The short version. Sales speaking is full of confident assertion and short on evidence. Katie Mullen interviewed hundreds of actual buyers, so the site leads with the research rather than the resume, and separates keynote from training because those are different budgets and different buyers.
The positioning problem
Sales speaking is a category full of confident assertion and short on evidence. Every sales speaker claims a proven method. The differentiator available here was real: Katie interviewed hundreds of actual buyers. The site had to make that research impossible to miss.
What we did
We led with the research rather than the resume. The positioning is built on what customers said they actually want, not on what a successful salesperson believes worked. That single reframe moves the site from opinion to evidence, which is the strongest available position in a crowded category.
Structure and booking path
Keynote and training are separated into distinct pages with distinct outcomes. This is a revenue decision as much as a design one. A keynote is a single event purchase and training is a program purchase, often with a different budget holder, and blending them on one page suppresses the larger deal.
Built for search and AI visibility
The training page lists concrete, specific learning outcomes rather than vague benefits. Specific outcome lists are highly extractable content: they answer a precise question completely, in a format an answer engine can lift, which is exactly the structure that earns citations.
The book anchors authority throughout the site, giving buyers a low-risk way to evaluate her thinking before committing to an inquiry.
Audience
Sales teams, sales leadership, conferences
