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For most of my sales career, I've believed that one of the biggest mistakes in complex B2B sales is entering an opportunity too late. I used to say: If you're first invited to the competitive party when the buyer is ready to compare vendors, you're already late. Your strongest competitor may have helped set the table. I've seen this play out repeatedly. A company issues an RFP or begins evaluating three or four vendors. On the surface, it looks like an open competition. But i

AI is changing what B2B products can do at an extraordinary pace. New models are released. New capabilities become possible. Features that looked differentiated six months ago can quickly become commonplace. That creates a difficult question for B2B CEOs and sales leaders: If our product keeps changing, should our sales story keep changing too? Not necessarily. The problem starts when a company's sales story and positioning is built primarily around its product features and