How are you building momentum for revenue growth AND customer success?
As B2B buyers control vendor selection completely through AI-powered research, success belongs to salespeople and all business developers who can prove value, build trust through transparency, and demonstrate measurable impact rather than rely on traditional persuasion tactics.
The AI shift has begun.
Your customers now deploy AI tools that evaluate your offerings before any human sees your pitch.
In the below 10-point Go-To-Market Growth Plan, every step Is an opportunity to synchronize your brand reputation across these proven methods and models - with an AI spin, of course.
• 10 priorities for realigning your team around customer success
• Strategic integration of AI, Blockchain, and Co-ownership mechanisms
The threat isn't just competitors with better AI skills. It's your customer's AI tools that now screen you out before any human conversation begins.
YOUR TOP 10 TOPICS FOR GROWTH:
1) Your Capabilities?
List the functions that solve your target market's most significant problems and goals. Yes, you are making a promise, so include your Mission Statement (with industry-redefining infographics). Augment your internal capabilities and reassess cooperative and reciprocal Partnership models for previously unattainable growth.
Acknowledge your Strategic Sweet Spot.
NEW SALES TRUTH: Buyers' AI systems are already evaluating your capabilities against competitors without your knowledge, using internal data you'll never see. Your capabilities are being scored and ranked before a human ever reviews your materials.
ai! = Interrogate AI Chat Bots to discover and position your offers to market issues and trends. Focus on capabilities that demonstrate causal impact rather than just features or benefits.
2) Who REALLY Cares?
Obsess on re-clarifying your Ideal Customer Profile (ICP). Follow through to THEIR Customers.
Be brutally self-aware about your capabilities and compatibilities. Don't underestimate trust-building from an alignment of personality and culture. The right customers accumulate value with positive testimonials, their network of new prospects, etc. Qualify selfishly because the riches are in the niches.
ai! = Dig deep to identify patterns and segment your customers. Patterns are key to planning. Implement AI-powered personalization engines like Dynamic Yield or Optimizely to deliver tailored content and messages to different audience segments at each stage of their buying process.
ai! BONUS = Your Buyers have the SAME AI tools as you... no, actually BETTER ones. Their "buyer bots" are pre-screening vendors before any human interaction occurs. So they can prompt their way through your visionary solutions and sketchy spins. Talk to them and their partners! Make sure your strategy is realistic. Demonstrate performance with tests. Earn Trust through transparency!
3) Got Goals?
Define timing and results that match your budget and human resources for brand awareness, product, research, sales lead generation, opt-ins, meetings, deals, etc. Know where you can score KPIs: Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), conversion rates, churn, and specific sources of revenue growth.
Remember to care enough to look beyond income metrics - including customer satisfaction, product adoption, usage paths of attribution, and actual outcomes.
NEW SALES TRUTH: Buyer-side AI is completely redefining what "qualified leads" even means. Many prospects you're pursuing may have already been disqualified by buyer AI without your knowledge, fundamentally changing your conversion metrics.
ai! = Discover trends to enable proactive decision-making with AI report generation tools such as DataRobot or Tableau's Explainable AI can automate reports, optimize campaigns, and personalize marketing efforts to more efficiently increase revenue by improving customer satisfaction. Implement AI-powered budget optimization platforms like Albert or Kenshoo to analyze past performance data and allocate budget to channels with the highest potential for ROI.
4) Deliver!
For them to get: Results? Rewards? Better process? How are you delivering on their expectations? See a summary of our recent "AI Workshops for Sales Leaders."
For you to do: Site content, emails, social posts and comments (like these LinkedIn tips), video sessions, promo/ads, events, ongoing follow-ups!
NEW SALES TRUTH: Buyers are using AI to validate your claims in real-time, instantly comparing your promises against actual client outcomes found across the web. The gap between what you promise and what you deliver is being quantified algorithmically.
ai! = Implement AI-driven personalization engines to customize content delivery. Use platforms like Personalize (AWS) or Dynamic Content (Mailchimp) to create personalized experiences for customers. Employ AI-powered content generation tools like Chat GPT and Copy.ai to automate content creation for your Paid, Owned, and Earned collateral.
5) Get Out!
Assess while selling - Don't wait. Reach out. Make calls. Get insights. Ask! Train and support your salespeople to: uncover customer needs, acknowledge competitive gaps, discover strategy ideas, find new prospects, retrieve hot product features, manage partner relationships, educate the market as your brand ambassador, … and close deals.
(Hint: That paragraph is the secret to success)
HOWEVER - recognize that traditional outbound prospecting is becoming obsolete as buyer bots filter vendors before human interaction. Focus on becoming a "trusted challenger" who provides external market perspective that AI can't easily replicate.
ai! = Offer helpful custom ChatBots and virtual AI Agent assistants to reach out to potential customers, answer their queries, and provide personalized recommendations. Proactive engagement helps build trust and establishes your brand as attentive and responsive. But ALWAYS have your humans edit and curate!
TRY IT - Create your own ChatBot ($100/month) with a reliable platform like our friends at CustomGPT - use this below link and get a month free. Link: https://customgpt.ai?fpr=davidcutler Code: ONEMONTHFREE
6) Market wins "Product/Market Fit"
Customer goals and benefits should lead your Product Development. Ask users often ... because they will usually want a better User Experience (UX) for their buying process, and internal team requirements. Your confidence from this alignment will inspire your marcom promotion and momentum.
NEW SALES TRUTH: Buyer-side AI is creating sophisticated "fit scores" for your products based on specifications, user feedback, and competitive analysis—all without your input. Your product's compatibility with buyer needs is being evaluated by algorithms with more data than you have.
ai! = Implement AI-powered personalization engines like Dynamic Yield or Optimizely to deliver tailored content and messages to different audience segments. Poll customers using AI sentiment analysis for UX improvements that align with your product development and messaging.
7) Unique Value Propositions: From Differentiation to Proof
Develop accurate, clear, and intriguing (!) statements that differentiate your product benefits from competitors and distractions. Be emotionally logical (go for dramatically convincing!) on how your Strategic Sweet Spot is the best way to make their lives better.
Most importantly: Focus on causal proof rather than just differentiation. By 2028, B2B buyers will completely control vendor selection, and they demand clear evidence of business outcomes, not just persuasive messaging.
ai! = Set news notifications on competitors and customers. Get creative with AI-powered brand and sentiment monitoring tools like Brandwatch. Assess historical patterns for potential scenario planning options. Implement causal analytics tools that demonstrate the direct impact of your solutions on client outcomes.
8) Lead a Movement:
Position you and your company as a trusted thought leader by sharing insights on priority industry issues. Disclose to differentiate! Don't just broadcast, design your community engagement (using an efficient platform like Circle) for interactive participation, incentives, and growth.
Start small in a good old (new) Think Tank phone/Zoom session with a few, yet diverse, industry peers. This is wider than an Advisory Board. Expand by collaborating with industry experts and influencers. Challenge and incentivize them to discuss insights from trials and use cases that affect your market and reveal adjacent opportunities. See the end of this post for a bonus on leadership.
ai! = Use AI-powered content generation tools to design conversational participation. Test which formats maximize results. Discover the most valuable people by employing AI algorithms to identify ideal matches. Diversify participation with both people who align with your target market and are in adjacent roles.
9) Demand Demand
Marketing that drives intent, not just awareness, will deliver more relevant sales conversations across your direct and partner channels. All your content should match each stage of your buyer's journey (when was the last time you acknowledged your Flipping Funnel?)
NEW SALES TRUTH: Traditional demand generation is increasingly ineffective because buyer AI systematically filters out content it perceives as promotional rather than informational. Your marketing investment may be reaching algorithms instead of decision-makers, who only see content their AI deems valuable enough to surface.
ai! = Machine learning and AI analytics can combine seemingly disparate data and derive customer insights so interactions can more easily be designed to increase conversions and revenue. Focus on creating information-rich content that demonstrates causal impact rather than traditional marketing claims.
10) Internal / External Success
Listen to your people. Insist on employee and user feedback loops with training for the discovery of issues and opportunities to support, incentivize, share, and expand by focusing on exceptional customer experiences. Tell YOUR CUSTOMER'S STORY (not just yours).
ai! = Get creative with AI-powered brand monitoring tools like Brandwatch or Talkwalker to track brand mentions and sentiment across social media. By automating analysis, you can more efficiently expand your knowledge, fostering a reputation for continuous improvement. AI-powered tools can help gather feedback from employees and users, identify areas for improvement, and enhance customer experiences.
Why? ...
Because proud loyal customers and employees will share testimonials ... And advocates will evangelize when you Lead a Movement (#8).
Assess, create, and deliver customer value by optimizing engagement, driving demand, and growing business between more relevant people (and Robot Engines) across new ecosystems and economies.
Updated Roles for Sales Professionals: The Strategic Pivot
The New Reality
The most significant shift ahead is the move from persuasion to proof. Sales professionals who thrive in the AI era will focus on transparency, measurable outcomes, and relationship-building rather than traditional selling tactics.
The most significant shift ahead is the move from persuasion to proof. Sales professionals who thrive in the AI era will focus on transparency, measurable outcomes, and relationship-building rather than traditional selling tactics.
Three New Role Categories:
1. Earn your role as a "Trusted Challenger"
- Provide External Perspective: Share insights that clients' AI systems can't easily access
- Focus on Measurable Impact: Demonstrate how your solutions directly cause positive business outcomes
- Build Trust Through Transparency: Use data and evidence rather than persuasion techniques
- Provide External Perspective: Share insights that clients' AI systems can't easily access
- Focus on Measurable Impact: Demonstrate how your solutions directly cause positive business outcomes
- Build Trust Through Transparency: Use data and evidence rather than persuasion techniques
2. Transition to High-Value Strategic Roles
- Revenue Enablement Specialist: Help teams increase deal size and velocity
- AI Sales Integration Specialist: Implement and optimize AI-powered sales tools
- Customer Success Architect: Focus on post-sale value creation and expansion
- Cross-Functional Revenue Team Leader: Bridge traditional organizational silos
- Revenue Enablement Specialist: Help teams increase deal size and velocity
- AI Sales Integration Specialist: Implement and optimize AI-powered sales tools
- Customer Success Architect: Focus on post-sale value creation and expansion
- Cross-Functional Revenue Team Leader: Bridge traditional organizational silos
3. Develop Data and AI Expertise
- Sales Data Analytics Expert: Turn sales data into actionable insights for revenue growth
- AI Prompt Engineering: Master AI tools for strategic sales insights and automation
- Buyer-Side AI Navigation: Help companies optimize how buyer AI systems discover and evaluate them
- Sales Data Analytics Expert: Turn sales data into actionable insights for revenue growth
- AI Prompt Engineering: Master AI tools for strategic sales insights and automation
- Buyer-Side AI Navigation: Help companies optimize how buyer AI systems discover and evaluate them
Simple Goal ... Prove your value, earn trust through AI-driven transparency, and structure relationships around direct impact for customer success.
Get Real Get PumpedGet Business
Your options and opportunities are getting better every day.
BONUSFor inspiration, here are 73 Business Model OptionsFrom Traditional to Transformative:
Core Traditional Models
- Direct Product/Service Sales (E-commerce focused)
- Outbound Sales (Now with proof-based focus and AI verification)
- Inbound Marketing (Value-driven content that educates vs. promotes)
- White Labeling and OEM (Strategic partnerships for market expansion)
- Brand Licensing (Intellectual property monetization)
- Lead Generation Services (High-value, highly-qualified prospect identification)
- Affiliate Marketing Programs (Performance-based partnership networks)
- Reseller/Partner Management (Channel optimization and support)
- Franchise Models (Scalable business replication systems)
- Commission-Based Sales Teams (Performance-aligned compensation structures)
- Direct Product/Service Sales (E-commerce focused)
- Outbound Sales (Now with proof-based focus and AI verification)
- Inbound Marketing (Value-driven content that educates vs. promotes)
- White Labeling and OEM (Strategic partnerships for market expansion)
- Brand Licensing (Intellectual property monetization)
- Lead Generation Services (High-value, highly-qualified prospect identification)
- Affiliate Marketing Programs (Performance-based partnership networks)
- Reseller/Partner Management (Channel optimization and support)
- Franchise Models (Scalable business replication systems)
- Commission-Based Sales Teams (Performance-aligned compensation structures)
Value-Based Evolution Models
- Outcomes-Based Pricing (Pay for measurable results)
- Usage-Based Billing (Scale pricing with customer success)
- Value-Share Models (Revenue sharing based on customer outcomes)
- BNPL for B2B (Buy now, pay later for enterprise solutions)
- Revenue-Share Partnerships (Collaborative success models)
- Tiered Outcome Pricing (Different pricing for different success levels)
- Performance-Based Retainers (Ongoing service tied to measurable results)
- Micro-Subscriptions (Highly specific, recurring value delivery)
- Outcomes-Based Pricing (Pay for measurable results)
- Usage-Based Billing (Scale pricing with customer success)
- Value-Share Models (Revenue sharing based on customer outcomes)
- BNPL for B2B (Buy now, pay later for enterprise solutions)
- Revenue-Share Partnerships (Collaborative success models)
- Tiered Outcome Pricing (Different pricing for different success levels)
- Performance-Based Retainers (Ongoing service tied to measurable results)
- Micro-Subscriptions (Highly specific, recurring value delivery)
Content and Experience Monetization
- Premium Content Access (High-value educational resources)
- Live Content and Events (Real-time value delivery and community building)
- On-Demand Learning Levels (Progressive skill development programs)
- Training Curriculum and Certification (Professional development systems)
- User-Generated Content Incentives (Community-driven value creation)
- Sponsored Content Integration (Strategic brand partnerships)
- Interactive Content and Tools (Engaging, valuable user experiences)
- Member Access Programs (Exclusive community benefits)
- Experience-Based Revenue (Memorable, transformative engagements)
- Subscription Boxes (Curated value delivery systems)
- Tip Jar/Optional Payment Models (Value-appreciation monetization)
- Shoppable Content Integration (Seamless commerce within content)
- Premium Content Access (High-value educational resources)
- Live Content and Events (Real-time value delivery and community building)
- On-Demand Learning Levels (Progressive skill development programs)
- Training Curriculum and Certification (Professional development systems)
- User-Generated Content Incentives (Community-driven value creation)
- Sponsored Content Integration (Strategic brand partnerships)
- Interactive Content and Tools (Engaging, valuable user experiences)
- Member Access Programs (Exclusive community benefits)
- Experience-Based Revenue (Memorable, transformative engagements)
- Subscription Boxes (Curated value delivery systems)
- Tip Jar/Optional Payment Models (Value-appreciation monetization)
- Shoppable Content Integration (Seamless commerce within content)
Community and Network Models
- Marketplace and App Stores (Platform-based commerce)
- Social Network (P2P) Selling (Peer-to-peer value exchange)
- Gamification for Engagement (Achievement-driven participation)
- Community/Partner Management (Network relationship optimization)
- Movement/Cause Crowdfunding (Purpose-driven collective action)
- Donations and Cause Marketing (Values-based support models)
- Crowdsourced Innovation (Community-driven product development)
- Circular Economy Models (Sustainable, regenerative business practices)
- Aggregator/VAR Models (Value-added distribution networks)
- Partner Management Services (Relationship optimization and support)
- Community Membership Revenue (Exclusive network access)
- Co-Creation Development (Collaborative product/service innovation)
- Marketplace and App Stores (Platform-based commerce)
- Social Network (P2P) Selling (Peer-to-peer value exchange)
- Gamification for Engagement (Achievement-driven participation)
- Community/Partner Management (Network relationship optimization)
- Movement/Cause Crowdfunding (Purpose-driven collective action)
- Donations and Cause Marketing (Values-based support models)
- Crowdsourced Innovation (Community-driven product development)
- Circular Economy Models (Sustainable, regenerative business practices)
- Aggregator/VAR Models (Value-added distribution networks)
- Partner Management Services (Relationship optimization and support)
- Community Membership Revenue (Exclusive network access)
- Co-Creation Development (Collaborative product/service innovation)
AI-Enhanced Business Models
- Custom AI Research Services (Specialized AI-powered insights)
- AI-as-a-Service (AIaaS) (AI capabilities as subscription services)
- AI Content Ownership/RevShare (Intellectual property monetization through AI)
- AI Agent Design for Proof-Based Selling (Custom AI tools for sales effectiveness)
- Causal Impact Measurement (ROI verification and outcome tracking)
- AI-Driven Transparency Services (Trust-building through data verification)
- Buyer-Side AI Navigation (Helping companies optimize AI discoverability)
- Trusted Challenger Positioning (Expert advisory services that AI can't replicate)
- Cross-Functional Revenue Integration (Unified growth strategies across departments)
- IP Licensing with AI Agent Navigation (Advanced intellectual property monetization)
- Outcome Forecasting as a Service (Predictive analytics for business planning)
- Custom AI Research Services (Specialized AI-powered insights)
- AI-as-a-Service (AIaaS) (AI capabilities as subscription services)
- AI Content Ownership/RevShare (Intellectual property monetization through AI)
- AI Agent Design for Proof-Based Selling (Custom AI tools for sales effectiveness)
- Causal Impact Measurement (ROI verification and outcome tracking)
- AI-Driven Transparency Services (Trust-building through data verification)
- Buyer-Side AI Navigation (Helping companies optimize AI discoverability)
- Trusted Challenger Positioning (Expert advisory services that AI can't replicate)
- Cross-Functional Revenue Integration (Unified growth strategies across departments)
- IP Licensing with AI Agent Navigation (Advanced intellectual property monetization)
- Outcome Forecasting as a Service (Predictive analytics for business planning)
Data-Driven Models
- Data Monetization (Information asset optimization)
- Regulatory/Compliance Services (Specialized expertise monetization)
- Sustainability Auditing (Environmental and social impact assessment)
- Bounty Programs (Incentive-based outcome achievement)
- Virtual and Metaverse Events (Digital experience monetization)
- Micro-Payments for Specific Solutions (Granular value pricing)
- Predictive Analytics Products (Forecasting and intelligence services)
- Benchmarking-as-a-Service (Competitive intelligence and analysis)
- Data Monetization (Information asset optimization)
- Regulatory/Compliance Services (Specialized expertise monetization)
- Sustainability Auditing (Environmental and social impact assessment)
- Bounty Programs (Incentive-based outcome achievement)
- Virtual and Metaverse Events (Digital experience monetization)
- Micro-Payments for Specific Solutions (Granular value pricing)
- Predictive Analytics Products (Forecasting and intelligence services)
- Benchmarking-as-a-Service (Competitive intelligence and analysis)
Web3 and Advanced Technology Models
- Tokenomics and Digital Assets (Blockchain-based value systems)
- Fractional Ownership (Shared asset investment models)
- Decentralized Autonomous Organizations (Community-governed business models)
- Hybrid IRL/Virtual Experiences (Blended reality value delivery)
- Token-Gated Premium Content (Blockchain-verified access control)
- NFT Memberships and Loyalty (Unique digital asset programs)
- Smart Contract-Based Licensing (Automated agreement execution)
- DAO-Enabled Collaboration (Decentralized community governance)
- Reputation-Based Earning Models (Trust and credibility monetization)
- Wallet-Based Lead Generation (Blockchain identity-driven prospecting)
- Tokenomics and Digital Assets (Blockchain-based value systems)
- Fractional Ownership (Shared asset investment models)
- Decentralized Autonomous Organizations (Community-governed business models)
- Hybrid IRL/Virtual Experiences (Blended reality value delivery)
- Token-Gated Premium Content (Blockchain-verified access control)
- NFT Memberships and Loyalty (Unique digital asset programs)
- Smart Contract-Based Licensing (Automated agreement execution)
- DAO-Enabled Collaboration (Decentralized community governance)
- Reputation-Based Earning Models (Trust and credibility monetization)
- Wallet-Based Lead Generation (Blockchain identity-driven prospecting)
David Cutler's Specialty Models
- Co-Ownership Economy Growth - Build community through Web3-enabled revenue sharing where fans, customers, and partners co-create and co-earn from business success
- Programmable Asset "Tagging" - Transform any business interaction into dynamic revenue opportunities through blockchain-enabled buy/sell/share/earn/trade/reward systems
- Co-Ownership Economy Growth - Build community through Web3-enabled revenue sharing where fans, customers, and partners co-create and co-earn from business success
- Programmable Asset "Tagging" - Transform any business interaction into dynamic revenue opportunities through blockchain-enabled buy/sell/share/earn/trade/reward systems
Web3 services are getting easier to deploy every day with the unique customer engagement functions of the new breed of content management platforms...Which ones are best for you?
Bottom Line is the Bottom Line:
Your Competitive Advantage
- Judgment across complex decisions (closes bigger deals)
- Emotional intelligence in communication (builds lasting relationships)
- Ethical leadership under pressure (creates trusted advisor status)
- Creative problem-solving across functions (delivers unique value)
- Empathetic guidance through transformation (accelerates team performance)
The opportunity is massive. AI creates unprecedented possibilities for those who evolve their approach rather than fight the change.
The obligation is clear. Develop the human capabilities that command premium pricing and create lasting competitive advantage.
Every interaction should leave people feeling more capable, more confident, and equipped with specific actions they can take to grow their revenue.
David Cutler helps B2B sales professionals turn AI disruption into revenue opportunity through proven frameworks, live community engagement, and implementation guidance - delivered with strategic intelligence and infectious enthusiasm.
