Free webinar · Thursday 6 August
- Free live webinar · 60 minutes · Two sessions · 6 August
Sales and Marketing for Software and Technology Companies in the Age of AI
Most software founders tell me they have a marketing problem. That’s half the story. This session covers both halves: how to build the engine that generates the right interest, and what to do with that interest once you have it.
Hosted by Matthew Whyatt. Founder of Tech Torque. Built a software business past $100 million in revenue and sold it.
Thursday 6 August · two live sessions at 11:30 local in Asia Pacific and Americas.
Save your seat
Session 1 · Asia Pacific
Thursday 6 August 2026
Session 2 · Americas
Thursday 6 August 2026
This session is worth your time if any of this sounds familiar
It’s built for founders and sales leaders running B2B software and technology businesses. Specifically, these people.
The pipeline looks healthy until it doesn't
Plenty of leads coming in. Good conversations. Then the quarter closes and the number isn’t there.
The sales process only works when you're in the room
Someone else runs the same call and it falls apart. You can’t scale a process that lives in your head.
Too much of the revenue comes from too few places
Referrals and a handful of key accounts. It’s worked so far. You already know that’s a risk.
Marketing spend hasn't matched the return
You’ve invested. The leads arrived. Something further down the funnel is eating them.
AI is moving the market and you're not sure you're keeping pace
Competitors are running faster. You can’t tell yet whether that’s a real threat or noise.
You're filling the diary and still guessing which deals will close
Forecast meetings feel like theatre. You want a clearer read on what’s real pipeline versus noise — before the month ends and it’s too late to course-correct.
The breakdown usually happens inside the sales conversation
Marketing matters. Founders who come to me asking for more leads, better visibility, a stronger message are not wrong to be thinking about it.
But I keep seeing the same pattern. Companies generating plenty of interest still can’t convert it. Good conversations go cold. Proposals sit unanswered for weeks.
The lead came in. The meeting happened. And somewhere between that first call and a signed contract, the deal fell apart. That’s not a top of funnel problem.
AI has raised the stakes for getting the fundamentals right
AI has made everything faster. Campaigns run at scale. Outreach goes out automatically. More companies are reaching more buyers with less effort than ever.
The catch is that AI amplifies whatever is already in your business. Weak targeting means the wrong message reaches more people, faster. Gaps in your sales conversation mean AI fills your pipeline with deals that stall.
The fundamentals still decide the outcome. AI just makes them more expensive to get wrong.
Framework one: The Four Keys to Consistent Revenue
01
Target market
Most software companies are too broad. We’ll look at what it means to get genuinely specific about who you’re selling to, and why that precision changes everything downstream.
02
Circle of influence
There’s an ecosystem around every buyer that most sales teams never engage. Knowing who sits in that circle, and how to activate them, is one of the most underused advantages in B2B software sales.
03
Relationships
Consistent revenue comes from commercial relationships built on trust, not transactions. We’ll look at what that means in practice.
04
Offer
How you package and present your solution matters more than most founders realise. Not just what you sell. How you frame it.
Framework two: The Four Chapters of a Sales Conversation
Most sales conversations stall because the salesperson pitches before they’ve earned the right to pitch. Each chapter has a purpose, and each one earns you the right to move to the next.
01
Understand the problem
Not the surface-level answer. The real problem underneath it.
02
Quantify the cost
Most buyers haven’t done the maths on what the problem is costing them. That number turns a cost comparison into a return calculation.
03
Surface the consequences
What happens if nothing changes? The consequences of inaction are usually more powerful than the features of your solution. Most sales conversations skip this chapter entirely.
04
Design the path
You don’t present a solution. You design the path forward with the buyer. That shift changes how they see the decision.
Who's running this
Matthew Whyatt, Founder, Tech Torque
I run a sales and marketing consultancy that works only with software and technology companies.
Before Tech Torque, I built a software business to over $100 million in revenue and sold it. I’ve run the sales calls, built the marketing teams, and sat through the same painful conversations most founders are still having today. I know what it feels like when the pipeline is full and the revenue isn’t.
I teach from experience, not from a textbook. Every framework in this session has been built and tested inside real software businesses, including my own.
A working session, not a pre-recorded pitch
You’ll get frameworks you can apply to your own business immediately. There’ll be time for questions, and I’ll be direct about what tends to work and what tends to fail in software sales and marketing.
This is not a one-hour build-up to a sales offer. You’ll leave with more clarity about your revenue engine than you came in with.
Duration
Approx. 60 minutes including Q&A
Sessions
Two live sessions · Thursday 6 August
Asia Pacific 11:30am Sydney
Americas 11:30am New York
Cost
Free
Afterwards: If you want to go deeper afterwards, I run complimentary Focus Finder calls. Forty-five minutes, one on one, looking at where your revenue engine is breaking down and what to do about it. I’ll mention it at the end. There’s no obligation and no pitch during the session itself.
FAQ
Will there be a recording?
Yes. Everyone who registers gets the recording, whether you make it live or not. The Q&A is the part you can’t get from the replay, so come live if you can.
Do I need to bring my team?
No, but it helps. Founders who watch with their sales lead tend to get more out of it, because you can act on it together the same week.
Is this really free?
Yes. No card, no upsell during the session.
What if the session time doesn't work for me?
Register anyway. You’ll get the recording, and you’ll be first to know when the next session is scheduled.
How much of this applies if I'm not in software?
The frameworks were built for B2B software and technology. Most of it carries across to other considered B2B sales. The examples won’t.
Save your seat
Pick the session that fits your timezone. Same content, live Q&A either way. You’ll get a Zoom confirmation and calendar invite. If you can’t make it live, you’ll get the recording.
Session 1 · Asia Pacific
Thursday 6 August 2026
Session 2 · Americas
Thursday 6 August 2026
Sales and marketing for software and technology companies.
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