Blog
Notes on evidence, buying decisions and sales leadership
Short pieces on the ideas behind Evidence Based Sales and how they work on real deals.
Qualification looks inward. Evidence looks outward.
Why we start every opportunity by costing the customer's problem with them, and why a smaller number they own beats a bigger one they doubt.
Judges, not one decision-maker
The economic buyer matters, but technical and operational judges can veto around them. How we find all three and let them set the bar.
Buyers don't buy in straight lines
Pipelines assume one stage at a time, while buying groups run several tracks at once. A forecast built on evidence copes with that; one built on stage labels does not.
Agents gather. Reps verify. Judges still decide.
Where AI assistants help in an evidence-based sale, where they do not, and the rule that keeps the case credible.