How Aligned is Redefining Sales: The Power of Buyer Enablement

Hot off their Series A fundraise, we are releasing our conversation with Gal Aga, CEO and Co-Founder of Aligned.

If you’re still operating in a “sales-first” world, you’re already behind. The writing has been on the wall for some time now: the traditional sales model is broken. Buyers are more informed than ever, they’re self-researching, and they’re avoiding salespeople like the plague. And guess what? The old school tactics—cold calling, aggressive selling, and pushy demos—just aren’t cutting it anymore.

But don’t take my word for it. Just look at Aligned. This company is leading the charge in what we can call a new era of sales: the Buyer Enablement Movement. And let me tell you, they’re onto something big.

In an insightful conversation with Gal Aga, the co-founder of Aligned, we uncover the strategy that’s transforming the way sales teams approach their buyers. If you’re in sales or marketing and you think the game is just about hitting your quota, you’re missing the bigger picture.

Aligned is not just a product; it’s a movement designed to make buyers' lives easier and, in turn, help salespeople close more deals. 

Buyer-Centric, Not Sales-Centric

One of the most profound shifts in the sales world today is the realization that we’ve been too sales-centric for far too long. For decades, the mantra was simple: salespeople sell, buyers buy. But in today’s fast-moving, information-overloaded world, buyers no longer wait around for salespeople to “sell” to them. They research, compare, and often make decisions before even engaging with a sales rep.

This is where the Buyer Enablement movement comes into play. Gal Aga and his team at Aligned are showing us that the old way of doing business—pushing products onto buyers—is outdated. Instead, it’s time to shift to a buyer-centric approach, where salespeople act as facilitators in the buyer’s journey.

This isn’t just some theoretical idea or fluffy buzzword. Aligned’s product—essentially a deal room—empowers salespeople to create a seamless, collaborative environment where buyers can make decisions at their own pace. It’s all about providing value to the buyer throughout their journey, not just at the point of sale. By offering tools that facilitate better communication, more transparency, and ongoing collaboration, Aligned is helping companies move away from cold calls and pushy sales tactics and towards a buyer-first experience.

The Real Problem: Deal Complexity

One of the core problems Aligned solves is what they call "deal complexity." In simple terms: salespeople don’t lose deals because they aren’t good at selling; they lose deals because they aren’t helping their buyers deal with the complexities of their own buying process.

Consider this: As a salesperson, you might have the perfect product, the perfect pitch, and all the right moves—but it’s your buyer who faces the real challenge. They’ve got competing priorities, a maze of internal stakeholders, budget concerns, and often have a hard time simply getting their team to agree. What do they do? They turn to the salesperson to help them navigate these complexities. Unfortunately, that’s where traditional sales methods fail. Email chains, attachments, and one-size-fits-all proposals just don’t cut it in today’s fast-paced, multi-stakeholder sales environment.

What Aligned does is simple but powerful: it provides a digital platform for salespeople to collaborate with buyers. Imagine a deal room where all the necessary resources are shared in real-time, allowing both the buyer and the seller to track progress, access materials, and keep all relevant parties in the loop. This collaboration tool is what sets Aligned apart from traditional sales tools that are stuck in the past.

By embracing this new world of buyer enablement, salespeople can help their buyers navigate the complexity of their purchasing decisions—making the process smoother, faster, and more efficient.

The Buyer Enablement Movement: Beyond Just a Product

Now, let’s take a step back and talk about the real value of Aligned. While their platform is undeniably powerful, the true magic lies in the movement they’re creating. This isn’t just about selling a product; it’s about changing the entire sales conversation. 

Gal Aga emphasizes that buyer enablement is a movement, not a product feature. It’s a philosophy that positions salespeople as enablers rather than traditional closers. And the beauty of this shift is that it aligns with today’s modern buyer who’s no longer looking for a “salesperson” but for a guide to help them make informed decisions. This mindset isn’t just transforming the sales process; it’s also reshaping the entire customer journey.

Think about it: In the past, salespeople were in control of the narrative. They dictated the timeline, the pitch, and the messaging. Today, buyers are in control, and that’s why the buyer enablement movement is so important. Aligned is helping sales teams let go of the old “selling” model and focus on what really matters: facilitating the buying process.

The challenge now is not about pushing harder or faster; it’s about being strategic and mindful of the buyer’s journey. As Gal points out, when buyers are stuck in indecision, it’s not a matter of the salesperson failing—it’s a matter of the buyer needing the right tools and resources to move forward. Aligned’s platform gives buyers those tools, helping them break through the indecision and keep the momentum going.

The Role of Influencers and Advisors

To really drive home the point of what makes Aligned unique, let’s talk about their approach to influencers and advisors. Aligned isn’t just building a product; they’re building a community. They’ve partnered with thought leaders, creators, and influencers who not only promote Aligned but also help co-create content. These influencers aren’t just part of the marketing strategy; they’re integral to building the movement itself. 

Aligned’s use of influencers is also strategic. By collaborating with key figures in the sales and marketing world, they’re not just getting promotional support—they’re getting authentic advocacy. These influencers aren’t pushing a product; they’re sharing real stories of how Aligned is transforming their own sales processes. And that authenticity is exactly what today’s buyers are looking for. This collaborative content approach also creates a sense of belonging among users and prospects alike, as they see their peers using the same tools and tactics to succeed.

The Intersection of Content, Community, and Conversion

Here’s the kicker: Aligned’s use of content isn’t just for awareness or engagement. It’s an essential part of their conversion strategy. Gal Aga talks about how they’ve developed deep, tactical playbooks that aren’t just promotional content—they’re valuable resources that salespeople can use. This content isn’t designed to be transactional; it’s about building trust and demonstrating expertise.

The company has recognized that content is more than just a marketing tool—it’s a driver of sales. Their playbooks, webinars, and influencer-driven posts all serve to build the community and create an ecosystem of buyers who feel empowered and educated. Once buyers are educated and aligned with the value of the product, conversion becomes a natural next step.

And to take it a step further, Aligned’s approach isn’t just about growing the audience; it’s about creating a tribe of people who believe in the movement. The more people see the value of buyer enablement and understand the power of helping buyers make decisions, the more they’ll embrace the tools and platforms that align with that vision.

Key Takeaways

1. The Death of the Sales-First Model: The old "sales-first" approach is a thing of the past. Buyers today are in control of the process, and salespeople who don’t recognize this are getting left behind. The new era is buyer-centric, not sales-centric.

2. Buyer Enablement is the Future: The core concept driving Aligned’s success is Buyer Enablement—empowering buyers with the tools and resources they need to make informed decisions. Salespeople should focus on facilitating the buyer's journey, not pushing their products. If you're not helping your buyers solve their problems, you're losing.

3. Deal Complexity is the Real Problem: Salespeople lose deals because they don’t help buyers navigate the complexities of their buying process. Aligned's deal room gives sales teams a way to support buyers through this complexity, making collaboration and decision-making easier.

4. Influencers and Advisors Are Critical: Aligned isn’t just building a product; they’re building a community. By collaborating with influencers and industry leaders, Aligned is amplifying their message and creating authentic advocacy. These influencers aren’t just promoting a product—they're co-creating value.

5. Content is King (and a Sales Driver): Content isn’t just for marketing—it's a key part of the sales process. Aligned’s deep tactical playbooks, webinars, and influencer-driven content are not just awareness tools but drivers of conversion. They help educate buyers and create trust, leading naturally to sales.

6. The Importance of Buyer-Focused Strategy: As Gal Aga said, the real shift is from selling to facilitating the buying process. If you're not focused on creating a buyer-centric experience and solving their problems, you’re missing the point. Salespeople must adapt to the new reality where buyers have the power.

7. Join the Buyer Enablement Movement: The revolution has already begun, and Aligned is leading the charge. If you're not embracing the Buyer Enablement movement, you’re falling behind. It’s time for sales teams to embrace a new mindset—one that puts the buyer’s needs first, helps them navigate complexity, and facilitates their journey.

Are You Ready for the Buyer Enablement Revolution?

Aligned is proving that sales can be done better—and in a way that’s more in tune with today’s buyers. Their platform is more than just a tool; it’s a revolution in how we approach sales. It’s time for salespeople to stop trying to close deals and start helping buyers navigate their decisions.

If you’re not embracing buyer enablement, you’re falling behind. If you’re not ready to let go of the old, outdated sales tactics and join the buyer-centric movement, then you’re missing the point.

So, ask yourself: Are you ready to shift your mindset and join the buyer enablement revolution? Because if you’re not, your competition sure is.

Are you ready to build your movement? Let’s chat.