It looks like proprietary evidence attached to an argument someone could disagree with, published on a rhythm the company can hold for years. Gong analysed millions of real sales calls and told reps things their manager could not, LinkedIn's B2B Institute funded academic research with Ehrenberg-Bass and gave the industry the 95-5 rule, and both became reference points other people cite in meetings you are not in. The common ingredients are a data asset only you have, a stated position, a consistent cadence, and a named human voice. Everything else, the trend roundups and the restated best practices, is content, not leadership.
4 hand-picked resources, 4 link-checked. Pick how you want to dig in.
Why we picked it Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that came before the name that stuck. Full transcript on the page if you would rather skim.
On [Un]Churned, Gainsight by Josh Schachter with Udi Ledergor and Lauren Olerich 49 min
Open gainsight.com →Why we picked it The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at future demand. It is the evidence base for arguing brand budget with a CFO.
From LinkedIn B2B Institute by LinkedIn B2B Institute with the Ehrenberg-Bass Institute Report hub
Open business.linkedin.com →Why we picked it The company's own account of why it moved from conversation intelligence to revenue intelligence, including the buyer problem that forced the rename. This is the primary source on the most copied category play of the last decade.
From Gong by Jonathan Costet 10 min read
Open gong.io →Why we picked it The five part narrative structure (name the shift, name winners and losers, show the promised land, position capabilities as magic, prove it) that most modern B2B decks are downstream of. Concrete enough to rebuild your deck from in an afternoon.
From Mission.org by Andy Raskin 11 min read
Open medium.com →How brand and narrative reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
