What if your biggest competitor isn’t another vendor, but your buyer’s fear of making the wrong decision?
In this episode of Connect To Market, host Casey Cheshire sits down with Aaron Bean, Co-Founder and Head of Go-to-Market at Supercase.ai, to explore why the most dangerous competitor in B2B isn’t a rival product, but buyer indecision. Aaron makes the case that marketers need to connect to their market by focusing on the late-stage buyer journey, equipping champions to win the internal sale in a room the seller will never be in, especially when the CFO starts asking what the problem is costing and why it can’t be fixed internally.
Aaron shares research showing 61% of deals are lost to indecision and breaks down the three options every buyer weighs: do nothing, build, or buy. He walks through a framework for building decision confidence by quantifying the cost of inaction, creating CFO-credible business cases, and mapping internal advocacy moments into the buyer journey. He also introduces tracking “business case attach rate” as a leading indicator of deal health, and shares lessons from his background in philosophy, entrepreneurship, and global go-to-market work at Lenovo.
In this episode, we cover:
Why 61% of B2B deals are lost to buyer indecision, not competitors, and how to fight back
How to arm buyer champions with CFO-credible business cases that quantify the cost of doing nothing
Adding internal advocacy moments to your buyer-journey map so champions aren’t left unsupported
Tracking “business case attach rate” as a leading indicator of deal confidence and close rates
If you’re a B2B marketing leader watching qualified deals stall in committee and losing to “no decision,” Aaron’s framework for building decision confidence and arming your buyer champions is the playbook you’ve been missing.
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Connect with Aaron:
LinkedIn: https://www.linkedin.com/in/aaronbean/
Supercase.ai: https://supercase.ai/
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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
