Sunrise: First Light for What's Next in B2B Revenue.
Sunrise is your 5-minute daily reset for B2B go-to-market leaders. Designed for Courageous Revenue Leaders navigating chaos and change, each episode delivers one clear signal to help you lead with focus, momentum, and clarity.
Sunrise: First Light for What's Next in B2B Revenue.
Episode 27: How well-designed signal strategies build trust and connection at scale.
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Amazon bought who?!
It was June 2017.
Amazon made its biggest acquisition to date. Whole Foods.
$13.7 billion. Overnight, the grocery and food service industry was on fire.
For Amazon, it was a play to combine its tech expertise with Whole Foods’ premium footprint.
For everyone else? It was a powerful shockwave. Boards scrambled (literally meeting that night). Competitors convened emergency strategy sessions.
The rules of the game in the space had just changed.
At the time, the BD team I was leading was deep in the agriculture and food services space. We had accounts mapped, personas identified, and outreach in motion. And then, boom, the Amazon-Whole Foods deal dropped.
Within hours, we were able to move. We rewired messaging and completely redesigned our sequences. That single event became the spark we needed. It broke inertia.
It got us meetings in days and weeks that we had been trying to get for months, if not years.
That’s the power of a signal. Sometimes it’s as massive as a $13.7 billion acquisition. Sometimes it’s as small as a hiring surge or an exec change. But the principle is the same: if you know what you’re looking for and what to do with it, signals are the only real way forward in today’s market.
And that’s where we’re headed today.
Signals: how to find them. How to track them. And what to do with them to turn them into a pipeline.