WinsDay Podcast: How Growth Gets Ahead of Buyer Demand

In this episode of the WinsDay Podcast, host Jessie Lizak speaks with Daniel Burrus, CEO of Burrus Research, and Julie Thomas, President and CEO of ValueSelling Associates, about anticipating buyer demand before customers explicitly express it. The conversation explores how sales and marketing teams can identify predictable changes, research a customer’s future state, and use emerging trends to uncover opportunities earlier. Burrus explains how distinguishing hard trends from assumptions can help organizations anticipate customer needs and act with greater confidence. Thomas emphasizes that effective discovery must go beyond identifying pain points by connecting customer challenges to measurable business outcomes and the cost of inaction. They also discuss predictive marketing, AI’s influence on buyer research, and the growing importance of relevance in customer engagement. Ultimately, the episode encourages revenue teams to become more proactive and consultative, helping buyers understand the value of change and create urgency without relying on pressure.