1543: The Journey First Framework for Account-Based B2B Growth with Brent Keltner

What this episode covers

From Stanford and the RAND Corporation to leading revenue teams in the commercial world, Brent Keltner, PhD, has spent his career decoding how complex B2B deals are actually closed. As founder and president of Winalytics, Brent helps mid-market and enterprise teams move beyond product pitching to true account-based growth. He’s the author of “The Revenue Acceleration Playbook” and the forthcoming “Journey First Marketing,” a book that challenges one of B2B’s biggest bad habits: obsessing over individual personas when companies actually buy in committees. In this episode, Brent reveals why traditional contact-focused marketing leaves so much revenue on the table and how to flip your entire go-to-market motion around a simple idea: accounts buy, personas don’t. You’ll hear how to design websites that speak to every member of the buying committee, why customer stories should be your #1 content asset (not #5), and how to connect product value, business value, and corporate value so that users, budget owners, and risk-averse stakeholders all see themselves in your message. https://youtu.be/2dCBKj9vf88 Brent also breaks down a practical roadmap for teams stuck in contact scoring and lead chaos. He explains how to use tools like ChatGPT on top of your CRM to spot real buying committees (not just random clickers or competitors snooping), how to build three aligned content streams for your core buyer types, and how to reuse a single customer story across your entire funnel, website, social, sales decks, and beyond. Whether you’re a CMO, CRO, founder, or product marketer, you’ll come away with a clearer picture of what true account-based enablement looks like in the real world and how a few smart changes can unlock faster, more predictable growth. Quotes: "Accounts buy. Personas don’t, and every part of your marketing should reflect that reality.” “If your customers aren’t saying it consistently, it isn’t true, no matter how often your CEO repeats it.” “Customer stories are the only asset that turn ‘me selling to you’ into ‘we solving a problem together.’” Resources: Winalytics LLC Brent Keltner on LinkedIn The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success on Amazon

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