What battle cards, sales scripts, and a prompt library can do for you

I promised you something.

Eight editions ago I said I'd show you how buying logic translates into the actual operations of a business.
 

Here's what that looks like in practice.

NLnet Labs builds critical internet infrastructure. DNS, routing, security protocols. The largest tech organisations in the world are their clients. Yet they are NL's best kept secret.

Alex, the commercial director, thought he knew their differentiator.
 

He didn't.
 

What his clients were actually saying — to us, not to him — was that NLnet Labs's developers respond faster and more substantively than any other organisation in their space.
 

Invisible to Alex. That single insight changed everything downstream:

• Battle cards built on that language. Not "we offer technical excellence." (everyone does!). But: what happens when your critical infrastructure is on fire? How much time do want to spend explaining your specific setup? How often do you want to hear "we'll have one of the techies call you back asap" None. You need answers.

• A board presentation that Alex didn't have to build on his own worldview anymore. The buyer quotes did the arguing for him.

• A sales process that put their differentiator first. We even designed it in a way so that the nerdiest techies could start to embrace sales.

• A marketing brief for the brand strategist so that the brand guide, homepage and launch campaign were on point with actual validated market truths.

Result: 200 downloads of a technical publication in the first week. Two international speaking invitations. A list of 16 warm leads that didn't exist before.

Askemo is an HR-tech SaaS. Roel, the founder, was spending €7.000 a month on a marketing agency that had zero ROI.
 

Not because the agency was bad. Because the logic underneath wasn't there yet.
 

I uncovered three differentiators that buyers were actually hiring askemo for. 

Roel had never communicated those. His team wasn't selling it and his website didn't mention them.
 

This trickled down into a sales playbook and marketing brief that was drowning in buyer truth.

Result: a +230% in high-quality, new leads, +40% ACV in the next quarter and confident sales reps, that used a research-backed prompt library to optimise their sales assets daily.
 

This is what I mean by logic-first.

A foundation that makes every specialist you hire more effective because they're finally working from the truth about why people buy.
 

I'm building a new series together with Jan Kees Velthoven.
 

Jan Kees was responsible for product development at bol.com, Lely and Philips. His question has always been: how do you create pull in a competitive market?

Mine: why would buyers start pulling in the first place?
 

We sat down together and recorded the first episode of a series about what happens when product logic and buying logic meet.
 

The first one: why do 40% of B2B product launches never meet the revenue forecast? 

→ Watch the first episode here (it is in Dutch)
 

If you want to find out whether your own logic has this kind of gap, reply to this email. Jan Kees and I have three slots for 30-minute conversations over the next two weeks to diagnose problems in product positioning. No pitch.