Demand Creation
Teaching teams to become the advisors their customers trust.
We help organizations master customer conversations that build engagement, strengthen relationships, and bring business strategies to life.
Our flagship programs:
Discover the programs that transform B2B sales performance.
Show up smarter.
Become a trusted advisor.
Sustain impact through leadership.
Why teams choose JBK
For more than 40 years, JBK has helped customer-facing teams create demand and build lasting trust.
Proven frameworks
Custom case studies
Skills that stick
Trusted by Leading Companies
Our training programs are trusted by leading innovators across industries.
Semtech
Tektronix
Cepheid
National Instruments
Elevate performance at every level
What your team will walk away with
Extend your training with JBK AI Tools™
In Development
Our JBK AI Tools are currently being built and tested. The first releases will arrive in early 2026, with additional tools launching throughout the year.
From workshop to workflow, turning skills into daily practice and accelerating growth with AI-powered tools.
Feature one
ADD AI™
Turn information overload into actionable insight
Feature two
SBP Call Strategy AI™
Translate preparation into focused, high-impact customer calls
Feature three
Discovery Compass™
Sharpen your discovery focus using SCOPE Map to achieve better, different, and deeper customer understanding
Feature four
SBP AI Skills Lab™
Practice customer conversations in a realistic AI environment that mirrors your upcoming calls
Feature four
Whiteboard Conductor™
Bring sales, product, and leadership together to plan and align before every strategic meeting
Your questions answered
Quick answers to the most common questions about JBK programs and tools.
We focus on how teams show up: credible, prepared, and trusted. Our work blends proven frameworks, customer case studies, and coaching that sticks.
Customer-facing teams and their leaders including sales, field and applications engineering, product, marketing, services, and managers who coach them.
Programs are delivered in person, virtual, or hybrid, and always customized to your market, customers, and competitive reality.
Our case studies are fictitious but based on your markets, customers, products, and competitive landscape. They make training realistic so participants can plan and practice workshop skills in a setting that mirrors their real world.
You can expect better discovery, stronger relationships, and clearer next steps. These improvements lead to higher win rates and more credible conversations.
JBK AI Tools™ extend training into daily practice. They help participants research, plan, and rehearse customer conversations using the same frameworks learned in workshops. Access is alumni only (Account Due Diligence™ and Selling Beyond the Product™ required) and licensed per seat.
Leadership is central to lasting change. We work with managers and leadership teams in a variety of ways tailored to each client. Support can include dedicated workshops, short coaching sessions to prepare leaders for their role, and tools that help managers reinforce vocabulary, skills, and processes across the organization.
Start with a conversation to understand your goals and priorities. The next step is often a Discovery Project, where we meet with key people in your organization to explore how you engage customers. From those discussions, we deliver findings and recommendations that outline the best path forward.