Sales training and deal coaching · ICT enterprise and government

CIOs hunt for vendors they can build with. Few sellers are ready.

We help ICT sales teams win their
best deals.

For software, cloud, telco, SaaS and AI companies selling to enterprise and government, from $1M to $1B. We train your team and coach them on live deals, and show you how the buyer actually sees each one.

Book a deal review See how it works
  • 25+ yearsleading big enterprise deals
  • $500M+ICT deals led, and $1B deals worked on
  • 2,200+cases in the Labs casebook
  • Both sidestested with buyers and sellers

If you're a CRO, VP Sales or salesperson (IC),
we're here to help you:

  1. Alignwith your customer
  2. Builda vision of the future
  3. Executeon the deal, in partnership with your client

The problem

Most methodologies the deal. Labs helps you build the partnership & your best deal.

MEDDPICC qualifies. Challenger reframes. SPIN discovers.

None of them shows you how to win over the buyer's executives early, how to sell to a five-year plan when your target is quarterly, or how to keep the relationship growing after the contract is signed.

AI now does most of the prep, for both sides. The time it frees can go into more volume, or into the partnership both sides actually want.

It feels like you're in business to help my business. A CIO, on the seller they chose
My best deal was the one where I aligned with the customer on their big outcome, then I helped them bring that vision to life across horizons, and we worked in partnership to build value for both organisations. Every gun seller, on every big deal

Four issues every ICT
sales team faces.

Labs fixes all four, on live deals and across the team.

01

Common Language

Six people, six versions of the deal.

Labs gives everyone on both sides one shared language for the deal, so it tells the same story in rooms you are not in.

02

Horizon Thinking

Sellers plan quarters. Buyers plan decades.

Labs maps the buyer's three-to-ten-year plans onto every deal and lines them up with your quarter, so you earn a seat in the inner circle.

03

Capability Gap

Your best deals are won by people who can't tell you how.

Labs makes that judgement visible. What they see in a deal gets named, shared and taught, so it no longer lives in a few heads.

04

Partnership Building

Most deals end at the close.

Labs treats partnership as the final stage of the deal: shared value, shared risk, and a way of working together built to last years.

Where every deal should end up

The best deals give both sides the most value, for the longest time.

  • Trust
  • Shared value
  • Shared risk

How it works

Align | Build |
Execute

Three steps for running a big deal, used every week, on top of the sales method you already use.

The Labs Curve A tangled line through the Align and Build phases settles into one clear line that rises through Execute. On the buy side, Labs enables language, horizons, capability and partnership. On the sell side it addresses the same four challenges. BUY SIDE ENABLERS LANGUAGE · HORIZONS CAPABILITY · PARTNERSHIP SELL SIDE CHALLENGES LANGUAGE · HORIZONS CAPABILITY GAP · PARTNERSHIP ALIGNBUILDEXECUTE
The Labs Curve: noise early in the deal resolves into one clear line through Align, Build and Execute.

Align

Agree on what the customer most needs to achieve, in their words, before anyone proposes anything.

Build

Build a shared picture of the future with the buyer, one they will argue for when you are not in the room.

Execute

Win the deal with the right people on both sides, each with a clear job.

The tools we use.

Used across Align, Build and Execute every week.

Canvases
One-page worksheets that map the buyer's world and your deal team. Filled in with the customer, not about them.
Patterns
Deal situations that keep repeating, drawn from 2,200+ real cases. Name the pattern and you know where the deal is stuck.
Plays
Proven moves for each situation: what the best sellers do on instinct, written down. Each one comes with how it usually goes wrong.
The Strategy Canvas A one-page canvas with boxes for Outcomes, Win Theme and Story across the top; Aligned on the left; Challenges, Enablers, Optimise, Emergent and Future Vision in the middle; and Problem Statement to Solution or Service along the bottom. Outcomes Win Theme Story Aligned Challenges Enablers Future Vision Emergent Optimise Problem Statement Solution | Service
Strategy Canvas · Align & Build. Built with the buyer, in the room.
The Pursuit Canvas A one-page canvas for executing the deal: the Win Theme; each stakeholder marked MVP, ally, supporter, neutral, detractor or opponent; performance against the factors of competition; an authority and influence grid (keep satisfied, manage closely, monitor, keep informed); and boxes for Strategy and Play and Political Capital. Win Theme MVPAllySupporterNeutralDetractorOpponent Performance CustomerAlignedVisionStoryOutcomesPoliticsMomentumBudget Factors of competition Authority Influence Keep satisfied Manage closely Monitor Keep informed MVP Strategy & Play Political Capital
Pursuit Canvas · Execute. The people, the politics and the play.

Who it's for

Win big. Build partnerships.

Every seat in a big deal wants something different.
It starts with the customer.

The customer

CIO

What they want

A partner who knows their business, tells the truth, and is still there after the contract is signed.

How Labs helps

We get your team ready to be that partner: one shared picture of the deal, built with the buyer and around their plans.

The proof
BankingPartners share the outcomes and the risk.Group CIO, Australian regional bank, 2014 · Source
GovernmentI have had the best success with [technology] vendors who provide a capability that delivers what they say it will deliverCISO, Australian federal research agency, 2025 · Source
If you're a

CRO

What you're up against

Your best sellers win the big deals on instinct. The rest of the team can't copy it, and the forecast shows it.

How Labs helps

We help the rest of your team win the way your best sellers do: on purpose, not on instinct.

The proof
LiveAn AWS cloud partner

Lifting the whole sales and consulting team, not just the top sellers. Each training day ends with a plan for a real deal.

If you're a

VP

What you're up against

Training lands as an event. Six weeks later the language has faded and nobody can show it worked.

How Labs helps

We build a common language and horizon thinking inside your business and alongside your clients.

The proof
LiveA national telco

Coaching live deals so the team puts time into agreeing outcomes with the customer and building a shared picture of the future.

If you're an

IC

What you're up against

You need to win the deal in front of you, with help from someone who has done it, on your real deal.

How Labs helps

We help you thrive. We coach you on your live deal, so it's usable on the next call.

The proof
LiveA global ICT services firm

Qualifying, building and closing deals alongside the team, on a set of named accounts.

Services

Four ways to work with us.

Usually in that order: training to learn the framework, coaching to use it, Deal Sprints to keep it going, and the Operator Board to see it working.

01 · Training

Train

For teams and individuals.

Your sellers, leaders and consultants learn the Labs framework: one shared language for the customer, the buyer's long-term plans, and how to build the deal as a partnership. Each session ends with a plan for a real deal.

  • Language
  • Horizons
  • Capability
  • Partnership
02 · Deal coaching

Coach

On the deals, accounts and markets that matter.

Karl runs the framework live with your account team, every week: on a deal, an account plan, a patch plan or a market review. The team learns by doing it on real work, and keeps the deal and the relationship.

  • Diagnose
  • Plan
  • Run
03 · Ongoing

Deal Sprints

Aligned to the deals in front of you.

A run of focused sprints, each one aligned to a deal or account you're working now, so the framework becomes how the team sells, not a course they once did.

  • New deals
  • New accounts
  • New people
04 · The board

Operator Board

See every deal in one place.

One board per deal or account: the buyer's plan, the people, the score and the next moves. It takes in your live data and adds Labs' read, AI plus human judgement, so leaders can see what's moving and what's stuck.

  • Score
  • Track
  • Next moves

Founder's note

Why Labs exists.

Karl Baron, founder of EightyTwentyLabs

Our training and coaching is built on 25 years in enterprise and government sales: over $500M closed, and a seat at the table on $1B deals.

I've torn down over 2,200 ICT cases from across the globe and codified what makes a deal and what makes a partnership into a library of patterns and plays. Underneath it all is fierce customer advocacy: engagements built on trust, shared value and shared risk.

We work with you on your live deals to help you win big and build partnerships, by getting you off the playbook AI gave everyone, and building the judgement it can't.

Karl BaronFounder, EightyTwentyLabs

Questions

Before we talk.

Who is Labs for?
Sales leaders, account directors and executives at software, cloud, telco, SaaS and AI companies chasing large enterprise or government deals. We work for the selling side, and show you how the buyer actually sees the deal. The buyer gets a better partner.
Is it only for live deals?
No. The same framework scales from one deal to a whole market: an account plan, a patch plan or a market review. It works looking back, at the deals that were won and lost, and looking forward, at where the next ones will come from.
Is this training, coaching or mentoring?
Training and coaching. We train teams and individuals on the Labs framework, then coach on live deals by running the framework with your account team. Clients typically carry on with Deal Sprints for the deals and accounts that follow.
How is this different from MEDDPICC or Challenger?
It isn't a replacement. Those methods qualify, reframe and discover. Labs works on top of them and covers what they leave out: winning over the buyer's executives, the buyer's long-term plans, and a partnership that lasts past the contract.
Isn't this key account management?
No. Account management runs the accounts you've already won. Labs helps you win the next deal in them, from both sides of the table, and build it into a partnership.
Our vendor already helps us on big deals. Why add Labs?
Keep using it. Vendor programs bring funding and technical depth, and they're built to close that vendor's deal. Labs has no product to sell. We work on the whole deal with your team, and show you how the buyer sees it.
How do we start?
Tell us about one deal using the form below. We'll set up a deal review: you leave with a one-page read of where the deal stands, the pattern it's in, and the three moves most likely to change it.

Book a deal review

Bring us the deal you cannot lose.

A short note is enough. Everything you share stays confidential.

  • Where the deal stands A one-page read, from both sides of the table.
  • The pattern it's in Matched to real deals that went the same way.
  • The three moves The moves most likely to change the outcome, and who owns each one.
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