Sales

I never want to write another case study again. Nothing moves the needle faster in B2B sales / marketing than a relevant, well-timed customer story But everyday I find it harder to believe that this playbook is actually working: - interview a customer - write a 1,500 word case study on your blog - share it on social one time - post it in Slack and hope the sales team remembers to dig it up when relevant Running this playbook typically results in the following: - nobody reads the case study (not even the sales team) - in a typical B2B SaaS company only 2 people know all the case studies: the founder and the person who wrote them So last quarter, instead of spending 3 hours re-running this outdated playbook, I spent 3 hours writing a custom GPT I trained it on all of CoLab's existing case studies Now, when a BDR provides a prospect profile, the GPT returns a 40-sec cold call script based on a story of how we helped a similar customer solve a real problem What happened next? - BDRs started using customer stories way more often in cold calls - They also mastered new customer stories (not just the top 2-3 logos) - And the kicker: our connect to meeting rate doubled in less than a quarter Don't stop interviewing customers, don't de-prioritize case studies But make this the year you reinvent the playbook and do it 10x more effectively AI makes this possible #b2bmarketing

If you’re an AE and still sending “Recap Emails” after discovery calls, let me save you 12 months of frustration: You're making a mistake. You are confusing the buyer. You’re flooding them with everything you heard—but not what they need to do next. It feels helpful. It feels “consultative.” But in reality, it kills momentum. Here’s what I teach my AEs instead: Only one thing matters between first meeting and proposal: Progress. Forget the fluff. The notes. The recap. The follow-up should be this simple: “Great meeting with your team. Looks like there’s strong potential to help. As a next step, we’ll need to do a deeper dive into your environment so we can show you a tailored demo and proposal with implementation details and costs. Let’s schedule that session—it should take about an hour. After that, we’ll be ready to deliver a proposal.” That’s it. No persuasion. No selling. Just forward motion. Why does this work? Because: Buyers don’t read your bullet-pointed essays. They don’t remember action items buried in paragraphs. They don’t need more “convincing” before the demo. They need clarity. Ownership. Urgency. And when you stop treating every meeting like a closing opportunity, you’ll finally start getting to the point that matters: Proposal on the table.

Demand Capture 101. This is actual data from a $60MM ARR SaaS company. Let’s break it down 👇   How a lead/account enters your pipeline is the biggest predictor of sales velocity metrics - win rates, sales cycle lengths, even ACVs.    Because how they enter your pipeline is a surrogate for buying intent & indicator of how far they are complete in the buying process.    Here’s how to measure it & use it to drive your revenue strategy:   1. Measure the Opportunity Source in Salesforce on the opportunity record.    Campaign Source = What campaign type did they convert on to move this opportunity into pipeline? (e.g. demo request, e-book download, cold call, trade show, etc.)   Source / Channel = What source or channel did they come from in order to convert? (e.g. LinkedIn ad, organic search, account intent data, ZoomInfo, etc.)    Using both of these data points combined will literally guide your strategy.    This shows you the optimal paths to *capture demand* and is easily measurable using software-based attribution.   2. Separate conversion sources between *Declared Intent* and *Low Intent*.    Declared Intent = The buyer declares intent to buy from you (e.g. Demo Request, Contact Sales) Low Intent = You assume the buyer has intent based on their digital behavior (e.g. ebook download, webinar attendee, trade show badge scan, intent data, etc.)    3. Calculate core sales analytics between the two sources.    Calculate conversion rates, lead-to-win rate, net new ARR, sales velocity, and more.    4. Visualize how much conversion intent matters to sales velocity and sales productivity.    149X higher lead-to-win rates for declared intent conversions   Declared intent = 26 “leads” to win 1 deal for $54k ARR Low Intent = 3,868 “leads” to win 1 deal for $130k ARR   18X greater sales velocity for declared intent conversions   Declared intent = $14.2MM annual sales velocity Low intent = $781k annual sales velocity 5. Recognize not all MQLs are created equal Measuring on MQLs incentivizes teams to get the most volume of MQLs for the lowest cost (low intent conversions), which is entirely misaligned with sales productivity and sales goals. Separate these into two Pipeline Sources (Declared Intent, Low Intent). Plan and build your goals for these two sources separately.   __   Now you know exactly HOW you want buyers to enter pipeline (capture demand) for maximum sales velocity & sales team efficiency. You also know exactly WHY buyers choose to take those paths to enter pipeline & WHAT triggers / channels / tactics move them to conversion. And with all of these insights, you can re-architect your strategy that optimizes for REVENUE. #revenue #sales #marketing #b2b #gtm p.s. Every SaaS company’s data looks like this, because it’s universal to how buyers buy. Most just don’t take the 3 hours of time to analyze their own data and see it for themselves.

Few months ago, I was on a flight and the person next to me asked, “what do you do for work?” The old me would’ve awkwardly engaged in small talk, such as thinking: what do I say? How do I say it? Is it even interesting? However, over the years I’ve discovered one of the best ways to engage is to make it relatable. Instead of saying I work for this company, with this title, and I do ABC, I learned the better structure is actually this: 🔵 Talk about the issues you solve 🔵 The solutions you offer 🔵 Name drop proof You can even use this formula, “You know how (state issue)? So what I do is (share solution). For example (give proof).” Personally, this is what I said: “You know how communicating clearly and confidently is one of the most important workplace skills, but so many people and teams struggle with it? I have a communication book coming out and I speak at conferences about developing leadership communication skills for business growth. It’s where I’m headed to now.” Suddenly, he had so many questions about the book and the work because he could relate. Next time you have to think about crafting a compelling introduction or talk about your work, follow this easy structure. How would you fill in the blank? Let me know below 👇🏻 #smartnotloud #book #communication #smalltalk #elevatorpitch

The strongest buying signal I'm seeing in my deals right now? Time-between-meetings. So I’ve been asking this at the end of calls lately: “Was this important and interesting enough to meet again on [next step]? If you'd rather just sit on this, and come back to it later, that's all good too." Nothing crazy. If we *don’t* set a new time then, I put them into another category. (A lifecycle stage in HubSpot in between lead/demo request & qualified opp.) Because one of two things are true: (1) building a process for business cases isn’t high-priority. (2) it is a priority, but our approach isn’t interesting. Doesn't mean I write them off completely. Just move to a longer nurture. ______ Two examples: (1) You get a chance for more discovery. e.g. a VP Sales said last week: ”It’s high on my list, but I don’t think our reps can make the shift to do this. It's too advanced, I need to hit the basics first.” I flat out disagreed, but hey, I know where he stands. Maybe one day we cross that bridge. (2) On the flipside, if they say “yep, let’s set a time,” I’ll ask: ”Is this a ‘tomorrow’ kinda thing? Or more ‘in a few weeks’ kinda thing?” Another VP said: ”I have an hour gap in the airport tomorrow, let’s talk then.” We met < 24 hours later during her layover. A very “high-intent” signal. The amount of time that passes between meetings says A LOT. Maybe the whole "signal-led selling" concept is meant for top-of-funnel... but what's your strongest *mid-funnel* signal right now?

Here's how to simplify your pitch and 10x your sales: 1. Talk less, sell more. Short sentences = more sales. Hemingway once bet he could write a story in 6 words that'd make you feel something: "For sale: baby shoes, never worn." Your pitch should pack the same punch. 2. Complexity is for people who want to feel smart, not be effective. The worst salespeople make simple things sound complicated. The best make the complex simple. 3. Complexity says, "I want to feel needed." Simplicity limits to only what is needed. 4. Read your pitch out loud. I remember when I'd asked my COO to read the manuscript of my book. He chose to do it aloud. All 258 pages. Ears catch what eyes miss. The final version reads like butter. 5. "Be good, be seen, be gone." This was the best sales advice I ever got. - Good: Deliver value - Seen: Make an impression - Gone: Don't overstay your welcome People buy from those they remember, not those who linger. 7. Speak like your customer, not a textbook. We like to sound sophisticated. "We create impactful bottom-line solutions." But we like to listen to simple. "We help small businesses explode their sales." Which one would you buy? 8. Every word earns its place. Your pitch should be lean and mean. - Be specific - Avoid cliches - Check for redundancy - If it doesn't add value, cut it out 9. Abstract concepts bore. Concrete examples excite. ❌ "We'll increase your efficiency." ✅ "We'll save you 10 hours a week." Paint a picture. 10. People buy on emotion & justify with logic So tap into their feelings: - Fear of missing out - Desire for success - Need for security Then back it up with facts. 11. The "Grandma Test" never fails. If your grandma wouldn't get your pitch, simplify it. No jargon. No buzzwords. Just plain English. 12. Benefits > features. Dreams > benefits. ❌ "Our group hosts 10+ events per year." ✅ "Our program helps you close deals." 🚀 "Let's take back Main Street through ownership." 13. Use power words: - You - Free - Because - Instantly - New These words grab attention and drive action. Two final things to keep in mind... Simplicity isn't just for sales. Apply these principles to: - your business operations - your thinking processes - your next investment - your relationships - your to do list Sales isn't just for car dealerships. You pitch when you: - Negotiate a raise - Interview for a job - Post on social media - Hire someone for a job - Talk to an owner about buying their biz If you found this useful, feel free to share for others ♻️

𝐖𝐡𝐲 𝐝𝐨 𝐬𝐨𝐦𝐞 𝐩𝐞𝐨𝐩𝐥𝐞 𝐠𝐞𝐭 𝐩𝐫𝐨𝐦𝐨𝐭𝐞𝐝 𝐟𝐚𝐬𝐭𝐞𝐫, 𝐡𝐞𝐚𝐫𝐝 𝐦𝐨𝐫𝐞 𝐨𝐟𝐭𝐞𝐧, 𝐚𝐧𝐝 𝐭𝐫𝐮𝐬𝐭𝐞𝐝 𝐦𝐨𝐫𝐞 𝐝𝐞𝐞𝐩𝐥𝐲? Of all the topics people ask me about, executive presence is near the top of the list. The challenge with executive presence is that it’s hard to define. It’s not a checklist you can tick off. It’s more like taste or intuition. Some people develop it early. Others build it over time. More often, it’s a lack of context, coaching, or exposure to what “good” looks like. Here’s what I’ve learned over the years, both from getting it wrong and from watching others get it right. 1. 𝐋𝐚𝐧𝐝 𝐲𝐨𝐮𝐫 𝐦𝐞𝐬𝐬𝐚𝐠𝐞 People early in their careers often feel the need to prove they know the details. But executive presence isn’t about detail. It’s about clarity. If your message would sound the same to a peer, your manager, and your CEO, you’re not tailoring it enough. Meet your audience where they are. 2. 𝐔𝐩𝐥𝐞𝐯𝐞𝐥 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧 Executives care about outcomes, strategy, and alignment. One of my teammates once struggled with this. Brilliant at the work, but too deep in the weeds to communicate its impact. With coaching, she learned to reframe her updates, and her influence grew exponentially. 3. 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐭𝐡𝐞 𝐬𝐮𝐛𝐭𝐞𝐱𝐭 Every meeting has an undercurrent: past dynamics, relationships, history. Navigating this well often requires a trusted guide who can explain what’s going on behind the scenes. 4. 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐜𝐨𝐧𝐭𝐞𝐱𝐭 Just because something is your entire world doesn’t mean others know about it. I’ve had conversations where I assumed someone knew what I was talking about, but they didn't. Context is a gift. Give it freely. 5. 𝐂𝐨𝐦𝐞 𝐰𝐢𝐭𝐡 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 Early in my career, I brought problems to my manager. Now, I appreciate the people who bring potential paths forward. It’s not about having the perfect solution. It’s about showing you’re engaged in solving the problem. 6. 𝐊𝐧𝐨𝐰 𝐰𝐡𝐚𝐭 𝐭𝐡𝐞𝐲 𝐜𝐚𝐫𝐞 𝐚𝐛𝐨𝐮𝐭 Every leader is solving a different set of problems. Step into their shoes. Show how your work connects to what’s top of mind for them. This is how you build alignment and earn trust. 7. 𝐁𝐮𝐢𝐥𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 Years ago, a founder cold emailed me. We didn’t know each other, but we were both Duke alums. That one point of connection turned a cold outreach into a real conversation. 8. 𝐃𝐫𝐢𝐯𝐞 𝐭𝐨 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 𝐚𝐧𝐝 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧 Before you walk into a meeting, ask yourself what outcome you’re trying to drive. Wandering conversations erode credibility. Precision matters. So does preparation. 𝐅𝐢𝐧𝐚𝐥 𝐭𝐡𝐨𝐮𝐠𝐡𝐭 Executive presence isn’t about dominating a room or having all the answers. It’s about clarity, connection, and conviction. And like any muscle, it gets stronger with intentional practice.

"We're moving forward with another vendor." Every rep's nightmare sentence. I pressed for details. "Their approach felt more open. We actually knew what we were buying into." That stung. I'd shared: ••• Exhaustive feature documentation ••• Dozens of success stories   ••• Complete pricing breakdowns Where'd I go wrong? Days later, I got access to our competitor's sales process. The difference hit instantly: They didn't preach transparency. They lived it. Their follow-up wasn't an email avalanche. It was one collaborative hub where buyers could: ••• Monitor which stakeholders engaged with what ••• See their exact position in the evaluation journey ••• Find materials curated for their unique pain points ••• Manage internal distribution seamlessly My revelation: I was buried in PDFs. They were cultivating partnership. Next prospect, new approach: I built a shared workspace exposing EVERYTHING: → Which team members on our side viewed their data → Critical docs they'd missed → Realistic implementation expectations → Where we excel AND where we don't The buyer's response: "Finally, someone not playing games." Ink on paper in 10 days. Here's what's real: Today's buyers aren't starved for data. They're starved for authenticity. Yesterday's strategy: Bombard with polished assets that sidestep weaknesses. Tomorrow's strategy: Build transparent environments that tackle doubts directly. Your buyers know when something's off. Even when nothing is. Quit running sales like a shell game. Start running it like a glass house. You with me?

Last week, I heard from a super impressive customer who has cracked the code on how to give salespeople something they’ve always wanted: more selling time. Here’s how he transformed their process. This customer runs the full B2B sales motion at an awesome printing business based in the U.S. For years, his team divided their time across six key areas: 1. Task prioritization 2. Meeting prep 3. Customer responses 4. Prospecting 5. Closing deals 6. Sales strategy Like every sales leader I know, he wants his team to spend most of their time on #5 and #6 — closing deals and sales strategy. But together, those only made up about 30% of their week. (Hearing this gave me flashbacks to my time in sales…and all that admin tasks 😱) Now, his team uses AI across the sales process to compress the amount of time spent on #1-4: 1. Task prioritization → AI scores leads and organizes daily tasks 2. Meeting prep → AI surfaces insights from calls and contact records before meetings 3. Customer responses → Breeze Customer Agent instantly answers customer questions 4. Prospecting → Breeze Prospecting Agent automatically researches accounts and books meetings The result? Higher quantity of AI-powered work: More prospecting. More pipeline.  Higher quality of human-led work: More thoughtful conversations. Sharper strategy. This COO's story made my week. It's a reminder of just how big a shift we're going through – and why it’s such an exciting time to be in go-to-market right now.

Someone asked me how many follow-ups I send to prospects who’ve shown interest but haven’t bought yet. My answer? I don’t stop. But I’m not “just checking in.” I’m making deposits. A deposit = information that makes people smarter about a topic they care about. (Like this post.) You can do this too. Create a Top of Mind sequence. Add prospects to it when they’re not ready yet. Not with “just bumping this to the top of your inbox.” Not with pressure. With perspective. With insight. With generosity. Start simple: Write down 5 questions your customers typically ask before they buy. Now turn each question into one email. One answer per message. You can even make it a video. Let your personality beam through. Don’t pitch. Don’t chase. Just teach. They may not buy now. But when the timing is right? You’ll be the first person they think of. Because you didn’t follow up. You followed through.