Selling Enterprise AI
Tech sales has changed dramatically in the last few years.
The undercurrent of a massive technological change with AI, combined with significantly more competitive business environment, has led to significant changes in what the job looks like.
The performance expectations have never been as high as they are today.
If you want to win in tech sales today, you need to master multiple disciplines:
Strong point of view on applied technology (the benefits behind the features).
Deep understanding of the state of play that your customer operate in.
Assertive value positioning (selling from a position of informed strength).
The most powerful opportunity today in tech sales is cloud infrastructure software.
My strong conviction bet is that computing power is the most important resource, alongside oil. Everything that we build in the worlds of atoms and bits depends on it. What are the most important attributes of computing power?
Obtaining it (The art of designing and printing silicon)
Utilising it (Building applications powered by AI)
Keeping it running (Orchestrating and observing resilient systems)
Protecting it (Securing computing power through software, people, and processes)
When I refer to AI, I focus on both cutting-edge LLMs, as well as ML at enterprise scale.
I believe that the highest value will accrue at the bottom of the stack, which means the chip makers, the cloud hyperscalers and their marketplaces, AI model makers, and select ISVs across data platforms, observability, and cybersecurity.
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Part 1: Technology outcomes
LLMs and Enterprise-grade Machine learning explained in an understandable way.
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Part 2: Use cases and benefits
Successful implementations and stories from the field.
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Part 3: State of play and key players
Understand what is really going on in the industry and how to benefit from selling for cloud infrastructure software companies.
I highly recommend this program to B2B sellers who are selling highly technical or AI products. The reason is that demonstrating value in a technical environment is much different and more challenging than in other areas.
Firstly, as a seller, you are often not technical yourself. This can lead you to easily get lost in the conversation and lose control of the deal. Secondly, it is easy to get bogged down in technical details when selling a technical product or AI.
The value of this course lies in its ability to teach you how to think about your technical product and sell it in a way that makes it non-technical. It essentially shows you how to connect your product to business outcomes.
The course provides concrete, real-world examples of how companies leverage AI to achieve tangible business outcomes, such as increased revenue and more customers. When Deal Director presents this in his program, you, as a seller, begin to understand how to approach selling and the style you should adopt for technical products.
There is indeed a style that works better for these situations. For me personally, this course has been a strong foundation and has helped shape my overall selling approach. I believe it is already resulting in better conversations.
Laz Garcia
What do you get by joining?
Access to the full database of cloud infra companies
More than 5 hours of actionable insights into AI
New video every week
Weekly group calls focused on go-to-market teams
The tech sales community operates around weekly calls.
In my experience, growth in tech sales comes from repeated discussions over a long period of time. This requires to get on calls.
Calls are inconvenient.
They take time.
Sometimes they might be out of your comfort zone.
But they will help you grow. This is not your company training or coaching session where you need to “save face”. The goal is to discuss in detail everything that will help you to accelerate - whether that’s how to get a new role, how to close a deal or how to navigate a complex product.
Frequently asked questions
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Any individuals that wants to be able to understand and sell LLMs and Enterprise-grade Machine Learning.
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The technical information is presented at a high level and focused on actionable insights.
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Any company that impacts computing power. The bottom of the stack is NVIDIA and the hyperscalers (AWS/Azure/GCP) and that’s where most of the value will accrue. A select set of companies operate as ISVs (independent software vendors) and provide key services on top of the stack in the areas of data platforms, cybersecurity and observability.
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I’ll refund you the first monthly payment for the course if you have reviewed less than 15% of the content and did not join any of the weekly calls.
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Every week there is either a new video or an update to the existing content. AI is such a dynamic technology that it’s impossible to understand what’s going on and where we are going without constant learning.
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Yes, you have a monthly fee and you can cancel at any time.
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Community members bring topics they would like to address - this can vary from career questions, specific challenges they are having on deals, practical questions around cloud infrastructure software and anything in between.