Informed Simplicity · Landing

Every B2B company tracks how much they sell. Almost none measure how well. I built the instrument that does. Let's talk.

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Revenue clarity for B2B teams.

Your team knows the product. Can they articulate the value?

I spent over 10 years inside enterprise B2B revenue organizations — Rackspace, LogicMonitor, Zscaler — watching the same problems happen again and again: the gap between what companies sell and how well their team can articulate why a customer should buy it.

If that resonates, let’s talk.

Steven Bechtol · Founder, Informed Simplicity · [email protected]

→ Book a conversation

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Does this sound familiar?

• Your best people carry the number. 10% of reps carry 60% of your quota. The rest are doing their best, following the playbook that doesn't connect for the buyer.
• You're always competing on price even when you don't have to. The value you deliver is real. The gap is articulating it the way your buyer needs to hear it.
• Training went well but something is still missing… Your team can do the drill. They can't finish at the rim, in traffic, when the defense rotates.
• The business case looks great. You think… Your champion has been pushing your initiative forward… then went quiet. Nobody equipped them to defend it without you in the room.

B2B sales organizations are seeing these signs every day. These aren’t separate issues. They’re symptoms of a single, underlying disconnect:

You sell a product. Your customer buys an outcome.

I don't teach the drill. I teach the recognition — how to get a buyer to question their own assumptions, build the case themselves, and buy because they want to.

Where the name Informed Simplicity comes from.

I borrowed it from 101 Things I Learned in Architecture School. Matthew Frederick defines informed simplicity as “an ability to discern or create clarifying patterns within complex mixtures.”

Architecture had the word for the work I’ve been striving towards. I’ve simply applied it to revenue.

The philosophy: Creating clarity → builds confidence → drives action