The Buyer’s Code playbook is a practical, insight-driven resource designed for B2B sales professionals who want to build stronger customer relationships and fuel long-term growth.

Based on 203 in-depth interviews with buyers and sellers across industries, this playbook reveals the growing gap between how companies sell—and how modern buyers actually buy. While sellers believe they’re becoming more customer-centric, buyers report increasing frustration, unmet expectations, and a lack of follow-through after feedback is given.

This playbook exists to fix that.

Inside, you’ll find clear strategies, frameworks, and tools to help your team:

• Understand what really drives buyer decisions
• Segment your customers based on risk, impact, and potential
• Build a feedback system that creates action—not just data
• Identify blind spots like CX-washing, feedback theatre, and “happy ears”
• Move from reactive sales to proactive, value-led relationships

You’ll get ready-to-use templates, including:

• Stakeholder mapping tools
• Multi-metric account health scorecards
• Value driver interview guides
• The Kraljic segmentation matrix (with examples and a worksheet)
• Loop-closing follow-up trackers and more

This isn’t a theory-heavy whitepaper.

It’s a modern, field-tested system for commercial leaders, KAMs, and sales teams who want to work smarter—and sell in a way that buyers actually value.

Whether you’re losing deals without knowing why, looking to increase retention, or just want to understand your customers more deeply—The Buyer’s Code is your starting point.