If you want to earn credibility in a complex, high-value sale, if you want to become the kind of trusted advisor customers seek out instead of tolerate, you have to go far beyond pain discovery. You have to become a pain illuminator: someone who brings a new truth to light that your customer didn’t even know was shaping their world.

Customer Success has become the backbone of SaaS companies. When the sale closes, it’s CS who takes ownership of the relationship,...

Sales frameworks often get boiled down into checklists, but checklists don’t win deals. Conversations do. Insight does. And nowhere in...