back with a “5 minute Friday” audio edition
key concepts I cover in this snippet:
the drivers for B2B buyers considering a purchase
the 2 key business objectives: revenue and velocity
the 2 modes of execution: aggressive or conservative
a 2x2 matrix showing the routes to positioning a deal
As always, I’d also love to hear from readers about their approaches to B2B sales and value positioning - please chime in via comments👇 or join the chat via the Substack app.
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further reading / references
I wrote about a lead qualification framework for B2B sales in a prior post, also titled Why Buy?
I’m a big believe in getting into a company’s path of revenue to sell B2B software so that it’s sticky, which is why I anticipate AI as an Unlock for B2B Pricing
thinking about buyer behavior is part of a larger shift whereby I think it’s important to be Cultivating a Revenue Mindset for B2B PMs
childish drawing / interpretation
Note: I’m hosting a workshop in February on Connecting Product Work to Revenue - if you enjoy my content on B2B PM/GTM topics, you won’t want to miss this live 90-minute session where we’ll talk through how to orient product strategy towards moving levers which ultimately ladder up to top-level business KPIs (aka $$$)
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