Buyers today are more skeptical than ever. That skepticism doesn’t just make selling harder. It frequently leads to stalled deals and “no decision” outcomes. When buyers don’t feel confident they can justify a decision, defend it internally, and deliver results, they often choose to do nothing.

Sales transformation used to be episodic. You’d roll something out, stabilize, and move on. That’s not today’s reality. Many revenue organizations are working in permanent beta with new processes, plays, tools, and messaging stacked on top of org shifts and changing market conditions—while everyone is still expected to hit the number. Gartner’s research captures the strain: only 11% of sales organizations drive commercial success while executing a transformation, and most sellers report feeling overwhelmed by the skills and technology required to do their job.

As a seller, you’re in the business of building relationships with potential buyers. People buy from people they know, like, and trust. The more you get to know your buyers (and let them get to know you), the easier it becomes to sell to them. But first, you must break through the noise, capture their attention, and create conversations with them. This is easier said than done.

Your biggest growth opportunities are often hiding in plain sight within the accounts you already serve. The key to unlocking them isn’t selling harder—it’s collaborating better. External Value Labs are structured, client-facing sessions where you and your buyers work together to identify new ways to create value. They move beyond presenting ideas to co-creating them, turning collaboration into tangible progress clients want to own.