Most of you won’t watch this 8-minute clip from Steve Patti.

Most of you won’t watch this 8-minute clip from Steve Patti.
And that’s a shame... Because he shares a story that breaks down one of the most important GTM actions teams have abandoned:

Cataloguing the market.
(or what he refers to as gathering 'Account Intelligence')

Not scraping intent data.
Not guessing who’s “in-market.”
But systematically gathering real commercial intelligence - so Sales, Marketing, and Product can act with precision.

When Steve was CMO of a $200m hosting company, they used cataloguing to:

✅ Exit low-margin SMB accounts
✅ Move upmarket into stickier, higher-value deals
✅ Align Sales, Marketing & Product around the same strategic accounts

And it wasn’t fluff.
Here’s what they actually collected on each account:

+ Contract renewal dates – So they knew when to sell, not just who
+ Current vendor – To map competitors and winback potential
+ Why they chose them – Buying triggers and positioning insight

+ What they’d change – The weak spots they could exploit
+ Next contract priorities – A forward-looking product roadmap
+ Perceived risks – What would block a deal (e.g. unknown brand, no analyst coverage)

Then they used that intel to:
+ Sequence outreach by quarter and region
+ Adjust the product roadmap and CapEx decisions
+ Create enablement assets that removed buying friction
+ Prepare Sales to overcome objections before they hit the funnel

This is exactly what Adem Manderovic has been practicing for 24+ years too. People ask "how on earth can you get that information"?

Well,
You can. Just most haven't seen it done before. Even better - this operates around the buyer's timeline.

It’s one of the best examples I’ve seen of true revenue alignment architecture.

🎥 The full episode is below at The B2B Playbook, and I think it's one of the most important ones we've done

#GTM

#B2BMarketing
#RevenueAlignment