In partnership with
Scale Your IRL Campaigns Like Digital Ads
Out Of Home advertising has long been effective but hard to scale—until now. AdQuick makes it simple to plan, deploy, and measure campaigns with the same efficiency and insight you expect from online marketing tools.
Marketers agree: OOH is powerful for brand growth, driving new customers, and reinforcing messaging. AdQuick makes it easy, intuitive, and data-driven—so you can treat real-world campaigns like any other digital channel.
GM to the Top 1% ☕
I had a deal stall at verbal commit last October. Champion was locked in. Economic buyer had signed off. IT was through security review. Legal was on the redline.
Then a new voice appeared in the thread. Title I hadn't seen before. Subject line of the email: "AI Governance Review Required."
The deal sat for six weeks. Not because of price. Not because of competition. Because there was a stakeholder I had never mapped, never met, and had never built a relationship with. And that stakeholder had a veto.
We closed it. But we lost six weeks because I was still running a buying committee playbook built for 2022.
💡 MEET THE 14TH STAKEHOLDER: THE AI REVIEW BOARD
Forrester's 2026 B2B Buying Study found that the average complex enterprise purchase now involves 13 internal stakeholders and 9 external participants. That's already a different deal than the one you trained for.
But there's a stakeholder type that doesn't show up in Forrester's historical data because it's new. In the last two years, a significant number of enterprise organizations have stood up a formal AI Review Board. Its job is to evaluate model risk, data security, regulatory exposure, and compliance posture for any AI-adjacent procurement.
If you are selling anything with AI in or near the product, you have a 14th stakeholder. Most reps don't find out about the AI Review Board until it's already delayed their deal. The ones who are winning right now are the ones who proactively ask about it in discovery, bring pre-built compliance documentation to the first security conversation, and treat the AI governance reviewer as a champion-in-waiting rather than an obstacle.
The AI Review Board is not hostile. It just wants to not be surprised. Give them nothing to be surprised by.
🔧 THE 4-STEP BUYING COMMITTEE MAP FOR AI DEALS IN 2026
Do this for every enterprise opportunity in your pipeline right now.
1. Map all four stakeholder legs: Champion (daily pain, workflow friction), Economic Buyer (risk and measurable ROI), Power User (habit and adoption), and AI Governance (model risk, data security, compliance). If you don't have a name for leg four, you don't have a complete map.
2. Pre-empt the AI governance conversation: In your second or third discovery call, ask directly: "Has your organization established an AI Review Board or governance process for evaluating AI procurement?" This question alone separates you from every other rep.
3. Build a one-page AI compliance brief for the deal: Model architecture overview, data handling practices, security certifications, relevant regulatory alignment. Bring it before they ask for it.
4. Make the governance reviewer a champion: Schedule a separate 30-minute call with them before the formal security review. Learn what keeps them up at night. Solve one of their problems before the deal requires it.
🎯 THIS WEEK'S HOMEWORK
Open your top 3 pipeline opportunities. Write down the name of the person in each account who owns AI governance or security review. If you don't have a name, that is your homework this week. Get the name. Book the call.
❓ QUESTION OF THE DAY
Has an AI governance or security review ever stalled or killed a deal you were counting on this year?
Reply and tell me what you wish you had done differently. I'm writing something on this and your story could help a lot of reps.
See you tomorrow.
Edward
Founder, Morning Sales
P.S. If you want to work through your most complex deal together, I run 1:1 AI Sales Coaching sessions specifically for enterprise reps navigating multi-stakeholder decisions. $500 for a focused hour. Book here: edwardgorbis.com