ONE FOR YOUR INBOX BEFORE WE START
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GM to the Top 1% ☕
Picture a deal where your champion loves you. You build her a sharp deck with the exact ROI slide she asked for.
She forwards it. The finance lead sees a slide built for operations. Legal sees nothing about risk. The deck that won your champion just gave three other people a reason to disagree.
💡 THE CHAMPION-ONLY TRAP
Gartner surveyed 632 B2B buyers in August and September 2024 and published the findings in May 2025, so the data is older than most of what I send. It is still the clearest finding I have seen on buying conflict.
74% of buyer teams showed unhealthy conflict during the decision. Buying groups that reached consensus were 2.5 times more likely to report a high-quality deal. Gartner's analyst noted groups now run from five to 16 people across as many as four functions.
Now the part that stings. Content tailored to the whole buying group had a 20% positive impact on consensus. Content tailored to an individual's needs had a 59% negative impact. Buyers who felt group relevance were three times more likely to report a high-quality deal.
The reframe: personalization is not always the answer. Personalizing for one person can divide the group. The best material makes the group feel like one team facing one problem.
🔧 THE GROUP-LEVEL REWRITE
Four moves to rewrite your next piece of deal material for the room, not the champion.
1. List the functions: Write down every function that touches the decision, such as finance, operations, IT, legal, and the business owner. Count how many you have spoken to.
2. Write one shared sentence: Draft a single sentence naming the problem all of them share, such as "We lose three weeks every quarter closing the books by hand." If you cannot write it, you do not know the deal yet.
3. Rebuild one asset around it: Take your proposal or recap email and put the shared sentence at the top. Move each function's concern into its own short section.
4. Hand your champion a forwardable page: Give her one page she can forward as-is, with the shared problem first and each function's top concern answered in one line.
🎯 THIS WEEK'S HOMEWORK
Pick your biggest open deal and write the shared-problem sentence. Then check whether your latest proposal or recap actually says it. If it speaks to only one person, rewrite the top third today.
❓ QUESTION OF THE DAY
Could your champion forward your last email to her CFO without editing it?
Reply yes or no. If no, you know what to fix first.
See you tomorrow.
Edward
Founder, Morning Sales