Selling What Buyers Don’t Know to Search For

Nov 18, 2025

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Episode notes

This episode features an interview with Dario Ambrosini, CMO at Propel Software, a product value management platform that connects commercial and product teams to help product companies grow revenue and increase business value.

Dario talks about merging three categories into one, selling to very different buying committees and leveraging changes in your competitors to get new business.

Key Takeaways:

When buyers still search old categories, your job as CMO is to clarify the bigger story and guide them from familiar entry points into a new, more valuable category.
In a world where LLMs now shape discovery, your content and ABM strategy must shift from chasing clicks to shaping the algorithms your future buyers trust.
Competitor shifts—like an end-of-life announcement—can become high-intent pipeline moments when paired with precise ABM and deep understanding of the displaced product’s shortcomings.

Quote:

“We’re doing a category creation because we’re rolling up three different categories and saying it’s an entirely new thing… Most of the people searching are still looking at those individual categories that make up a portion of the new thing that we’re creating.”

Episode Timestamps:

*(02:37) The Trust Tree: Merging categories to create something new

*(12:18) The Playbook: Selling to many different buying committees

*(45:08) Quick Hits: Dario’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

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