Buyer Truths

Real buyers. Real deals. Real decisions.Each episode, we sit down with a tech buyer to hear the unfiltered story of how they actually chose a vendor - what worked, what didn't, and what sellers got wrong.Hosted by Jen Allen-Knuth (DemandJen) and Drew Giovannoli (Buried Wins).buyertruths.com

Buyer Truths is a business podcast hosted by Drew Giovannoli & Jen Allen-Knuth, with 10 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Drew Giovannoli & Jen Allen-Knuth hosts Buyer Truths, a business show with 10 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #10

  The VP of Marketing at Commerce Was Ready to Buy More. The Rep's Hustle Cost Him...

  Jul 10, 202620 minS1

  Michael Scholz, VP of Product & Customer Marketing at commercetools, came into an analyst relations renewal as the named budget holder. His CEO and chief strategy officer had both pointed the rep his way. He wasn't a gatekeeper, and he was genuinely open to buying more across the multiple brands and products he owned. The hustle lost the deal. The listening won the expansion. One account manager went around him anyway, forwarding emails past the budget holder to product managers who couldn't sign anything. The firms that won more from Michael did the opposite: they listened, and sent the occasional well-timed ping. In this episode: Why the trust eroded from day one, even after Michael made it clear he was the decision maker The upsell conversation the rep never had, across quadrants, voice-of-customer reports, and thought leadership Why Michael bought MORE from the tier-two and tier-three firms that simply listened How the analyst model itself may be facing a reckoning in the age of AI and answer engines If you sell into executive buyers or manage six-figure renewals, this one shows what going around the budget holder actually costs you. Guest: Michael Scholz, VP of Product & Customer Marketing at commercetools More buyer research at buyertruths.com Hosted by Jen Allen-Knuth (demandjen.com) & Drew Giovannoli (buriedwins.com)

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  Episode #9

  "I Tried to Buy an AI-Native CRM, But the Rep Was So Bad I Bought HubSpot Instead" - Mutiny's CEO

  Jun 26, 202622 minS1

  Jaleh Rezaei, CEO and co-founder of Mutiny, went in ready to buy an AI-native CRM. She had budget, authority, and a three-week timeline. The vendor she wanted to pick kept replying three days late, and somewhere in the delay her read flipped from "this rep is slow" to "this company is a mess we can't trust with our data." She bought HubSpot instead. In this episode, Jaleh walks us through: Why she leads with a Loom request and a red/green/yellow self-critique instead of a demo How "sincere apologies for the delay" quietly lost the deal The moment a slow rep became a slow product, then a risky company Why the safe incumbent won without doing anything exceptional If you sell CRM, AI-native tools, or anything against an entrenched incumbent, this one's for you. Guest: Jaleh Rezaei, CEO & Co-founder of Mutiny Hosts: Jen Allen-Knuth & Drew Giovannoli Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com

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  Episode #8

  How a Global Sales Enablement Director Navigated Two Six-Figure Renewals

  Jun 12, 202614 minS1

  div]:bg-bg-000/50 [&_pre>div]:border-0.5 [&_pre>div]:border-border-400 [&_.ignore-pre-bg>div]:bg-transparent [&_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8"> _*]:min-w-0 gap-3 standard-markdown"> Becky Abraham is the Global Director of Sales Enablement at Safeguard Global. Within the same renewal cycle, she cut one six-figure tool and expanded another. One vendor panicked and offered a 40% discount nobody asked for. The other showed up three months early, listened to her internal conversations, and painted a vision of what her team could do differently. The discount lost the deal. The vision won the expansion. In this episode, Becky walks us through: Why a 40% unprompted discount devalued the tool instead of saving the renewal How a narrow point solution lost to a broader platform that solved the same problem plus more What the AM who won the expansion did three months before renewal that made all the difference Why she stopped believing ROI numbers and what vendors should show her instead If you sell into sales enablement or manage six-figure renewals, this one's for you. Guest: Becky Abraham, Global Director of Sales Enablement at Safeguard Global Hosts: Jen Allen-Knuth & Drew Giovannoli More research at buyertruths.com We Surveyed 172 Buyers. Now Let Us Help You Win Yours. Research to understand them. Training to close them. Drew Giovannoli | Buried Wins 1:1 buyer interviews that learn from recent wins, lost prospects, and your competitors' customers who never considered you. → buriedwins.com Jen Allen-Knuth | DemandJen Train your sales team to sell the way buyers buy. Workshops and coaching grounded in data. → demandjen.com

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  Episode #7

  Accord vs Aligned vs DIY: Why the Vendor Who Did More Lost at WordPress VIP

  Jun 5, 202611 minS1

  <p > Accord vs Aligned vs DIY: Why the Vendor Who Did More Lost at WordPress VIP</p> <p > Josh Fosberg leads the media and publishing segment at WordPress VIP, managing a sales org that was drowning in PDFs, scattered emails, and deals happening in rooms they couldn't see. They needed deal room software. They had three options: Accord, Aligned, or build it themselves on WordPress.</p> <p > Accord's seller was excellent. He multi-threaded well, built relationships outside the core buying committee, and made a strong case. He still lost. Because when the feature set didn't match what WordPress VIP actually...

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  Episode #6

  How a VP of Post-Sale Navigated 8 Stakeholders to Buy Onboarding Software

  May 28, 202630 minS1

  <p > Alicia is the VP of everything post-sale at Daxko's boutique division. She inherited a 234-step manual onboarding process and an average of 17 emails per customer deal. After a 90-day internal sprint with her CTO cut the problem by only 30%, a company acquisition finally unlocked the budget to look outside.</p> <p > A teammate surfaced Onramp. The demo went well. Then pricing hit the table -- and it cost more than Daxko's entire Salesforce contract.</p> <p > In this episode, Alicia walks us through:</p> Why she pumped the brakes on the AE's attempts to reach her boss -- and...

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