Jen Allen-Knuth

DemandJen

Sales training workshops & keynotes to help Sales teams generate and convert outbound pipeline. 

For years, B2B Sales & Marketing teams have tried to earn buyer time and attention with a strategy of "more". 

More dials.
More emails.
More content.
More "value" and ROI.

But, "more" is expensive and no competition against today's risk-averse B2B buying teams.

Instead of motivating the team to do “more”, I teach teams how to craft status-quo-busting outbound messages, facilitate executive-level discovery conversations, target the "right" champions, and align the buying group for change.

Founder

Women in Sales

Advisor

30 Minutes to President's Club

Co-Host

Lavender

Head of Community Growth

Challenger

Sourced $3M+ of closed-won revenue for AEs on Challenger's new logo sales team.

Influenced $7M+ of sales-qualified pipeline. 

Host of Winning the Challenger Sale series

Hosted 52 weekly podcast episodes (and grew monthly downloads from 2k-->20k).

Hosted 18 monthly webinars, with an average of 400+ live attendees each. 

Facilitated 25+ keynotes at sales kickoffs and industry conferences (for up to 1000+ attendees). 

Guested on 50+ Sales and Marketing podcasts.

In addition, I carried my own reduced, annual new logo quota of 750k (and crossed it in June).

Chief Evangelist

Sold $11.4M in Challenger Sales training, consulting, and professional services engagements.

New Logo Sales - Large Enterprise

CEB, now Gartner

Team lead for a new team-based sales model. 
Team sold $5.9M on a $4.9M goal.
Individually, I sold $3.2M in Challenger Sales training.

Player/Coach - Large Enterprise Sales

Sold $5.8M in new logo revenue to Sales, Marketing, and Corporate Strategy leaders.

Managed renewal, cross-sell, and upsell of 40+ key accounts within CEB's Sales, Marketing, and Communications practice.

Key Account Management - Large Enterprise

Managed a team of 3 AMs and 2 SDRs.
Managed a $10M+ international territory of CMO clients.

Team Lead - Account Management

Director, Member Services

Account Director

Account Manager

Account Analyst

Collegiate Athletic Travel

Event Manager

aka DemandJen | Co-Host 30 MPC Podcast | Keynote Speaker

I help B2B revenue teams stop losing pipeline to buyer status quo. I'm a former Enterprise seller who carried quota for 18 years, closing 7-figure deals with Fortune 500 brands. Now, I run DemandJen, a sales-training firm trusted by Autodesk, GE, G2, IBM, Bloomberg, Instructure, Sprout Social, and more.

From conference stages to company Sales kickoffs, I'm known for:

- Buyer-Centric Frameworks – Practical playbooks for defeating buyer status quo in outbound pipeline generation, running executive-level discovery, building a point of view on cost of inaction (COI), and gaining consensus with larger Enterprise buying groups. 

- Story-First Messaging – Techniques that replace product pitches with problem-centric narratives that buyers remember.

- Engaging Delivery – A direct, humorous style that keeps even your most tenured reps taking notes.

Featured in Forbes, Sales Hacker, and 200+ podcasts, I combine real-world stories with data-driven insight to move audiences from inspiration to application. When I'm not on the road, you’ll find me in the Chicago suburbs chasing my 4 rescue dogs and 4 step-kids.

Head of DemandJen

Delivering SKO keynotes & virtual workshops that won't put your teams to sleep.

B2B Sales & Marketing teams have tried to earn buyer time and attention with a strategy of "more". 

More dials.
More emails.
More content.
More "value" and ROI.

But, 2023 showed us "more" is expensive and no competition against today's risk-averse B2B buying teams.

Instead of motivating the team to do “more”, I help empower teams to defeat customer status
quo and to make their sales conversations a competitive advantage.

Foster update. Picked up Solomon yesterday morning from Many Paws. 

Immediately renamed him "Chungus Humungus" because, look at him. 

His body type is potato. 

He is learning how to be a dog. Our other dogs (Milk, Cookie, Squish, and Mugsy) are patiently teaching him.  

He went from terrified, shaking, and cowering in the corner ---> playing with his first toy, cuddling with Milk, and even doing a short-lived sprint in our backyard. He's feeling the comfort of a home and warm bed for the first time. And he loves it. 

He's been through a horrible 2 years of life, yet he's willing to give humans another chance. This dog just wants love.

Dogs are the best.

40-60% of B2B opportunities end in "no decision" and involve ~11 customer stakeholders. 

We're not losing to our competitors. We're losing to customer risk aversion and a tolerance for "good enough" solutions.  

We're losing to the customer's gut feeling that no matter how much "better" our solution may be, the road to "better" involves change, cost, productivity losses while the team learns how to do/use something new. 

We're losing because in an environment where uncertainty is high, humans will do everything they can to avoid risk. 

B2B Sales leaders bring me in for Sales kickoff keynotes or workshops to teach their teams how to take a status-quo busting approach to their outbound and discovery conversations. 

If your team is outbounding to mid-market or enterprise customers, click the link in my profile to discuss what a workshop could look like for your team.

Founder, DemandJen | Sales Trainer & SKO Keynote Speaker | Dog Rescue Advocate

Want to 10X your LinkedIn impressions? Steal this commenting hack:

1 - Seek to outsmart the post author with your comment. This is your special moment to let everyone know you’re the smartest guy/gal in the room! 

2 - Claim the post is wrong. Don’t worry about offering an alternative perspective. You are right and that’s enough.

3- State your opinion as fact. Don’t waste time offering compelling evidence. People are simply uncomfortable with your expertise because they are intimidated by it.

YouTube show idea. 

"Wife Swap", but for CROs and CMOs. 

CRO has to do the CMO's job for 2 weeks. And vice versa. 

MAYBE THE SOLUTION TO SALES & MARKETING ALIGNMENT WAS SITTING RIGHT IN FRONT OF US ALL ALONG

Looking for a 2026 Sales Kickoff speaker? Here's how to decide if I'm the right option for your company (which isn't always the case): 

Step 1: Run a closed-lost audit of 2025 deals to answer the question, "When we lose, why do we lose?". 

Step 2: Is one of your most common reasons "buyer status quo" (AKA, we might offer a "better" solution, but our customers are ok with "good enough". So, they tell us things like "call us back in 6 months", "we don't have the budget right now", "I'll socialize this and get back to you")? If so, I'm likely a good option to consider. 

Step 3: Isolate where buyer status quo is harming your sale the most. Ex: can't book enough outbound meetings, can't convert 1st calls into 2nd calls, can't get a bigger buying group to reach consensus, can't engage the CXO, etc. 

Then, let's discuss what you found and I'll share some ideas.  

I'm proud of the SKO work I do. My keynotes and workshops are tactical, tailored to the client's business, full of non-obvious insights, and don't put the Sales team to sleep. 

Many of my SKO deals originate from sellers who share my content with their boss and tee up the idea of bringing me in. 

So, if you're a seller who has enjoyed learning from me on here - here's an 18 min keynote on "Building & Converting Pipeline in the Shiny Object Era" I delivered to 400 ppl last week: https://lnkd.in/gfFU5z_v

Thank you to all who continue to support and advocate for me inside of their orgs! I appreciate you 🩷

Here's how I open a discovery call with an outbound-originated opp.

"Mind If I share what I learned about your business, before we start talking about mine? I don’t want to assume I have all of the correct answers, simply because I researched COMPANY before this call.

It looks like COMPANY sells a PRODUCT/SERVICE to STAKEHOLDER ROLES at CUSTOMER VERTICALS/TYPES. It seems like the problem you're solving for those customers is X and the company makes money by XYZ. What did I get wrong?”

Here's why I do it this way:

1. 82% of B2B decision-makers think sellers are unprepared during the 1st meeting (source: Gartner). The tone changes when they realize you're not part of that 82%. The reaction I usually get is, "Thank you for taking the time to learn about our business. Most sellers don't". Anyone can do this. It takes 2 mins to prompt ChatGPT for these answers. The bar is low. 

2. Most disco calls are 30 mins. I hate wasting my time. I hate wasting my buyer's time. There's 0 reason for them to spend 7 mins educating me on something I could've easily researched beforehand. This frees up more time for the good stuff. 

3. The "what did I get wrong" close invites correction. Correction = discovery. It sets the tone that we're not a know-it-all. Know-it-all reps sound naive. 

From here, it's an easy transition into "I don't work within your 4 walls, but it sounds like your CEO is asking the business to....". 

Get discovery builds trust by helping prospects think differently about their business problems, before we ask them to think differently about our solutions. To do that, we need to show them we have context on their business. 

Here's how I gauge my disco calls:

Is the conversation so valuable that they'd be willing to pay for that conversation by the time we hang up?

10/28 Update: these two puppies were adopted this morning 🩷. We are fostering the dog who was found outside in a cage, with no food or water (Solomon). The momma dog (Kennedy) who was in surgery is doing well post-op. Sadly, one of the <1 week old puppies passed due to lack of prenatal care before Many Paws could intervene. Thank you to everyone who has donated and reposted. You are making a difference with your kindness 🩷 

See these 2 Frenchie puppies? They, along with 23 other dogs, were just rescued from a house of horrors. A breeder selling cute Frenchie puppies who were living in hell. 

I’ll spare you the horrific photos. 

25 dogs who lived in rusty cages. No blankets. No love. Terrified. Some had no access to food or water.

Some of the dogs were being used as bait dogs. One needs to have their eye removed. Another is in surgery right now because her ear was nearly ripped off.

If you’ve been following me, you know that I share a different rescue dog every Saturday from Many Paws Global Rescue.

Well, they just took in 17 of those dogs. And they need our help.

The shelter director was in tears when Nicholas I. Knuth 📸 and I walked in today. She’s the toughest woman I know. But, she hasn’t slept or eaten in 2 days because she can’t get the images out of her head. 

I try not to ask for much on here.

But, I’m begging you for help.

Many Paws just took on thousands of dollars in medical bills. 

If you are in a position to help - please visit their website and make a donation. Or, call them to foster. Or, adopt.

Or, simply repost this to get the word out.

I just made a $1000 donation. 

If everyone reading this made a $10 donation, you could make such a difference.

The last time I did this, y’all raised $8,000 in a day.

Thank you for whatever you can do to help ❤️

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Getting ghosted on a contract signature today? Instead of sending another "any update?" email, try this:

"Did we hit an unexpected roadblock?"

It doesn't assign blame to the buyer. It assigns blame to an unexpected roadblock.

We don't get ghosted as much when we make it easy for buyers to tell us the truth.

PS - of all of the content I post, I think I get the most "OMG this worked!" DMs on this tactic. 

PPS - before the "yOu ShOuLD ALwayS hAVe A NExT sTEp" crowd chimes in - yes, of course we should. Sometimes we don't. This is for those sometimes. And, yes, we should be picking up the phone, too.

AMs and AEs - try this.

Pick a customer or prospect who recently bought from you and needed executive buy-in for the purchase. 

Ask them this Q:

“Would you be willing to share what visuals you used to make the business case to your CXO for this purchase?”

I used to send my prospects a 40ish page slide deck with a detailed implementation plan. 

The first time I asked a prospect this, they emailed me 4 slides. None of my 40 slides were in it.

Instead, it was:

Slide 1 - framed the business problem and “so what” 
Slide 2 -  framed how they were solving it today and what negative consequences were resulting from that approach 
Slide 3 - alternative solutions they explored (3 of them, one was DIY, two were vendors) + pros and cons
Slide 4 - our solution and why they preferred it 

One of the best lessons I ever learned.

Foster update.

Chungus Humungus got neutered. Pimp life is over. 

But, he's really enjoying the pain meds. 

100/10 foster. Loves kids. Loves dogs. Tongue sticks out 100% of the time. 

Still doesn't know how to walk on a leash. So, I take him around the neighborhood in a baby stroller. 

He looks like Jabba the Hutt in it. I look nuts. 

But, seeing him happy is worth it.

Last week, I flew to NYC to deliver my final in-person Sales training workshop for 2025. And, by the looks of this picture, I did a terrible job. Everyone's looking at their laptops. 

But, it's intentional. 

A big part of how I build my workshops comes from being in the participant's seat for 18 years. 

The trainings that helped me the most weren't those where I watched a facilitator deliver slides for hours. 

They were ones where I worked on real stuck accounts in my territory. 

In this one, we worked on how to prepare for and run discovery convos with outbound-originated opps. How to show up with a status-quo-busting POV. How to avoid mindless open-ended disco questions that scream "I haven't bothered to do research on your business....can you just give me the answers to the test?". How to avoid solution dumping when our Happy Ears hear a pain we know we can solve. 

There's a heavy focus on using AI as a research assistant to do discovery before the discovery call. 

So, what you're seeing here is sellers applying the AI prompts to the accounts they chose in pre-work. 

They're building out their account POVs in the workshop. 

The tenure in the room ranged from 2 weeks to 20+ years in Sales. This team worked hard, leaned in with great questions, and made their leaders proud. Great teams like this are why I love what I do. 

My favorite feedback quote: "At my age, I'd consider myself an experienced seller, but the stuff Jen is sharing is absolute gold. I'm really grateful for these types of sessions."

Now, home for 2 months before SKO season kicks off in January! Dropkicking this suitcase to the basement.

AM teams - here's an easy tactic to avoid getting a surprise "no" on your renewals. It'll cost you $0 and you can start doing it today. 

It's the 180 Day Call. 

I didn't come up with it. This was taught to me when I worked at CEB. 

It's simple. 

During the onboarding call, we scheduled a call with our executive sponsor for the 180 day mark. 

In the call, we asked 3, simple, direct questions. 

"If you had to make a decision on renewal today, would you say yes or no?"

"If you had to predict what internal objection, hurdle, or competing priority would unexpectedly create an obstacle at renewal time - what would that be?"

"What would your CXO say if you asked for budget to renew today?"

Then, we shut up and let them talk. Seek to understand. Don't show up with a 50 pg slide deck of utilization to try and change their mind. 

It's mind-numbingly simple, but it was one of my favorite tactics I learned as an account manager. 

Here's why: 

- If I heard "no" - it gave me 6 more months to work on the fixable stuff. I wasn't scrambling and draining my company's resources to "save" it at the end of the term. 

- It created trust with the buyer because I wasn't trying to convince them to renew. I was seeking to understand. 

- It elicited potential renewal red flags, concerns, competing priorities, and internal blockers I was not expecting. 

- It exposed my flawed assumptions (ex:, thinking "they have 100 regular users, with high utilization, so they must be seeing value", when the sponsor was quantifying 'value' differently)

But, like a lot of stuff in Sales, the easiest thing for us to do is to skip these. We tell ourselves, "that customer has been with us forever - they always renew". Or, "I don't want to ask...what if they say no".

So, the real trick to making it work was that the company tracked 180 day completion rates in SFDC on the opportunity. With as much accountability as they tracked new logo sales meetings booked. 

As a result, 180 day call completion rate was positively correlated to a higher renewal rate. 

Is this rocket science? No. 

But, did it force me to have uncomfortable conversations with enough time to do something about it? Yes.

FFS, please stop opening your cold emails with "Congrats on the funding!". Here's what I do, instead. 

Nothing always works and nothing never works. 

But, you're 1 of 200 sellers who just got the funding alert from your Sales tech.

And, they all just sent the same "congrats on the funding!" cold email. 

Here's an example of what I do instead. It's no different than how I treat any other outbound. The signal just gives me a reason to research the account. It isn't THE reason to reach out.

Filevine raised $400M in Sept. Let's say I'm targeting the CMO. 

Step 1: Read their funding announcement. 

I see: "This capital will fuel go-to-market strategy. Filevine will use proceeds from the raise to further its lead in serving litigators, attract top talent, and deepen its base of enterprise and government customers."

Step 2: Prompt ChatGPT with "What would be hard about being the CMO of Filevine right now?"

I see: 

"Enterprises (banks, insurers, healthcare systems, etc.) may see Filevine as tailored for law firms only, not as a broader workflow platform. Buyers outside of Legal Ops think, “We’re not a law firm, so this isn’t for us,” and deprioritize meetings."

Step 3: Now, go back to the problem you solve. I help sales teams book meetings with ENT prospects by defeating buyer status quo. 

So, I imagine how that problem might play out for Filevine. 

Moving upmarket = more change resistance + inertia. 

Most ENT companies may have a way to solve the problem Filevine solves already. It's likely a "good enough" solution. But, plenty of people are good with good enough. Because change is hard/expensive/risky.

Step 4: Now, I take all of that context and write an email about my hypothesis.

Subj: Ryan's Comment

Ryan spoke about the move upmarket (into banks, insurers, healthcare). 

Not sure if it's been tough to shift the market's perception of Filevine from “legal software” to “enterprise operations platform for regulated work”.

ACME was up against a similar challenge when they landed their Series C funding. 

Their CRO and CMO implemented a different approach to outbound messaging to increase meetings booked with the ENT buyer. 

Open to hearing how they did it? 

Either way, congrats on the announcement. Rooting you on! 

Jen 

Email #2 would be a similar format, but would tackle a different problem hypothesis. 

I'd keep cycling through different problem hypotheses. 

Because as much as Filevine just became a prime target for us, the same can be said for everyone else with Filevine in their territory. 

Stand out with your insight + problem specificity.

Stand out with how much you G.A.S about their business. 

________

PS: Looking for a 2026 SKO keynote or workshop? This is the type of content I teach Sales, AM, and CSM teams to help them build and convert pipeline with their target accounts.

Y’all raised $6k yesterday! 😭😭

That money goes directly to helping dogs like Willie (aka one-eyed Willie) get the eye surgery he so desperately needs. 

If you missed yesterday’s post, he’s one of 17 dogs Many Paws rescued from a truly horrific breeder/dog fighting situation this week. 

From the bottom of my heart, THANK YOU. I’m beyond grateful for your kindness. You made a real impact on these dogs and this rescue. I’m so moved by your kindness. 

If you missed yesterday’s post and would like to donate, there’s still a ton of medical and spay/neuter expenses looming. A $10 donation or simply reposting this post goes such a long way. 

Photo credit: Nicholas I. Knuth 📸 

Willie (and many others) are available for foster or adoption at Many Paws Global Rescue in Palatine, IL ❤️

Ever have a waiter/waitress run through an awkwardly long description of tonight's specials? 

Some enjoy it. Most politely pretend to listen, while thinking, "Can you pleeeease hurry up". 

Because if we don't like chicken alfredo, it doesn't matter how it's prepared. We're not going to order it. 

"Over-describing the specials" is a writing pattern I see in cold emails. The specials = our solutions. 

The underlying belief/assumption is this:

If I make my solution (my special) sound SO good, maybe people will consider it. 

Instead, here's an alternative cold email framework that has worked for me:

- Saw/heard X (x = observation about an action their business is taking) 
- Not sure if Y is true (y = hypothesized problem that commonly occurs as a result of that action) 
- Are you weighing the pros and cons of A vs B? (A & B = two possible actions their business might take instead) 
- If so, ALPHA company was in a similar situation. Open to hearing what helped them decide? 

The hardest part of a buyer's job is deciding what action to take. 

If we can offer insight into how others made a decision, we are helping someone increase their decision confidence. 

But, it requires that we don't lead with our solution. And, that's very different from how most of us were trained to use cold email. 

No seller WANTS to send a bad cold email. Most are probably just following the training they received when they started out. 

Want to give your team an alternative to the same old outbound message? 

DM me to learn more about my "How We Open Is How We Win" workshop at Sales Kickoff 👊

5 ideas for your 2026 Sales kickoff.

1. Swap 1 happy hour with a volunteering event at a local animal shelter 

Want to build camaraderie? Puppies. Can't think of a shelter that wouldn't be over the moon for some extra hands right now. Post photos on your company LinkedIn page. 

2. Offer headshots. 

Saw this a lot more in 2025. Sellers love it. You're saving them $ and helping them build a more credible digital presence. 

3. Customer panel. 

But, don't make it feel like a staged ad. Ask Qs about a day in the life of a CXO. What made them take the initial meeting? How did they involve their team in the buying process? What did their biz case look like to their CFO/boss? What other options did they consider? What kind of Sales tactics are a turnoff? 

4. Pickleball tournament. 

Good arrival day event to bring the team together and help break down silos. Bring in Morgan J Ingram as the celebrity referee. 

5. Musical chairs with the ELT. 

I have 0 evidence this does anything positive for business or morale. But, it'd be a fun way to break up a long slog of PowerPoint presentations post-lunch. And I like the idea of watching ELT members wrestle. 

Bonus: try this if you have a hard time getting people back in their seats after a break. Anyone who enters the room late has to sing Pink Pony Club on stage. I learned this when I was at Challenger. One of the facilitators made me sing "I'm a little teapot" to an audience of 300 sales engineers. I was never late to a break again.

Outbound → Revenue. For B2B Teams That Want Results | Founder @ AMP | Creator of Sales Team Six™

Meet Shooter 🩷

An 11 month old puppy who couldn’t be sweeter. 

Zoomies? Yes
Puppy kisses? Oh yes. 

He’s super food-motivated, which makes training fun. Loves other dogs, people, and basically anything that moves... especially if it plays with him. 

He’s a happy-go-lucky, adventure-ready pup who also knows how to wind down for cuddle time. 

Are you or someone you know looking for a loyal buddy?

Available at Many Paws Global Rescue in Palatine, IL.

Photo credit: Nicholas I. Knuth 📸 

(If we’re newly connected, every weekend I post a rescue dog available for adoption from Many Paws. Thank you for your help getting more eyes on these deserving pups!)

Had a call with a Chief Strategy Officer who inbounded today. 

During prep, I went to their leadership page to look at his bio. 

Saw this: "Dolphin-esque swimmer, knows all the words to Thunder Road, and can be found coaching youth sports".

So, I used AI to create this image and set it as my wallpaper for our Google Meet. 

"Is that....a dolphin singing Thunder Road?"

"Yes."

"Ha! I see you did your homework on me."

Does he think I'm odd? Maybe. Would he buy from me because I created this dumb picture? NO. Did it break the ice and set a relaxed tone for the convo? Yes. 

I'm a huge proponent of using ChatGPT to help us do discovery before the discovery call. 

But, I still take a couple mins to manually research the person. Often, we find things that help make the conversation a little more memorable (and a little lighter). 

CXOs are people, too. It's not that deep.

today I learned you can request $ in a group chat. follow me for more money-making tips.

Here’s an idea to keep your sellers' attention during Sales Kickoffs (SKOs). 

Buzzword Bingo. 

Every attendee gets a bingo card with buzzwords and AI phrases, like: 

harness, supercharge, unleash, revolutionize, leverage, game-changing, synergy, "in today's fast-paced environment", "it's not about __, it's about ___", "AI won't replace you, but someone using AI will".

First person to yell "bingo!" wins $250.

5 cold email subject lines that would work on me right now (to get an open):

Jen > Kyle Asay
Many Paws Donation
Chris Farley, Sales Icon
Vermont, Amsterdam, Toronto 
Deliliah + Koa + Pogo

Why? Because it shows the rep spent a few mins on my LinkedIn and has a genuine interest in speaking with me. I'm not just a name on a list of 1000 email addresses for people with the title of "Founder". 

If you have a prospect who shares content on LinkedIn or X, take the time to be curious. (And, yes, not all prospects post on social. This only applies to the ones who do.) 

Now, to compare, here are the 5 most recent cold email subject lines I received:

contact update
You might like this, Jen!
Elevate Your Digital Presence with Wikipedia
Quick question about DemandJen's operational efficiency
Quick question, Jen

The job of a subject line is to earn the open. It doesn't earn a reply. That's the job of relevance. And, it's why nailing relevance in your email body matters so much. 

But, we can't earn a reply if we don't earn an open.

(PS - Samantha McKenna has some of the best advice on cold email subject lines, using her Show Me You Know Me approach).

VP Global Growth Sales at LaunchDarkly | Founder of salesintroverts.com

Founder @ #samsales l Sales + Cadences + Executive Branding on LinkedIn l Ex-LinkedIn l Keynote Speaker l 13 Sales Records l Early Stage Investor l Overly Enthusiastic l Swiss Dual Citizen l Creator, Show Me You Know Me®

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