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A Kavanah Course — Free · 5 modules · Foundational
Twenty lessons on modern B2B selling: the pipeline, the buyer, outreach, the deal and the sales machine, taught against the Deal Room you actually work in.
A practical course for founders, account executives and sales leaders. It starts with how B2B buying decisions are really made in 2026, by buying groups of a dozen people who research with AI before they talk to anyone, and works forward through prospecting, discovery, negotiation, closing, forecasting, retention and running a team. Every lesson cites its evidence, ends with concrete steps inside Kavanah's Deal Room, and names the numbers to watch.
An Introduction
Why this course exists, what it covers, and how to use it alongside the Deal Room.
B2B selling has changed more in the last five years than in the thirty before them. Buyers now research with AI tools before they speak to a supplier, they arrive with a shortlist already written, and the decision is made by a buying group of a dozen or more people, most of whom the seller never meets. At the same time, the cost of sending a sales email has fallen to almost nothing, so every inbox is full and the mailbox providers have started enforcing rules that used to be suggestions. This course teaches selling as it has to be practiced in that world: fewer, better conversations, run deliberately, measured honestly, and with any automation kept under human review.
Founders who are still the company's best salesperson. Account executives who want to understand why the practices their managers ask for actually work. Sales and revenue leaders who need a shared vocabulary for their team. And anyone who has inherited a pipeline spreadsheet and suspects it is lying to them. The course assumes no prior sales training and no prior Kavanah experience. It does assume you want the reasons behind each practice, because a technique learned without its reason is the first thing dropped under quota pressure.
Five modules, twenty lessons. Each lesson takes ten to fifteen minutes to read and ends with two practical blocks: a Kavanah-in-practice section, three or four steps you take in the Deal Room or the agent, and a metrics block naming what to watch. Some metrics Kavanah computes for you; many you compute yourself, and the lesson says which.
Module 1, Foundations. What B2B selling is now, the pipeline as a system with real exit criteria, the ideal customer profile, and qualification frameworks such as MEDDICC and BANT.
Module 2, The Buyer. How buying groups actually decide, why teaching beats relationship-building in complex sales, why most lost deals are lost to no decision at all, and how a buyer who researches alone with AI changes your job.
Module 3, Prospecting and Outreach. Research before outreach, what the evidence says about follow-up cadences, how to write a first touch that earns a reply, and the deliverability, consent and review rules that now decide whether your mail arrives at all.
Module 4, Running the Deal. Discovery, objections and advances, negotiation and pricing, and proposals with mutual action plans.
Module 5, Operating the Sales Machine. Forecasting, pipeline metrics and coverage, account management with expansion and churn, and coaching, compensation and territories.
Read in order the first time; the later modules lean on vocabulary from the earlier ones. A reasonable pace is one module a week, setting up the corresponding part of the Deal Room between lessons. The in-app version lives at /learn/sales-with-kavanah inside your workspace, where each step links to the surface it describes. The public version at kavanah.ai/course/sales-with-kavanah is the same content.
One note on evidence. Sales is a field full of confident statistics with no traceable origin. Every outside claim in this course is cited to a source we fetched and read, with its year, and vendor research is labelled as vendor research. Where a commonly repeated number could not be traced to its origin, we left it out. Where Kavanah's own suggested ranges appear in a metrics block, they are starting points, not findings.
Good selling has always been about helping someone make a decision they will not regret. The tools have changed; that has not. Kavanah is built to take the clerical half of the job off your hands so the other half, the judgment, gets your full attention.
Module 1
What selling is now, the pipeline as a system, who to sell to, and how to qualify
4 lessons · ~50 min
The ground the rest of the course stands on: how the buyer's journey moved, a pipeline whose stages mean something, an ideal customer profile built from evidence, and qualification that tests for a decision rather than a pulse.
Lesson 1.1 · 12 min
What B2B Selling Is Now
The buyer moved first. The seller's job moved with them.
Start lesson
Lesson 1.2 · 13 min
The Pipeline as a System
Stages defined by what the buyer has done, not by how the seller feels
Start lesson
Lesson 1.3 · 12 min
The Ideal Customer Profile
Who to sell to, decided from your own wins, losses and retention
Start lesson
Lesson 1.4 · 13 min
Qualification: BANT, MEDDICC and the Question Behind Them
Testing for a decision, not for a pulse
Start lesson
Module 2
Buying groups, consensus, indecision, and the buyer who researches alone
4 lessons · ~51 min
What the research says about how B2B purchases are actually decided in 2025 and 2026, and what each finding asks of a seller.
Lesson 2.1 · 13 min
How Buying Groups Actually Decide
Thirteen insiders, nine outsiders, and one seller who meets three of them
Start lesson
Lesson 2.2 · 13 min
Teaching for Consensus
Why the sellers who win complex deals bring an insight, not just a relationship
Start lesson
Lesson 2.3 · 13 min
No Decision: Losing to the Status Quo
The competitor you meet most often is the buyer doing nothing
Start lesson
Lesson 2.4 · 12 min
The Self-Directed, AI-Assisted Buyer
Most of the journey happens without you; make what the buyer finds consistent and true
Start lesson
Module 3
Research, cadences, first touches, and the rules that decide whether mail arrives
4 lessons · ~53 min
How to start conversations with people who did not ask to hear from you, without lying to them, wearing them out, or burning the sending domain.
Lesson 3.1 · 13 min
Research Before Outreach
Personalization is only as good as the facts under it
Start lesson
Lesson 3.2 · 13 min
Cadences and Follow-Up: What the Evidence Says
Follow-ups earn most replies, until they start earning complaints
Start lesson
Lesson 3.3 · 12 min
First Touches That Earn Replies
Short, specific, about them, and easy to answer
Start lesson
Lesson 3.4 · 15 min
Deliverability, Consent and the Reviewed Send
The rules that decide whether your mail arrives, and who checks it before it leaves
Start lesson
Module 4
Discovery, objections, negotiation, and the path to a signature
4 lessons · ~55 min
The conversation-by-conversation craft of moving a qualified opportunity to a decision, and keeping the Deal Room honest about where it stands.
Lesson 4.1 · 14 min
Discovery
Learning the buyer's problem well enough to say whether you can solve it
Start lesson
Lesson 4.2 · 13 min
Objections, Advances and Next Steps
Every meeting should end with the buyer agreeing to do something
Start lesson
Lesson 4.3 · 14 min
Negotiation, Pricing and Discounting
Know your alternative, anchor deliberately, and trade rather than give
Start lesson
Lesson 4.4 · 14 min
Proposals, Mutual Action Plans and Closing
Make it easy for a dozen people to say yes, in order
Start lesson
Module 5
Forecasting, metrics, retention, and the team
4 lessons · ~55 min
The management layer: forecasts you can defend, metrics that predict rather than decorate, revenue after the first signature, and the coaching, pay and territory design that shape what sellers actually do.
Lesson 5.1 · 15 min
Forecasting You Can Defend
Stage-weighted, committed and momentum-adjusted views, and how to score them
Start lesson
Lesson 5.2 · 13 min
Pipeline Metrics and Coverage
Five numbers that tell you early whether the quarter is reachable
Start lesson
Lesson 5.3 · 13 min
Account Management: Retention, Expansion and Churn
The first signature is usually the smallest one
Start lesson
Lesson 5.4 · 14 min
Coaching, Compensation and Territories
The management systems that decide what sellers actually do
Start lesson