If buyers don’t care about your product story, how do you meet them where they are and still drive revenue growth?

In this episode of Sharkpreneur, Seth Greene interviews Brent Keltner, Ph.D., Founder and President of Winalytics LLC, who leverages his experience leading marketing and sales teams and achieving multiple growth results to explain why most go-to-market efforts fail: they begin with the seller, not the buyer. He explains how to establish a “journey-first” approach that allows buying committees to self-educate, aligns internal teams around a shared value proposition, and turns discovery into the engine that drives real revenue growth.

Key Takeaways:

→ Most teams talk about themselves first, but buyers care more about what is in it for them.

→ A strong value proposition starts with the outcome the buyer wants.

→ The best value propositions connect product value, business value, and enterprise value.

→ Buyers prefer to educate themselves, so companies should give them clear ways to learn at their own pace.

→ Discovery should be a major part of the sales process because it helps build support across the buying committee.

Brent Keltner, Ph.D., is President of Winalytics LLC and the creator of Winalytics’ Journey First Growth methodology. Winalytics helps mid-market and enterprise clients accelerate account-based B2B growth. The team has expertise in various industries, including education, human capital, healthcare, and SaaS. 

Before starting Winalytics, Brent expanded growth as a revenue leader at four different companies. He began his career as a Ph.D. social scientist at Stanford University and the RAND Corporation. His first book was the Revenue Acceleration Playbook. He has published articles on marketing and sales strategy in MarketingProfs, CEOWorld, the Sloan Management Review, the California Management Review, and Sales and Marketing Magazine.

Connect With Brent:

Website: http://winalytics.com/

LinkedIn: https://www.linkedin.com/company/winalytics-llc/