Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

Do You Need To Promise Results To Work With B2B Companies? #business

7 May 2026 · 1 min

Watch on YouTube

0:56

In this YouTube monologue, Nicolas Cole examines the common belief that B2B providers must promise concrete results to win contracts. He explains that B2B buyers often demand measurable outcomes and ROI because large organizations scrutinize every budget decision. However, Cole argues that this focus on results is both true and false: while buyers will ask for metrics, it does not mean the provider should reshape their service around those numbers. He points out the paradox that B2B firms are among the worst marketers, frequently wasting marketing spend, yet they still push for results‑based conversations. Cole stresses that just because a buyer asks for results does not make it the correct way to evaluate a service, nor does it require the provider to alter their offering. Drawing on repeated personal experience, he concludes that providers should stay true to the core value of their service rather than getting sidetracked by ROI‑centric sales tactics.

Chapters

Results are everything with B2B. That is both true and false at the same time. It's true in the sense that when you talk to B2B organizations, they are very likely in the sales conversation to make it about results. They're doing that because when you're dealing with a bigger and bigger organization, every decision gets scrutinized. Like they're managing a budget and they're like, I got to make sure that this ends up being net positive. Now, the irony is that of all companies in the world, B2B are probably some of the worst at marketing. They light marketing budgets on fire every single day. And so you have to remember that just because they're in the sales conversation, just because they're asking, what are the results? What are the metrics? How do I track this? What's the ROI? That doesn't mean that, A, that's the right way to think about it. Just because they're asking for it doesn't mean that that's right. And then second is just because they're asking for it doesn't mean that you have to change your service or do anything differently. And I know because I ran into this a gazillion times and people would try and make it about numbers and then I would explain, well, that's not the point of the service.