Episode #243: Sandra Moran – Selling to a Buyer Who Doesn’t Know They’re Looking
How to reposition a category when your new buyer isn’t searching for you yet.
For B2B marketers moving from a legacy category to an outcome-based pitch aimed at a new economic buyer.
Sandra Moran is CMO at Schoox, a learning platform built for frontline enterprises and trusted by brands like Five Guys, Wingstop, and Sports Clips. Schoox started as an LMS and is repositioning as a workforce performance platform, which meant moving the conversation from HR and L&D to CEOs and operations leaders. Sandra explains why her team tested the new positioning with existing customers first, how they moved to account-based marketing, and why employee skills now predict AI ROI. She also shares how her team’s use of AI more than doubled response rates on personalized outreach.
WHAT YOU’LL HEAR
– Why the LMS category stalled: it tracks course completions, not behavior change or business outcomes, and how Schoox reframed around closing the gap between underperforming and top-performing locations
– Why the repositioning ran through existing customers first: access through current L&D contacts and faster proof than a new logo’s sales cycle plus implementation
– The repositioning mistake to avoid: skipping the work of talking to buyers, plus why Schoox ran one-on-one interviews with customers who moved forward and those who didn’t
– How the team uses AI: brand skills, an account research tool for business development that more than doubled response rates, and AI info pages that improved LLM citations
