Selling data and AI
The rest of the Academy teaches the buyer. This teaches the people who have to find them, open the conversation and build a case that survives the room they are not in — using exactly the same definitions, so both sides of the table are reading the same page.
01 Demand generation
Demand generation
Finding the conversation before it becomes an RFP: which situations create a budget, which page already answers what they typed, and how to write an opening that earns a reply. For Marketing, SDRs, growth.
Who buys, and the signals that say now
Data and AI budgets do not open because a platform is good. They open when something makes the current way of working untenable. This module is about recognising that moment from outside…
~9 min · Marketing, SDRs, growthD2The topic map: which page answers which question
This site already answers most of what a data buyer types. Campaigns fail here by commissioning new content instead of routing the right existing page to the right intent — which…
~8 min · Marketing, content, paid mediaD3Writing the first message with a metric, not a product
Nobody replies to a platform. They reply to a number they are already arguing about internally, described accurately enough that you sound like someone who has been in the…
~8 min · SDRs, AEs, founders02 Sales
Sales
The room itself: what the product actually is, discovery that finds the money, a case the sponsor can defend without you, and the deal path from first meeting to handover. For AEs, solution consultants, partners.
What we actually sell
If you cannot say what a thing does and which records it holds, you are selling a category rather than a product — and the buyer can tell. One sentence each, and the entities behind…
~11 min · AEs, solution consultants, partnersS2Discovery with the value tree
The value tree is not a diagram to present. It is a question order — value splits into profit and cash, revenue into price and quantity, and every branch has a different owner who…
~10 min · AEs, solution consultantsS3Building a case they can defend without you
The sponsor takes your case into a room you are not in. If it only holds together while you are presenting it, you have not built a case — you have given a…
~10 min · AEs, solution consultants, marketing— How to use it
One rule holds the whole thing together
Every number you put in front of a buyer is either theirs or published on our impact page with a named client. There is no third category. An invented range is the fastest way to lose the technical evaluator, and the technical evaluator is who decides.
The rest is sequence. A trigger makes a budget possible; a metric opens the conversation; the value tree finds where the money is; the case makes it defensible; the first phase makes it survivable. Nothing here asks you to know the product better than the customer knows their own business.
Take the buyer’s side of it too
Every module here is built on the Academy the customer reads. Start where they start.