Buying committees. Research done long before the first call. AI search. Procurement in the room. I build sales functions that are there before the decision is made.
272 days
The average B2B buying journey. Sales gets the last 52.
Source: Dreamdata, LinkedIn Ads Benchmarks Report 2026 (registration required) (opens in a new tab)
81%
of the journey happens before the sales pipeline, up from 70%.
Source: Dreamdata, LinkedIn Ads Benchmarks Report 2026 (registration required) (opens in a new tab)
94%
of B2B buyers research with generative AI.
Source: 6sense data, cited by LinkedIn, 2026 (opens in a new tab)
69%
still want a sales rep to confirm what the AI told them.
Source: Gartner press release, 20 May 2026 (opens in a new tab)
Most sales functions were designed for a buyer who waited for a salesperson to explain things. That buyer is gone. Today’s buyer has compared you, shortlisted you or dismissed you before anyone on your team knows they exist.
The good news: buyers still want a person at the moment that matters. More activity won’t get you there. More tools won’t either. The structure underneath has to change, so your sales function shows up for that moment. Not 220 days late.
I see the whole system: value, buying process, pipeline, team, tools. Then I land and do the work myself.
Wherever I’ve worked, the pattern has been the same. I go where the commercial structure is missing, and I build it while carrying a number.
Most companies start at the top: more content, a new tool, another campaign. My Revenue Generation Framework™ starts with value and the buying process. If those are wrong, nothing above them works.
Value
Buying process
Information
Touchpoints
Signals
Nurturing
Content
Enterprise sales, sales leadership and revenue operations, from Xerox to scaleups
I got a really good and comprehensive analysis of our site very quickly. It highlighted some pain points that could be a clear marketing obstacle. I hadn’t noticed these myself as I was blinded by the content while regularly staring at it.
Kalle HonkonenCEO, Uratalo Oy (at the time)The Bell and FridgeAI existed only as ideas in my head. Then I built them. Both are live, with paying customers. What’s in yours?
Practical tools and tactics for B2B sales, with exercises in every chapter. Free to download in English, Finnish and Swedish.
Tell me where your sales function stands, and I’ll tell you honestly whether I can help.
