As someone who has sweat bullets sourcing and deploying 200+ enterprise software systems, 99% of tech vendors and the significant portion of SI consulting firms don’t have direct experience in what a change mobilizer within a firm must do to prepare his/her org in being ready to source a technology. I hope this gives some guidance on where to begin.

It’s important to note that working backwards from a new fully operationalized business capability provides a critical path for hacking the complexity of change at scale

In general, many old-school execs scratched their heads. They were not familiar with CRM-connected presentations, short-form videos for primary use by self-directed buyers and change mobilizers, and the whole concept of a success portal was really jarring for them.

But the world and the buyer has moved on - they’re not consuming long winded materials upfront anymore. They’re into snackable video shorts, which are the most difficult to create.
The younger, more entrepreneurial execs loved the idea, but didn’t have a clear understanding of what the production logistics would take. I wanted to change the old-execs into believers, and the new-world execs into doers/advocates for change.


We even coordinated an event that was designed and produced for the purpose of creating video sales/buying enablement content. You can check out this seminal white paper I produced for staging 

We set up Whiteboard Wednesdays and Feature Friday events as a way to mine raw insights and hands-on-keyboard (HOK) nuggets of gold and platinum. It turned out to be the most efficient and fool proof way to capture/gather those insights.

Once we refined these insights and HOK nuggets, we used them to fuel the production of digital assets of a self-service customer/user success channel. This creates rocket fuel for scaling growth.

It’s important to note that most enterprise buyers outside ITOps upper management understand the nature of standing up and operationalizing a needed business capability:

 with skills, knowledge and acceptable ways of working

Enterprise data management configs, role or job-specific workspaces

 that ranges from runbooks, SOPs, AI prompt craft, user manuals, knowledge bases, etc.

Michael Moon

I created this to help my team shift focus to short-form videos, from awareness through success in the funnel, and to think about what to start building now, next and later.

As acting CMO at a start-up called Realwear, I created this B2B buying enablement infographic to map out a splashy launch of a new industrial hands-free AR headset. The main goal was to provide an integrated strategy for funneling self-directed buyers through the customer journey.

The other goal was to help the team shift their focus from traditional marketing materials in the industrial industry to short-form videos.

In this customer journey map, I’ve highlighted all of the points in the customer journey and identified where in that journey specific marketing materials would best drive acquisition, monetization, and retention. I wanted the team to have a snapshot/bird’s eye view of the journey so that they could see what assets they needed to start building now, next, and later.

I refined it to this version to suit our customer profiles and segments, and have further refined it for use in our marketing and comms briefs for co-marketing with partners.

As someone who has sweat bullets sourcing and deploying 200 enterprise software systems

In general, many old-school execs scratched their heads

We even coordinated an event that was designed and produced for the purpose of creating video sales/buying enablement content

We set up Whiteboard Wednesdays and Feature Friday events as a way to mine raw insights and hands-on-keyboard (HOK) nuggets of gold and platinum

It’s important to note that most enterprise buyers outside ITOps upper management understand the nature of standing up and operationalizing a needed business capability

Buying Enablement Objects from Michael Moon

B2B Buying Enablement for Sales Velocity

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