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In this tactical episode of Seriously Don't Do That™ — Week 3 of the 12-week SDDT program and Episode 3 of the ICP Sprint month — Dan Griffith breaks down the single most common (and most expensive) mistake founders make in regulated B2B sales: single-threading a deal through one champion when 22 people decide.
Using research from Forrester, Gartner, HBR, HIMSS, 6sense, and Prospeo, Dan reframes the ICP itself: it's not a persona, it's a committee blueprint.
Then he walks the full 8–10 seat regulated buying committee — champion, economic buyer, IT/security, compliance, legal, procurement, finance, executive sponsor, and adjacent influencers — giving the objection pattern and the role-specific message each seat needs.
You'll leave able to re-map your next three open deals this afternoon.
What you'll get from this episode:
✅ Why "they loved us" deals stall in 40–60% of B2B sales conversations
✅ The 22-person stat that should change how you build every deal strategy
✅ The 8–10 seat regulated buying committee, role-by-role
✅ The objection pattern and message each seat needs
✅ The 2–3x close-rate lift multi-threaded deals deliver vs. single-threaded
✅ Your assignment: re-map your next 3 open deals (20 minutes per deal)
⏱️ Chapters:
00:00 — Cold open: Greenville, Samson, and why "everybody's best friend" kills deals
01:15 — The Don't: single-threading your champion
03:45 — Why "no decision" is now the default — Forrester, Gartner, HBR, HIMSS data
07:15 — The reframe: your ICP is a committee blueprint, not a person
08:45 — The 8–10 seat committee walkthrough — objection + message + proof for each
17:45 — The multi-threading payoff: 2–3x close rate (Prospeo)
19:15 — Your assignment: re-map your next 3 open deals
20:45 — Week 4 tease: the hidden influencers most ICPs miss
🤝 Want help building your real, evidenced ICP — the full committee blueprint — for your market?
That's exactly what the ICP Sprint does inside our Revenue Growth Program — a 2–3 week, fixed-fee engagement where we build your prioritized segments, buyer intelligence, buying triggers, and your full buying-committee map. The whole room, not just the champion.
Capital-efficient. Practical. You walk away owning it.
Work with Greater Gain Group → https://calendly.com/greatergaingroup/q1-revenue-pressure-test
