We've forgotten how to market properly in B2B.

We've forgotten how to market properly in B2B.
We're guessing who has intent.
We're guessing when buyers are ready.

We're spending millions trying to reverse-engineer timing - instead of getting it first-hand.

It wasn’t always like this.

Before SaaS and Predictable Revenue models reshaped B2B, business development teams catalogued the market.

Cataloguing meant BDMs spoke directly to prospects - not to sell immediately, but to gather critical information:
• Who they currently buy from
• What they like and dislike
• When they might be ready to switch
• What would drive their decision

It gave marketing real-time intelligence:
✅ Which accounts were close to coming into market
✅ What messaging would actually resonate
✅ How and when to engage buyers without guesswork

When you have that feedback loop, marketing is freed from the tyranny of chasing MQL targets.

You don't need to manufacture leads.

You focus on building trust, educating buyers, and being ready at the right moment.

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In this clip, I share the moment Adem Manderovic's years of preaching from 20+ years of experience finally got through to my brain

It hit me: We don’t have a "leads" problem.

We have a market feedback problem

And 'cataloguing' again is the way to fix it.

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Now just imagine -if you knew exactly when your best-fit accounts were ready to buy - how would your marketing strategy change?

Learn more about this in the latest episode of The B2B Playbook (watch, listen or read below!)

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