How can B2B companies create urgency and turn “not a priority” into a reason to act?
In this CTM lightning talk on Creating Urgency, Steve Kahan, challenges a common assumption in B2B sales and marketing: that the biggest competitor is another vendor. In reality, it’s often the status quo. Buyers choose to wait because doing nothing feels safer than making a change, leaving deals stalled even when the problem is clear. Steve explains why companies spend too much time generating leads and educating buyers about their problems, rather than showing them what those problems are actually costing. By quantifying the financial losses, risks, and missed opportunities associated with inaction, companies can help buyers recognize why change matters now. The key is to make those consequences visible before a sales conversation even begins, embedding urgency into marketing, the product experience, and the sales process to improve conversion, shorten sales cycles, and accelerate growth.
In this lightning talk, we cover:
Why the status quo is often a bigger competitor than other vendors
Shifting from generating more leads to helping buyers understand the cost of doing nothing
Making the financial impact, risks, and missed opportunities of inaction visible
Building urgency into marketing, product experiences, and sales conversations to accelerate decisions
Huge thank you to our speaker for sharing a practical perspective on creating urgency in B2B sales and marketing, helping companies move beyond educating buyers about their problems to proving why solving them now matters.
Grab a copy of Steve’s new book “Creating Urgency: How to Flip the Script―and Win” here!
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