Under the Microscope / Research programme
Enterprise Sales
Better enterprise selling through a better understanding of enterprise buying.
- Programme
- 10 questions
- Publication status
- In preparation
- Perspective
- Sellers and buyers
First in the programme / 01
The AI Whitespace Paradox
Are the least-adopted markets really the best places to sell AI?
Low adoption may reflect an opportunity, a barrier, or limited need. The research will test those explanations before drawing a commercial conclusion.
Research plannedThe buying decision, examined
Ten questions. A shared evidence standard.
From the buyer's next use of cash to the cost of an accepted AI outcome, each question will lead to a study and a reusable worksheet or framework. No findings are published here yet.
01
The AI Whitespace Paradox
Are the least-adopted markets really the best places to sell AI?
- Planned community output
- territory/readiness worksheet.
02
Your Biggest Competitor Might Be the Customer's Next Use of Cash
What should a seller know before walking into the CFO's office?
- Planned community output
- CFO briefing card.
03
Whose Quarter-End Is It, Anyway?
Do customers buy on their calendar—or ours?
- Planned community output
- buyer-calendar planner / expiry watchlist.
04
The Incumbent Fortress
How persistent are observable enterprise technology supplier relationships?
- Planned community output
- competitive-account research template.
05
The Hidden Journey from Purchase Order to Payment
Where does enterprise buying accumulate delay, exceptions and rework?
- Planned community output
- buyer-process discovery guide.
06
The CIO Signs. Who Actually Chooses?
Are software sellers overlooking the technical buying coalition?
- Planned community output
- champion-development and technical-validation worksheet.
07
A Token Is Not an Outcome
What does an AI workflow really cost to deliver successfully?
- Planned community output
- inspectable AI deal-economics calculator.
08
Your AI Business Case Counts Hours. Your CFO Counts Cash.
When does task productivity become financial value?
- Planned community output
- AI pilot measurement kit.
09
Are Software Sellers Getting Less Productive—or Is the Business Model Changing?
What can public financials actually tell us about commercial efficiency?
- Planned community output
- commercial-metrics decoder.
10
What Should an Enterprise Seller Stop Doing in the AI Era?
Which seller tasks are credible candidates for automation, augmentation or continued human ownership?
- Planned community output
- sales-work redesign canvas.
The research contract
What the evidence must not become.
Public data can sharpen a question about enterprise buying. It cannot reveal a named customer's intentions. The programme keeps observed facts, derived results and modelled scenarios distinct.
- Adoption is not purchase intent.
- Low usage does not establish a ready market.
- Time saved is not cash saved.
- Task performance and financial value require different evidence.
- Procurement is not every enterprise sale.
- Public awards describe a particular buying process, not the entire market.