It’s tempting to blame win-rate problems on pipeline quality, market conditions, or “coachability.” But analysis of more than 150,000 B2B buying decisions shows something more predictable: deal outcomes hinge on a small set of sales behaviors that shape how buyers experience critical decision moments. Yet most organizations still rely on competency models, self-assessments, and training programs that measure confidence instead of capability. And in a market where AI is automating tasks and generating content, your biggest differentiator is how sellers show up when the stakes are high. In this session with Doug Hutton, SVP of Sales at Corporate Visions, you’ll see how to identify the specific skills that buyers consistently reward, and how to build a system to measure and develop those skills at scale. You’ll see how to move beyond generic skill matrices and build a practical, evidence-based approach to seller capability that improves win rates, coaching effectiveness, and forecast confidence. You’ll walk away knowing how to: - Pinpoint the skills most predictive of winning deals using buyer decision data, not internal opinion - Measure seller capability through observable behaviors instead of self-reported proficiency - Equip frontline managers with a coaching framework tied directly to revenue-critical moments