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Account-Based Marketing and the Buyer Language Gap with Lisa Dennis | Sales Gravy Podcast
Sales Gravy21 Aug 2026
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team is pulling in. And again, let's record those calls. Let's pull that all together because then we have the whole fabric of the conversation, not just the bits and bytes. I love that. And you know what's interesting is the sales training that we deliver here. That's one of the things we do in discovery It's like what is your vernacular? You know, what are you using? How do you weave that in? “So that should absolutely be taken into account when you're developing this messaging. I” Love that. So the next thing that I want to cover with you is like what's the cost of not speaking the buyer language? It's interesting because it's a combination of direct and indirect cost in our attempt to connect and move the Deal down the pike and close. We're really very focused on a very narrow thing and
on the back end, it's actually making space to actually think about strategy, to actually have the time to figure it out and to work with others and to really build something out that's substantial, that's totally plugged in to what the buyer's strategy is. Because that's the other part of it is that, whose strategy are we talking about? Yes. Talking about our own? “No, we're talking about theirs.” That's another disconnect that I see is when we start building programs, we are really very much thinking about our own pipeline and our own quotas and our own deals, and we really should be. So to facilitate the conversations around the strategy itself, what are things that