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GM to the Top 1% ☕
On August 20 the A2A protocol formally joined the Linux Foundation-directed Agentic AI Foundation. That body now counts more than 250 member organizations, including Anthropic, Google, Microsoft, OpenAI, Cloudflare, Bloomberg, and Block.
If that sounds like infrastructure news you can skip, here is the translation. The industry just started agreeing on a common language for how one company's software talks to another company's software without a human in between.
Around the same time, IDC put eighty percent of B2B technology buyers as already using AI agents somewhere in the purchase process. So the standard is not arriving ahead of the behavior. It is arriving late, to formalize something your buyers have been doing for a year.
💡 LEGIBILITY IS THE NEW DISTRIBUTION
For twenty years the game was being findable and then being persuasive. A human searched, a human read, a human formed an impression, and a seller got a chance to shape it.
The new intermediate step is that a piece of software reads everything about your company first and produces a summary. That summary is what the human sees. And the software is not persuadable. It does not respond to rapport, urgency, or a well-timed story. It responds to whether the information it needs exists in a form it can parse and cite.
This produces a strange new failure. Companies with genuinely better products lose early rounds because their proof is trapped in formats a machine cannot use. Pricing that only exists after a call. Security posture that lives in a PDF behind a form. Integration details buried in a sales deck. Customer outcomes that exist as a logo wall with no numbers attached. All of it invisible to the thing doing the first pass.
Meanwhile a mediocre competitor with a clear public pricing page, a published security summary, and three case studies containing actual figures gets summarized accurately and lands on the shortlist. Not because they sell better. Because they are readable.
Distribution used to mean being in front of people. It now means being parseable by the thing standing in front of the people.
🔧 THE MACHINE READABLE DEAL
Four checks. You can run them this morning.
1. Read yourself the way software does: Ask a general-purpose model to summarize your company as a vendor, list your pricing, and name your three biggest weaknesses. Do not correct it. Write down what it got wrong, because that is what your buyer saw.
2. Find the gated proof: List everything a buyer needs to shortlist you that currently sits behind a form or a call. Security summary, integration list, pricing shape, implementation timeline. Each gate is a place a machine gives up and moves on.
3. Put numbers next to the logos: A case study without a figure is invisible to a summarizer. One sentence with a percentage and a timeframe per reference customer changes what gets extracted about you.
4. Feed your own deals: Before every first call, run the same summary on your buyer's company. Whatever the machine says about them is roughly what their competitors' sellers are seeing, and knowing it is a real edge that costs you ninety seconds.
🎯 THIS WEEK'S HOMEWORK
Ask a model to summarize your company as a vendor and to recommend an alternative. Read the answer as though you were the buyer. Then send the three worst inaccuracies to your marketing team with a note about where the correct information should live publicly. You will be the first person there who thought to check.
❓ QUESTION OF THE DAY
If software summarized your company for a buyer this morning, what would it get wrong?
Reply with the one error that would cost you the most deals.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. Want 2,800+ AI-native sellers reading your brand every morning? Morning Sales readers are enterprise AEs, sales leaders, and revenue operators who open at well above category average and actually click. Single placements and four week runs are both open. Book here: https://app.beehiiv.com/direct_sponsorships/3760348f-b319-4d3d-a479-f7934571d587