Articles
My articles published on LinkedIn, from the newest to the oldest. Informed, Not Aware: Why This Series (opens in a new tab)
All articles
Do You Actually Know Who You Are?
Marketing, sales, and engineering can describe the same product in different ways. Presales helps align their messages so every customer hears one consistent story.
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Are You Talking to the Right Person?
The people evaluating software do not always understand the daily challenges of those using it. Involving operational users early reveals real needs, exceptions, and hidden costs.
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Confidence Closes Deals, Not Information
Knowing a product's features and benefits is not enough to make a confident decision. Buyers need to understand how their work will change and how to measure results after implementation.
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The Real Cost of "We Are Still Evaluating"
Deals often stall because companies have not quantified the cost of the problem they want to solve. Measuring errors, manual work, and wasted hours makes the business case concrete and defensible.
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Sales Enablement Is Solving the Wrong Problem
Producing more presentations, documents, and updated assets does not guarantee customer understanding. Success means helping buyers explain, in their own words, what will actually change in their business.
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What a Demo Is Really For
An effective demo should do more than present features in chronological order. Starting with the end result reveals whether the solution truly fits the customer's processes and business needs.
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Buyers Know What They Want. That Is the Problem.
Buyers want to gather information independently, but they still need people who can interpret business problems. Automating repetitive explanations leaves more time for questions about what is broken and what it costs.
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Presales Evolves at the Pace of Its Tools
AI helps buyers research products and prepare requirements, but it does not always know their company's real problems. Presales must validate those requirements and connect them to actual business processes.
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The Shortlist Is Ranked Before You Arrive
A requirements list can contain contradictions that nobody has noticed. Presales creates value by uncovering them and helping buyers distinguish genuine needs from assumptions.
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The Discovery Call I Ran Twice
A premortem asks the team to imagine the discovery call has already failed and explain why. It exposes risks and missing expertise, allowing the right people to join before the meeting.
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Don't Send Your Champion in Unarmed
An internal champion may know the product well but struggle to explain its business value to the CFO and other stakeholders. Presales must equip them to defend the decision even when the team is not in the room.
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Most Buyers Would Rather Skip the Salesperson. They Are Right.
Many buyers prefer a rep-free buying experience because they do not want to hear information already available online. Human interaction matters when it clarifies the problem and improves the decision.
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