Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
What is “value”?
Ignore weasel words, and describe your product in a way that cuts through to the heart of someone who cares, by communicating the unique value…
Understanding your prospect’s change environment
Your win rate will depend on how likely prospects are to take action - but their internal atmosphere may hold them back. How do you recognize…
How to always win, even from deals you lost
Three steps to implement a tight and structured win/loss analysis program that generates usable sales, product, marketing, and strategy insights.
Overcoming sales objections
Five tactics to tackle common objections and turn a 'no' into progress.
The sales deck: a tool for momentum
Four tips to create a strong, insightful, powerful, and effective sales deck.
Creating focus through category design
What makes a good category, how do you define yours, and what good examples are there?
Communicating GTM strategy in one slide
How to distill the things you're already doing into one, easy to understand slide - and check your strategy is aligned at the same time
Template: 19 customer questions for powerful positioning
Using customer development to deeply understand customers and extract insights for your go-to-market strategy
“Niches for riches” with ICPs
How to design a narrow Ideal Customer Profile to build velocity