Why Deals Die: The Momentum Problem in B2B

Episode #451:

Grainne Maycock, Chief Revenue Officer at Acolad Group, explains why deals lose momentum. She outlines how internal friction and misalignment quietly stall progress. She also shares how trust is built through transparency and consistent follow-through. She closes with practical ways to operationalize customer voice and communication.

“You can never overcommunicate on any strategy, any topic, or any result. Be customer focused, but overcommunicate with your internal teams and your cross-functional teams.” – Grainne Maycock

In this episode, Grainne breaks down why B2B deals stall long before a buyer says no. She explains how internal misalignment creates friction buyers can feel, why trust requires consistent follow-through, and how a disciplined voice of customer approach protects growth investments. The result is a repeatable momentum model leaders can measure and scale.

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