Why GTM Deals Stall: Progress Barriers, Not Objections.

Hosted by John Gusiff

Thu, Jan 15, 2026

8:00 PM UTC (45 minutes)

Virtual (Zoom)

Free to join

Invite your network

Go deeper with a course

Quantitative JTBD Methods for Smarter Product & Experience Decisions
JOHN GUSIFF and DOMINIC RICCHETTI
View syllabus

What you'll learn

⚡ Why GTM Deals Stall (Even When the Tool Is Better)

Understand why buyers don’t switch due to features or demos—how fear, friction, and normalized pain quietly block deals.

⚡ How to Diagnose Buyer Progress with the Wheel of Progress®

Learn how to identify where buyers get stuck and which conditions for progress marketing & sales must remove.

⚡ How to Turn Barriers Into Language That Converts

Translate real switching barriers into messaging, sales talk tracks, and proof that reduces risk and speeds decisions.

Why this topic matters

Most GTM teams think deals are lost to objections or pricing, but our research shows buyers don’t fire software—they fire pain, risk, and friction. Deals close when those barriers collapse and progress feels safe.

You'll learn from

John Gusiff

Founder, Customer Centric Solutions LLC

John is a Make It Toolkit–certified behavioral design strategist specializing in CX Strategy, Jobs-to-be-done research, GTM strategy & positioning, and experience design. He helps companies translate behavioral insights into systems that drive customer progress, advocacy, and loyalty.

Consulted at:

Porch
lululemon athletica
G Adventures
Ecobee
ModeSens

Sign up to join this lesson

By continuing, you agree to Maven's Terms and Privacy Policy.