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by Dave Irwin (Author)
Go to Customer 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.
Stop 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.
What 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.
What you get is a repeatable playbook to sell what's possible-made real through concrete habits you can run every day:
- Leverage pre-intent signals to gain early access and be relevant when challenges first arise.
- Use Bluespace (customer challenge × buying center) to spot real opportunities early.
- Master relationship rhythms to move from vendor to strategic partner.
- Stop chasing leads, uncover needs, and align solutions with the outcomes customers actually invest in.
- Replace static quarterly reviews with up-to-the-moment dynamic account planning.
- Structure teams around who customers value.
- Put a commercial insight strategist to work so your team shows up informed-with the right story, for the right stakeholders, at the right moment.
If 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.
