The biggest growth opportunities are often sitting in your current accounts—yet Account Managers rarely capture them. Why? Because growth requires hunting skills (finding new stakeholders, building business cases, winning new opportunities)… skills that Farmers (AMs) aren’t always trained to use. The result? Partnership Reviews get ignored, meetings never get scheduled, and competitors step in. If you want to grow inside existing accounts, your Farmers must learn to hunt.

I used to think a solid sales process was enough to win. Turns out…process alone doesn’t get a buying group to decide. The sales process IS building the business case: - Why 🤔 Align the group around the problem. - How 🛠 Build the case in public, step by step. - Who 🎯 Equip your champion to carry it into the room. When you nail these three, proposals stop being reveals and start being confirmations.

On average, 5+ stakeholders are involved in every B2B buying decision — each with different priorities, pressures, and definitions of success. That’s why I use the 4 P’s Framework with clients: Priorities, Performance Measures, Problems, Desired Positive Outcomes. When you put yourself in their shoes, you stop pushing your agenda and start advancing theirs.

I recently joined The Rialto Marketing Podcast with Tim Fitzpatrick for a great conversation on why so many B2B founders hit a sales ceiling.

You know when you pick up a book and instantly think: “Yep—this is exactly what I need right now”? That was me within the first 27 pages of "Selling With" by Nate Nasralla. It’s 💡 smart, ✏️ simple, and most importantly—✅ effective. I immediately made meaningful adjustments to how I practice sales and how I teach sales with my clients.

In September 2020, the world was full of uncertainty and chaos (sound familiar?). A friend & former client recommended The Win Without Pitching Manifesto by Blair Enns. 📓 While everything around me felt noisy and unclear, Blair’s words cut through. His clarity, conviction, and directness helped me refocus—on what matters, on where I’m best, and on how to lead with expertise. 💡

If your organization doesn’t identify which stakeholders need to be involved at each stage, salespeople will leave key decision makers out.

Without the right 🎯 strategy, ⚙️ process and 🏗️ structure, even the best Challengers can struggle.

Many leaders make the mistake of blaming their salespeople for poor performance when the real issue is a lack of a repeatable process.

Founder-led businesses getting stuck because the founder is the only one who can close deals.

I wrote this book for founders, sales leaders, and ambitious professionals who want to build an effective outbound sales strategy.

A consistent sales process alone is not enough. Often it's just a high-level roadmap without the clarity needed to perform.

Does the Outcome of your Sales Opportunity Depend on Who Handles the Prospect?

A well-defined, repeatable process isn’t just a nice-to-have—it’s the key to predictable growth. 🔑

The Sales Process Matrix offers a clear framework for evaluating where your sales organization stands.

The Misaligned Underachiever—a unique threat that can erode team morale, damage client relationships, and derail your growth targets.

“Lovable Underachievers,” are positive and well-liked but consistently fall short of targets.

Managing a Lone Wolf in a way that fosters long-term growth and maintains company culture can be challenging.

According to The Challenger Sale, Star performers deliver nearly 200% more than Core performers.

The Peak Performer Matrix empowers you to hire, develop, and retain individuals who meet their targets and enrich your company's culture