About
No two companies have ever done business together; the people inside them do. I've spent 30 years measuring those relationships, and the data is blunt: 7 in 10 account teams have blind spots with key buyers, costing you renewals you thought were safe and cross-selling growth you didn't know was there. Join my session and then book 20 minutes and I'll show you where your growth is hiding, and how to claim a Sales 3.0 pilot spot.
Session
SESSION
SPEAKER
Day 2 · Thursday, December 3, 2026
12:00 pm - 12:20 pm ET
The F Word in Business: What "Fine" Hides About Your Buyer Relationships
How 10,836 Matched Assessments Expose the Seller Blind Spot
Customer surveys tell you what buyers say. But do your sellers know what each key buyer would say before they see the results? Across 43 studies and 10,836 matched assessments, where account managers predicted a named buyer's answers before the buyer responded, 71% of account teams had at least one material blind spot. Those gaps hide revenue risk when teams overrate weak relationships, and growth when they underrate strong ones.
Tom Cates shares a patented, buyer-level approach built for high-value B2B relationships and shows how to put the gaps to work. You'll take back:
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Customer surveys tell you what buyers say. But do your sellers know what each key buyer would say before they see the results? Across 43 studies and 10,836 matched assessments, where account managers predicted a named buyer's answers before the buyer responded, 71% of account teams had at least one material blind spot. Those gaps hide revenue risk when teams overrate weak relationships, and growth when they underrate strong ones.
Tom Cates shares a patented, buyer-level approach built for high-value B2B relationships and shows how to put the gaps to work. You'll take back:
- Revenue leaders: how to spot where seller assumptions hide retention risk and unclaimed growth.
- Strategic account leaders: how to close the gap between what your team predicts and what each named buyer actually says.
- Enablement leaders: how to turn buyer-level gaps into coaching priorities for each seller.
- Training leaders: how to use recurring gaps across sellers to focus your curriculum.
