Most sales teams that enter healthcare underestimate it once and never make the same mistake twice. The buying process is unlike anything in the commercial world; it involves sprawling committees, clinical validation requirements, multi-year budget cycles, and compliance reviews that can pause a deal for months without warning. However, the

Every B2B sales team tracks wins. Close rates, average deal size, time to close, the numbers get reviewed, celebrated, and built into next quarter’s targets. What most teams do not track with anywhere near the same rigour is what happened in the deals that did not close. This is a

Economic uncertainty does not affect all B2B buyers equally. Some organisations freeze. Some accelerate. Some restructure their priorities entirely and emerge from a difficult period having made decisions that would have taken three years in calmer conditions. Understanding which category your prospects fall into, and why, is one of the

The meeting gets booked. The SDR marks it as a win. The AE gets the calendar invite. And somewhere in the handoff between those two moments, a deal that should have closed starts quietly falling apart. This is one of the most expensive problems in B2B revenue generation, and it

The phrase “intent data” has been circulating in B2B sales and marketing long enough to have accumulated a layer of hype that makes it easy to dismiss. Vendors have oversold it. Teams have bought platforms they never properly activated. And somewhere in the gap between the promise and the reality,

There is a version of this blog that tells you voicemails have a 97 percent ignore rate and asks whether they are worth your time. This is not that article. Because the ignore rate has never been the point. The SDRs who have quietly written off voicemails made a reasonable

What decision-makers actually want from an initial discovery call, and why most reps get it completely wrong. Here’s a stat that should stop you in your tracks: according to Gartner, when a B2B buyer is actively considering a purchase, they spend just 17% of their total buying time meeting with

Somewhere around year three of doing this, a rep on the team pulled me aside after a call and said: “They knew exactly what I was doing before I finished the second sentence.” That landed. We’d been running the same script for months, congratulating ourselves on the volume, and completely

Last week, a friend called me in a genuinely good mood. He’d just lost a £50k deal. Not to a competitor. Not to a budget freeze. He lost it to a chatbot that had quietly decided he was too expensive and removed him from the shortlist before he’d even had

Someone starts a new job. They’re keen, they’ve done their research, they turned up early, and they’ve got a notepad. By the end of week one, they’ve sat through three different presentations, been added to about twelve Slack channels, and have a folder full of PDFs they haven’t opened yet.