Corporate Buyer Styles
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Teach, Tailor, Take Control: Gartner Challenger sales messages that resonate with a range of buyer roles
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GTM Board Deck
* structured according to
3 phases of go-to-market processes
* first slide: report the north star KPI for that phase
* next slides provide quantitative and qualitative detail on that KPI result
* final slides verify that the KPIs from prior phases are still healthy
* LIR (Leading Indicator of Retention) tracked in all phases
Slide template: https://docs.google.com/presentation/d/1Po17BL-sF_LUWoKicLo1bwHXqOsFV8kzBxCLXLxVvKs/edit?pli=1#slide=id.g2830b63f306_0_268
Algorithmic Attention Rents
* Algorithmic attention rents
* Digital platform market power
* Transparency is just as important for AI
Build a Career in AI
*Uses of AI and data science can be found in almost any situation that produces data
* More uses for custom AI applications and data-derived
insights than for traditional software engineering
* Literacy in AI-oriented coding will be more valuable than traditional coding
AI-Governance, AIWS Guidelines
* Boston Global Forum established AI World Society 2017
* Seven-Layer model of world
* Reflects a society deeply rooted in applied AI
* Vision: ushering in an Age of Global Enlightenment
* Building AIWS Economy-Politics in the AI Age
Responsible Generative AI
* "Responsible AI Leadership: A Global Summit on Generative AI"
*April 2023 guide for experts and policymakers
* Developing and governing generative AI systems
* + 100 thought leaders and practitioners participated
* Recommendations for responsible development, open innovation & social progress
* 30 action-oriented recommendations aim
* Navigate AI complexities
AI for Startups
4 questions for founders considering using *Generative AI tech in their startup design:
1. Which layer in your tech stack?
2. Market preferences?
3. Is AI your business moat?
4. AI depth?
*(Tomas Tunguz explores AI capabilities by asking it to create this presentation)
"Undiscussables" & Leadership
* "Undiscussables" are collective, unconscious behaviors
*Difficult to uncover
*Aware of isolated problems
*Cannot connect the dots
*Wrong conclusions about team inefficiencies & poor performance
UofT Entrepreneurship
Alumni impact:
*Finalists for the global XPRIZE *Spoken at World Economic
Forum in Davos
*50% of C100 cohort in Silicon Valley
Recommended
GTM Board Deck
* structured according to
3 phases of go-to-market processes
* first slide: report the north star KPI for that phase
* next slides provide quantitative and qualitative detail on that KPI result
* final slides verify that the KPIs from prior phases are still healthy
* LIR (Leading Indicator of Retention) tracked in all phases
Slide template: https://docs.google.com/presentation/d/1Po17BL-sF_LUWoKicLo1bwHXqOsFV8kzBxCLXLxVvKs/edit?pli=1#slide=id.g2830b63f306_0_268
Algorithmic Attention Rents
* Algorithmic attention rents
* Digital platform market power
* Transparency is just as important for AI
Build a Career in AI
*Uses of AI and data science can be found in almost any situation that produces data
* More uses for custom AI applications and data-derived
insights than for traditional software engineering
* Literacy in AI-oriented coding will be more valuable than traditional coding
AI-Governance, AIWS Guidelines
* Boston Global Forum established AI World Society 2017
* Seven-Layer model of world
* Reflects a society deeply rooted in applied AI
* Vision: ushering in an Age of Global Enlightenment
* Building AIWS Economy-Politics in the AI Age
Responsible Generative AI
* "Responsible AI Leadership: A Global Summit on Generative AI"
*April 2023 guide for experts and policymakers
* Developing and governing generative AI systems
* + 100 thought leaders and practitioners participated
* Recommendations for responsible development, open innovation & social progress
* 30 action-oriented recommendations aim
* Navigate AI complexities
AI for Startups
4 questions for founders considering using *Generative AI tech in their startup design:
1. Which layer in your tech stack?
2. Market preferences?
3. Is AI your business moat?
4. AI depth?
*(Tomas Tunguz explores AI capabilities by asking it to create this presentation)
"Undiscussables" & Leadership
* "Undiscussables" are collective, unconscious behaviors
*Difficult to uncover
*Aware of isolated problems
*Cannot connect the dots
*Wrong conclusions about team inefficiencies & poor performance
UofT Entrepreneurship
Alumni impact:
*Finalists for the global XPRIZE *Spoken at World Economic
Forum in Davos
*50% of C100 cohort in Silicon Valley
Europe's Rising 100
The ultimate B2B list:
100 startups knocking on the door of the unicorn paddock
Additional reports: https://sifted.eu/intelligence/reports/europe-s-rising-100
Fintech and Blockchain
Is crypto eating fintech?
Digital assets are fighting for their place alongside stocks, shares and other asset classes.
Digital assets are changing the ecosystem & infrastructure that has been built around buying,
trading and holding those assets.
Metaverse & Money
Metaverse is moving towards becoming the next iteration of
the internet, or Web3.
Users should increasingly be able to access a host of use cases, including
commerce, art, media, advertising, healthcare, and social collaboration.
Attention Economics: B2b Startup Case Study
*Sales activities + performance metrics linked to KPIs
*Investor expectations measured against peer group companies
* Are your CAC to LTV ratios attractive?
*What levers do you have to achieve those ratios?
* Sustainable pre-revenue value creation focused on key account development
Innovation, Profit Guide
Catherine McQuaid, a Toronto-based business-development consultant (#B2BsalesYouTube), has a theory. She calls it “Big-Game Hunters in the Urban Jungle.”
I think a better name is “Off-Target Marketing.” Either way, it’s an approach to prospecting that might help you build stronger relationships with hard-to-reach executives.
B2b Sales Myths and Methods
Buyer behaviour &roles, Gartner Challenger Customer
* +11 average stakeholders
* Market-tested hypotheses (controlled experiments) = de-risked decisions
Cookies, FLoC & GDPR: Marketing Impact
Big tech players make decisions on behalf of consumers by attempting to stop marketers’ efforts to target and track
Case Study Toolbook
Insights into the process of successful cross-sector partnering
* create better case study collection and dissemination methods
* deepen understanding of case studies as tools for change.
B2B Sales: Getting Meetings
Business development, enterprise services in regulated industries: health technology, financial services, professional services
Customer Discovery + Lean Sales delivers:
1. Repeatable, scalable sales processes
2. Market-tested hypotheses (controlled experiments)
3. De-risked decisions by founder & funder teams
Worlds Best-Cities Post-Covid
Rebooting urban experiences more important than investments in infrastructure for cities to recover from Covid
Cleantech 50 to Watch
"Deployed at sufficient scale, their solutions would
upend the current destructive economy, and start a
journey to a climate-positive path"
Mckinsey Esports Sponsorthip Report
Understanding nuances within esports fandom and estimating relevant reach
Discovery Sales Questions
* Add real value to your conversations
* Increase chances of a win through more information
* Uncover actual needs
* Make them imagine what life will be like with your solution
Scaling Person-to-Person Enterprise Sales
CEB research: consensus-based decision-making an attribute of matrixed organizations
* Average 9.4 stakeholders in enterprise-level decisions.
How to reduce sales cycle times knowing there is no longer a single point of contact to conclude a sale?
Gartner Interconnectedness Report
"Legacy IT & cloud: corporate data centers are shrinking as workloads shift to the edge"
LinkedIn: Purpose-built Networks
Using LinkedIn to build social capital
* Recruiting executive stakeholders for your business
* Engaging followers, collecting insight
* Validating content response
* Design & deliver off-platform marketing campaigns
Purpose Built LinkedIn Networks
Using LinkedIn to build social capital
* Recruiting executive stakeholders for your business
* Engaging followers, collecting insight
* Validating content response
* Design & deliver off-platform subscriber campaigns
Design Thinking Dyson
Engineers refer to the stages of the design process as:
Specify, Plan, Design, Build, Test, Analyze.
This process is iterative and non-linear
Scaling Person to Person Enterprise sales
Annuity revenue streams deliver returns on founders' and funders' investments.
* Gartner's Challenger selling for mid-sized, resource-starved firms
Tech in 2020 Benedict Evans
* Video viewing down, streaming wars underway in US
* Unbundling/re-bundling
* Expanding 2-sided market model
More Related Content
More from CMassociates
Europe's Rising 100
The ultimate B2B list:
100 startups knocking on the door of the unicorn paddock
Additional reports: https://sifted.eu/intelligence/reports/europe-s-rising-100
Fintech and Blockchain
Is crypto eating fintech?
Digital assets are fighting for their place alongside stocks, shares and other asset classes.
Digital assets are changing the ecosystem & infrastructure that has been built around buying,
trading and holding those assets.
Metaverse & Money
Metaverse is moving towards becoming the next iteration of
the internet, or Web3.
Users should increasingly be able to access a host of use cases, including
commerce, art, media, advertising, healthcare, and social collaboration.
Attention Economics: B2b Startup Case Study
*Sales activities + performance metrics linked to KPIs
*Investor expectations measured against peer group companies
* Are your CAC to LTV ratios attractive?
*What levers do you have to achieve those ratios?
* Sustainable pre-revenue value creation focused on key account development
Innovation, Profit Guide
Catherine McQuaid, a Toronto-based business-development consultant (#B2BsalesYouTube), has a theory. She calls it “Big-Game Hunters in the Urban Jungle.”
I think a better name is “Off-Target Marketing.” Either way, it’s an approach to prospecting that might help you build stronger relationships with hard-to-reach executives.
B2b Sales Myths and Methods
Buyer behaviour &roles, Gartner Challenger Customer
* +11 average stakeholders
* Market-tested hypotheses (controlled experiments) = de-risked decisions
Cookies, FLoC & GDPR: Marketing Impact
Big tech players make decisions on behalf of consumers by attempting to stop marketers’ efforts to target and track
Case Study Toolbook
Insights into the process of successful cross-sector partnering
* create better case study collection and dissemination methods
* deepen understanding of case studies as tools for change.
B2B Sales: Getting Meetings
Business development, enterprise services in regulated industries: health technology, financial services, professional services
Customer Discovery + Lean Sales delivers:
1. Repeatable, scalable sales processes
2. Market-tested hypotheses (controlled experiments)
3. De-risked decisions by founder & funder teams
Worlds Best-Cities Post-Covid
Rebooting urban experiences more important than investments in infrastructure for cities to recover from Covid
Cleantech 50 to Watch
"Deployed at sufficient scale, their solutions would
upend the current destructive economy, and start a
journey to a climate-positive path"
Mckinsey Esports Sponsorthip Report
Understanding nuances within esports fandom and estimating relevant reach
Discovery Sales Questions
* Add real value to your conversations
* Increase chances of a win through more information
* Uncover actual needs
* Make them imagine what life will be like with your solution
Scaling Person-to-Person Enterprise Sales
CEB research: consensus-based decision-making an attribute of matrixed organizations
* Average 9.4 stakeholders in enterprise-level decisions.
How to reduce sales cycle times knowing there is no longer a single point of contact to conclude a sale?
Gartner Interconnectedness Report
"Legacy IT & cloud: corporate data centers are shrinking as workloads shift to the edge"
LinkedIn: Purpose-built Networks
Using LinkedIn to build social capital
* Recruiting executive stakeholders for your business
* Engaging followers, collecting insight
* Validating content response
* Design & deliver off-platform marketing campaigns
Purpose Built LinkedIn Networks
Using LinkedIn to build social capital
* Recruiting executive stakeholders for your business
* Engaging followers, collecting insight
* Validating content response
* Design & deliver off-platform subscriber campaigns
Design Thinking Dyson
Engineers refer to the stages of the design process as:
Specify, Plan, Design, Build, Test, Analyze.
This process is iterative and non-linear
Scaling Person to Person Enterprise sales
Annuity revenue streams deliver returns on founders' and funders' investments.
* Gartner's Challenger selling for mid-sized, resource-starved firms
Tech in 2020 Benedict Evans
* Video viewing down, streaming wars underway in US
* Unbundling/re-bundling
* Expanding 2-sided market model