Why Should the Customer Buy from You When They Can Build In-House Using AI?

The status quo isn't just holding steady, it's fighting back with new tools. Jen Allen Knuth, sales strategist and former Challenger executive, joins Mark Hunter for a revealing dive into why "build versus buy" decisions are now derailing deals across industries.

Jen pulls back the curtain on the hidden pressures modern executives feel and warns sellers about the rising threat of in-house alternatives powered by AI. Together, they probe what's broken in current prospecting tactics and debate the real dangers of relying on intent signals that leave reps stuck in endless bidding wars. Today's episode challenges sales leaders to rethink how they create value, nurture genuine relationships, and break free from the noisy, product-first approach.

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👤 About the Guest

Jen Allen-Knuth is a sales coach, keynote speaker, and the founder of DemandJen and previously spent several years leading outreach and growth at Challenger.