Michael Phelan joins Dave Irwin to unpack the hidden drivers of successful enterprise engagement. From customer interviews to competitive benchmarks, Phelan reveals what actually gets attention in the boardroom—and how smart sellers can become magnets for internal buy-in. This episode is a masterclass in landing big accounts and unlocking massive expansion without ever leading with your product. If you want to become the analyst your customers trust, this one's for you. Guest: Michael Phelan, Founder & Principal Go to Market Pros Key points:Why personalization fails and insight succeeds in enterprise selling The “Jobs to Be Done” framework for identifying customer needs How best-in-class competitor benchmarks create internal urgency Becoming a trusted analyst and source of insight (not just a seller) Research-backed ways to drive expansion across large accounts Practical examples: how companies like Target and AT&T respond to insight-led engagement How to engage earlier in the buyer’s journey and shape the pursuit Creating before-and-after moments that visualize value Why sellers must spark internal collaboration to win expansion deals 

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