3/3 I’m willing to bet most of you are focused on the wrong thing. Prove me wrong. Where does the modern sales cycle actually break down for your team? Poll: What's the toughest part of the modern sales cycle?

2/3 The friction you feel at the top and bottom of the funnel? It's a symptom. The disease is lazy discovery. You're wasting 90% of your effort because your qualification is weak. You're trying to sell to people who were never going to buy in the first place.

1/3 Your sales team doesn't have a prospecting problem. Or a closing problem. The real bottleneck in your process is far more fundamental, and most leaders are totally blind to it.

6/6 This isn't just a profile; it's a playbook for who to engage and who to ignore. What's the #1 trigger event that tells you an account is a PERFECT fit for you? #B2BSales #IdealCustomerProfile #MarketingStrategy

5/6 Now, put both DNA profiles side-by-side on a single page. Pin it to the wall. Make it your desktop background. Review it before every outreach session. This simple board forces laser-focus and eliminates wasted effort.

4/6 Next, define your "Worst-Fit DNA." This is just as important. Who drains your team's time and energy for zero reward? • Mindset: "If it ain't broke, don't fix it." • Trigger: Recently announced budget cuts. • Red Flag: No dedicated team for your solution area.

3/6 First, define your "Best-Fit DNA." This is your cheat code for a perfect customer. Go beyond company size. Get specific: • Mindset: "We need to innovate to stay ahead." • Trigger: Just hired a new VP of Sales. • Tech Stack: They use Salesforce & Outreach.

2/6 Scrap the boring document and build a "DNA Board." 🧬 The goal is simple: Make your best and worst customers so clear that your team can spot them from a mile away. This is your new focusing tool. Here's how to build it:

1/6 Your ICP document is probably useless. If your team is still chasing bad-fit leads, the problem isn't their effort—it's your definition of the target. Let's fix that in 5 minutes with a tool that actually works. 🧵

3/3 Is your 'champion' a true advocate, or are they just your single point of failure? #B2BSales #SalesStrategy

2/3 77% of B2B buyers call their last purchase "difficult." Why? Because you're giving your champion a generic pitch deck to fight a multi-front war. Stop sending a soldier. Build an army. Arm them with an ROI calculator for the CFO, a security one-pager for IT, ...

1/3 Stop looking for a champion. You’re playing little league in a pro-level game. One advocate is no longer enough. In fact, relying on a single champion is the fastest way to lose a complex deal.

5/5 We all sell "slide projectors" in one way or another. The lesson from Mad Men is to stop selling the box and start selling the destination. What is the "time machine" you are really selling? #Sales #Storytelling #B2BSales

4/5 He tells them, "This isn't a spaceship. It's a time machine." He didn't sell a piece of hardware. He sold them a ticket back to their fondest memories. He sold the outcome, not the object. And the clients wept.

3/5 Instead, Don dims the lights. He loads his own family photos—birthdays, anniversaries, quiet moments. He doesn't talk about the projector. He talks about nostalgia. About the ache to return to a place where we felt loved.

2/5 The scene: Don Draper is pitching a new slide projector to Kodak. A clunky box of wheels and lenses. The clients want to talk about technology. The mechanics. The features. They expect a technical presentation.

1/5 The greatest sales pitch in TV history wasn't about a product. It was about a time machine. (Thread) 📽️

3/3 So let's settle it. Is relentlessly educating your prospects the new "closing"? #B2BSales #Founder #TechSales

2/3 People don't buy slide decks. They buy credibility. They're not looking for your features, they're looking for a guide. Someone who can teach them something and solve their problem, not just sell them a tool. Prove you're the teacher in the room, not just another vendor.

1/3 B2B Founders, stop pitching your product. Seriously. Nobody cares about it. (Thread ↓)