Why B2B Deals Stall in the Middle: 8 Stakeholders, 3 Conversations, the Content Gap Nobody's Fixing

"You are putting your deal in the hands of people you're never meeting, doing research you have no control over, trusting sources you've never vetted, and hoping for a good outcome." — Glen Torregiani, Founder, EnAIbldThe average B2B buying team now includes 8 to 14 stakeholders. In a typical SaaS deal, sales will talk to three of them. The rest are doing their own research — opening Claude, checking Reddit, showing up to the internal meeting you're not invited to with their own objections already formed. The person who goes quiet after the demo is the one who kills your deal. And you'll never know why.This episode picks up where the Steve Krull and Glen Torregiani episode left off. Getting found by AI search is step one. What happens in the middle of the buying journey — after awareness, before the hand goes up — is where aligned deals are being quietly lost right now.Toni Hopponen, Founder of LandingRabbit, covers how to get the knowledge locked inside your sales team's heads onto your website where buyers and LLMs can actually find it. He makes the case for ungating your best content, why product documentation is now a sales asset, and why your content needs to repel the wrong buyers as much as it attracts the right ones. If your content is attracting leads that never close, that's a message problem before it's a sales problem.Glen Torregiani returns to cover why 90% of the current GTM stack is pointed at seller activity while buyers are making decisions without anyone. The compliance officer, the CTO, the end user — the stakeholders who don't say yes but can absolutely say no — are being ignored by most companies' content strategies. Glen walks through what persona-specific content looks like and why disqualification is every bit as important as qualification.Summer adds the sales lens throughout: the quiet stakeholder in the room, why salespeople know why deals are lost but that knowledge never makes it into the content strategy, and how to close that loop between sales insight and content production.Lightning round closes with one thing to audit today if you're generating leads but not closing enough of them.This episode is part of a series. The previous episode with Steve Krull and Glen Torregiani covers AI search visibility, the dark funnel, and the free audit that proves your brand is invisible in LLM results. Look for the episode right before this one.Toni Hopponen — Founder, LandingRabbit. Turns sales knowledge into web content that converts.Glen Torregiani — Founder, EnAIbld. Buyer enablement for the AI era.Summer Poletti is the Founder and CRO of Rise of Us, a revenue architecture consultancy for growth-stage B2B companies. When revenue is flat and the old playbook isn't working, she diagnoses where the real gap is — GTM strategy, sales hiring, partner-led growth, content infrastructure, or the revenue system holding it all together — and builds what fixes it. It's never just sales. theriseofus.comRevenue Remix is on Apple Podcasts, Spotify, YouTube, Amazon Music, and iHeart.