Caleb Serrano

BANT's four criteria map better across buying committees than single contacts in ABM.

Committees reject deals lacking documented proof that reviewers can inspect and defend.

Customize proof assets to each buyer's stage, not the deal.

Stop waiting for the perfect customer story to show up—build one into your CS workflow instead.

Informal reference programs waste customer goodwill and leave deals on the table.

Smart internal linking turns discovery traffic into qualified leads before sales ever engages.

Planning before recording turns one asset into a quarter of content instead of scrambling later.

Focus your limited resources on proven pillars that actually move deals forward.

Spot high-value proof points buried in Slack and email, then capture them before the moment passes.