50ish Levers: Urgent Needs and your Sales Team

There’s a reason your sales team keeps saying the same thing, and it’s not because it works.

Too often, sales messaging becomes locked in a slide deck or training document and quietly fossilizes—disconnected from the evolving market, untouched by recent wins or competitive shifts, and dangerously out of sync with what buyers urgently need today.

And yet, urgency is everything.

At Trivium, we believe resilient revenue doesn’t come from simply pitching features or shouting louder. It comes from meeting buyers where they are—in their moment of need—and equipping sellers to deliver value that outweighs cost, risk, and inertia.

That’s why our Revenue Workbook prioritizes the creation of the Urgent Needs Messaging Grid.  It’s the center of revenue success and keeps your team on a product-led approach. 

The Grid That Grounds Your Sales Strategy in Reality

Think of the Urgent Needs Messaging Grid as the practical antidote to fluffy messaging. It’s a live, collaborative document that aligns your sales content, motion, and narrative to the real, current problems your ideal customer is feeling today. Not last quarter. Not when you first wrote your pitch deck. Now.

The grid maps:

• Urgent needs your product solves

• Outcomes, functional, social and emotional, that your users can expect. 

• Key discovery questions sellers can ask to uncover those needs.

• Stories and examples that bring the solution to life

• Common objections and how to handle them

• Competitive insights to differentiate clearly

• Proof points that validate your value

  
  

It’s built with sales and product marketing, and it lives and breathes with your market. When done right, it becomes the cornerstone of how your go-to-market team speaks, sells, and wins.

“Product-Market Fit Is a Moving Target”

At the SaaS Metrics Executive Summit in NYC, Jacco van der Kooij said something that resonated. 

“Product-market fit is a moving target.”

That one sentence says it all.

What was an urgent problem six months ago may be a “nice to have” now. Your buyer may have changed roles, priorities, or budget constraints. Your competition is evolving. Your product is shipping new features.

And yet, many teams are still using the same sales talk track from three product updates ago.

This is why refining your Urgent Needs Messaging Grid isn't a quarterly box to check. It’s a revenue ritual. The most resilient GTM teams review and update it as part of weekly or monthly enablement rhythms, with inputs from the field, the market, and the product roadmap.

The Multiplier Effect

When your sellers have access to this kind of clarity and relevance, several powerful things happen:

• They ask better questions that reveal pain faster.

• They tell stories that actually resonate.

• They handle objections before they arise.

• They stop winging it—and start winning more.

In other words, they stop pitching. They start solving.

And when that happens, you’re not just hitting quota. You’re building resilient revenue—revenue that doesn’t buckle under budget freezes, turnover, or price pressure because it’s rooted in delivering urgent, undeniable value.

One Grid, Many Wins

The Urgent Needs Messaging Grid isn’t a nice-to-have enablement artifact. It’s a frontline tool for driving deals forward—and a strategic asset for aligning your entire go-to-market motion.

Because when your messaging connects to today’s needs, your revenue becomes tomorrow’s certainty.

Want to build or tune your Urgent Needs Messaging Grid?

Let’s talk. This is what we do.