{"product_id":"go-to-customer-dave-irwin-9798993271903","title":"Go to Customer: A Guidebook to Selling What's Possible - for Enterprise Account Teams","description":"\u003cp\u003e\u003cstrong\u003e​​\u003cem\u003eGo to Customer\u003c\/em\u003e\u003c\/strong\u003e is a field guide for enterprise account teams tired of the manual work of account research and planning, the lack of systems and support for account expansion, and product-driven content that doesn't align with customer needs. The core idea is simple: Flip the flow.\u003c\/p\u003e\u003cp\u003eStop selling at customers and start building around what they need and are actively funding. When you work backward from customers' priorities, you turn those priorities into bigger, faster wins.\u003c\/p\u003e\u003cp\u003eWhat you're missing isn't effort; it's a system that shows you the customer clearly. CRMs track what you want to sell. This book teaches you to uncover the invisible pipeline of unmet needs inside your existing accounts-then to align capabilities, resources, and value with those needs.\u003c\/p\u003e\u003cp\u003eWhat you get is a repeatable playbook to sell what's possible-made real through concrete habits you can run every day: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eLeverage pre-intent signals to gain early access and be relevant when challenges first arise.\u003c\/li\u003e\n\u003cli\u003eUse Bluespace (customer challenge × buying center) to spot real opportunities early.\u003c\/li\u003e\n\u003cli\u003eMaster relationship rhythms to move from vendor to strategic partner.\u003c\/li\u003e\n\u003cli\u003eStop chasing leads, uncover needs, and align solutions with the outcomes customers actually invest in.\u003c\/li\u003e\n\u003cli\u003eReplace static quarterly reviews with up-to-the-moment dynamic account planning.\u003c\/li\u003e\n\u003cli\u003eStructure teams around who customers value.\u003c\/li\u003e\n\u003cli\u003ePut a commercial insight strategist to work so your team shows up informed-with the right story, for the right stakeholders, at the right moment.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eIf you lead or work on enterprise accounts, here's the promise: more relevance, less wasted time, larger deal sizes, and more resilient relationships. Because in today's market, if you aren't growing an account, you're losing it-and this is how you grow.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Dave Irwin\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9798993271903\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Polaris I\/O\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/11\/2025\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 280\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.72lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.50w x 0.59d","brand":"Dave Irwin","offers":[{"title":"Paperback","offer_id":48447127486719,"sku":"9798993271903","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_45b7b62a-9b2f-4e61-ae23-d5102bc44547.jpg?v=1777229010","url":"https:\/\/www.whiterainbookhouse.com\/products\/go-to-customer-dave-irwin-9798993271903","provider":"WR Book House","version":"1.0","type":"link"}