Every interaction counts in markets with limited potential buyers.
‍Achieving high win rates and maintaining low "Burning Bridges Rates" (BBR) is crucial, especially since 80% of market volumes are often dominated by a finite set of customers. Success requires securing high win rates as substantial volumes lie within a select set of accounts. Missing out on these major players could leave you competing for minor stakes.

Selling is a complex process in businesses where decisions are made cross-functionally and cross-hierarchy.
‍It requires an in-depth understanding of the company's internal processes, KPIs, and organizational structure. Due to this complexity, there is often a heavy dependence on a few senior individuals (rainmakers) to generate the bulk of revenue. Rainmaker dependency leads to bottlenecks and limits growth.

Selling new versus established categories is significantly different.
For established products like CRMs, the focus is on distinguishing your offering from competitors lower in the hierarchy since the need for a CRM is already recognized by senior stakeholders. However, for unestablished categories, it's crucial to ensure that top-level management conceptually understands and agrees with the category's value and existence before diving into specific product attributes.