Go to Customer

<p><strong style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>​​<em>Go to Customer</em></strong><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)> is a field guide for enterprise account teams tired of the manual work of account research and planning the lack of systems and support for account expansion and product-driven content that doesn't align with customer needs. The core idea is simple: </span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Flip the flow</em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>.</span></p><p><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Stop selling </span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>at</em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)> customers and start building around what they </span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>need</em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)> and are actively </span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>funding</em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>. When you work backward from customers' priorities you turn those priorities into bigger faster wins.</span></p><p><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>What you're missing isn't effort; it's a system that shows you the customer clearly. CRMs track what </span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>you</em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)> want to sell. This book teaches you to uncover the invisible pipeline</span><em style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)> </em><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>of unmet needs inside your existing accounts-then to align capabilities resources and value with those needs.</span></p><p><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>What you get is a repeatable playbook to sell what's possible-made real through concrete habits you can run every day:</span></p><ul><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Leverage pre-intent signals to gain early access and be relevant when challenges first arise.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Use Bluespace (customer challenge × buying center) to spot real opportunities early.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Master relationship rhythms to move from vendor to strategic partner.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Stop chasing leads uncover needs and align solutions with the outcomes customers actually invest in.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Replace static quarterly reviews with up-to-the-moment dynamic account planning.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Structure teams around who customers value.</span></li><li><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>Put a commercial insight strategist to work so your team shows up informed-with the right story for the right stakeholders at the right moment.</span></li></ul><p><span style=background-color: rgba(0 0 0 0); color: rgba(0 0 0 1)>If you lead or work on enterprise accounts here's the promise: more relevance less wasted time larger deal sizes and more resilient relationships. Because in today's market if you aren't growing an account you're losing it-and this is how you grow.</span></p><p></p>