A buyer's feed is a live strategy document. Most sellers never read it.

I coached a team last month who were preparing for a big pitch. They'd done the account research, built the deck, rehearsed the talk track.

I asked: 'What has the CFO posted about in the last month?'

Silence.

Turns out she'd shared three articles about operational efficiency and commented on a thread about vendor consolidation. That's the real brief, sitting in plain sight.

Five minutes of reading would have changed the entire pitch.