Resources for PMM Leaders

Buyers in complex B2B deals don't pick the best product; they turn scattered signals into one story about what's safe to choose, and the safest, most believable story wins over the strongest raw evidence. That's why sandboxes, peer references, and hands-on trials beat polished decks: they let buyers "rehearse the regret" and test the story instead of just trusting it, and it's why brand and incumbency give known vendors a head start that challengers have to earn from zero. What looks like irrational buying is really organizational self-protection, and even a convinced buyer still has to turn belief into actual permission to buy.

When we first started selling GetWhys in 2023, we sold the concept of instant access to buyer insights.

On one hand... it was really cool. It was the first time that our customers could ask questions and get answers, immediately. I was going around telling them something like this:

In an ideal world, before you built, created, or said anything, you'd:

• pause time
• run a focus group with your target audience on the thing you planned to do
• use that information to do better work

Functionally, I was going around selling the B2B version of the Adam Sandler movie Click.