Buyer Truths

How a Global Sales Enablement Director Navigated Two Six-Figure Renewals

div]:bg-bg-000/50 [&_pre>div]:border-0.5 [&_pre>div]:border-border-400 [&_.ignore-pre-bg>div]:bg-transparent [&_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8"> _*]:min-w-0 gap-3 standard-markdown"> Becky Abraham is the Global Director of Sales Enablement at Safeguard Global. Within the same renewal cycle, she cut one six-figure tool and expanded another. One vendor panicked and offered a 40% discount nobody asked for. The other showed up three months early, listened to her internal conversations, and painted a vision of what her team could do differently. The discount lost the deal. The vision won the expansion. In this episode, Becky walks us through: * Why a 40% unprompted discount devalued the tool instead of saving the renewal * How a narrow point solution lost to a broader platform that solved the same problem plus more * What the AM who won the expansion did three months before renewal that made all the difference * Why she stopped believing ROI numbers and what vendors should show her instead If you sell into sales enablement or manage six-figure renewals, this one's for you. Guest: Becky Abraham, Global Director of Sales Enablement at Safeguard Global Hosts: Jen Allen-Knuth & Drew Giovannoli More research at buyertruths.com We Surveyed 172 Buyers. Now Let Us Help You Win Yours. Research to understand them. Training to close them. Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com

Accord vs Aligned vs DIY: Why the Vendor Who Did More Lost at WordPress VIP

Accord vs Aligned vs DIY: Why the Vendor Who Did More Lost at WordPress VIP Josh Fosberg leads the media and publishing segment at WordPress VIP, managing a sales org that was drowning in PDFs, scattered emails, and deals happening in rooms they couldn't see. They needed deal room software. They had three options: Accord, Aligned, or build it themselves on WordPress. Accord's seller was excellent. He multi-threaded well, built relationships outside the core buying committee, and made a strong case. He still lost. Because when the feature set didn't match what WordPress VIP actually needed, more became a liability. In this episode, Josh walks us through: * Why Accord's broader feature set worked against them -- even when the sales process was excellent * What Aligned did that kept them perfectly inside the box WordPress VIP needed to stay in * How the DIY option gets evaluated at a company that can actually build anything on WordPress * What selling to salespeople looks like from the buyer's side of the table If you sell deal room software, sales enablement tools, or anything where a competitor might say "we do more," this one's for you. Guest: Josh Fosberg, Head of Media & Publishing at WordPress VIP Hosts: Jen Allen-Knuth & Drew Giovannoli More research at buyertruths.com We Surveyed 172 Buyers. Now Let Us Help You Win Yours. Research to understand them. Training to close them. Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com

How a VP of Post-Sale Navigated 8 Stakeholders to Buy Onboarding Software

Alicia is the VP of everything post-sale at Daxko's boutique division. She inherited a 234-step manual onboarding process and an average of 17 emails per customer deal. After a 90-day internal sprint with her CTO cut the problem by only 30%, a company acquisition finally unlocked the budget to look outside. A teammate surfaced Onramp. The demo went well. Then pricing hit the table -- and it cost more than Daxko's entire Salesforce contract. In this episode, Alicia walks us through: * Why she pumped the brakes on the AE's attempts to reach her boss -- and what it would have taken to actually get there * The moment a pricing comparison to Salesforce stopped the deal in its tracks mid-call * How the AE responded to losing momentum without trying to objection handle -- and why that kept him in the game * What it looks like when a seller earns a seat on the buyer's side of the table If you sell into customer success, post-sale tech, or anything with a complex onboarding story, this one's for you. Guest: Alicia, VP of Post-Sale at Daxko Hosts: Jen Allen-Knuth & Drew Giovannoli -------- Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com

The HubSpot Sales Rep Was Great. The Implementation Partner Almost Ruined It.

Rob runs marketing at LockThreat, an early-stage GRC startup he joined with no MarTech stack and one strong conviction: they needed HubSpot. First he had to survive two failed Zoho consultants and months of internal politics just to get approval to switch. The HubSpot sales rep was excellent. The implementation partner was a disaster. And now the guy who fought hardest to bring HubSpot in can't bring himself to recommend it. In this episode, Rob walks us through: * Why two Zoho consultants failed and what finally got him approval to switch * What the HubSpot sales rep did that made the buying process easy * How a cookie-cutter implementation partner broke his data, ghosted him, and then got aggressive * Why a great sales process could not protect his reputation when the partner fell apart If you sell CRM, MarTech, or implementation services, this one's for you. Guest: Rob, Head of Marketing at LockThreat Hosts: Jen Allen-Knuth & Drew Giovannoli More research at buyertruths.com We Surveyed 172 Buyers. Now Let Us Help You Win Yours. Research to understand them. Training to close them. Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. demandjen.com

How a $500M SaaS RVP Bought an AI Writing Tool to Close a Sales Skill Gap

div]:bg-bg-000/50 [&_pre>div]:border-0.5 [&_pre>div]:border-border-400 [&_.ignore-pre-bg>div]:bg-transparent [&_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8"> _*]:min-w-0 gap-3 standard-markdown"> How a $500M SaaS RVP Bought an AI Writing Tool to Close a Sales Skill Gap Keith is an RVP at Bullhorn, a $500M CRM and ATS platform for recruiting and staffing firms. When he noticed a communication skill gap across his 35-person mid-market sales team, he didn't go looking for a vendor. He already knew one. He had been following Nate, the founder of Fluint, on LinkedIn for years and had even bought his sales course before the software existed. No RFP. No competitive evaluation. A paid pilot, a 45-day window, and a budget freed up by cutting licenses from a tool nobody was using. In this episode, Keith walks us through: * How years of following a founder on LinkedIn became the entire buying process * The pilot criteria he used and why qualitative signals mattered more than metrics * How he freed up budget by auditing existing tools before adding a new one * Why the vendor that lost found out they were losing only when Keith told them If you sell AI tools, sales enablement, or anything where adoption is the real risk, this one's for you. Guest: Keith Weightman, RVP at Bullhorn Hosts: Jen Allen-Knuth & Drew Giovannoli More research at buyertruths.com We Surveyed 172 Buyers. Now Let Us Help You Win Yours. Research to understand them. Training to close them. Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com