Video
Account-Based Marketing and the Buyer Language Gap with Lisa Dennis | Sales Gravy Podcast
Sales Gravy21 Aug 2026
Watch
Quoted on this wiki
Every place a page here uses this source, in the order the words come in it.
happens is capturing full conversation. So personas are a big thing, right? Now they're either fake personas named Susie Sunshine, who has a dog named Spot, or they're full-on interview-based personas that are built off of real conversation. Now, when we use the personas or we produce them, we distill out. “I say, let's get the whole conversation in.” Let's really analyze that entire conversation and how they frame up the things that they care about. What specific words do they use? Because that's the basis for constructing a language and then taking what the sales 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
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
It should go up a level, right? The content itself, the format itself shouldn't matter all that much if we have kind of like a language engine that we all understand. And if we do that, then we can spin out. “Whatever is needed in terms of, OK, here's the CRO, same language, same conversation.” We're going to spin it out to him this way. So we starting here instead of starting there and pushing up. And I think that's what we try to do. We go, OK, here's our target. Let me take this solution brief. Now, let me make that C-suite enabled, right? And I help people do that, right? And here's my technology guy.
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
Quotes are verbatim and belong to their publishers. Where a quote has been translated, the original wording is kept below it.