AI for life science sales and marketing that actually moves revenue. In this episode of Burn The Playbook, Marc Crosby digs in with Matt Wilkinson, founder of Strivenn, on how commercial teams cut through hype and apply AI where it matters: personas, buying groups, objection prep, and sales practice that sticks.
What you’ll learn
- How “persona AI” turns real LinkedIn and VOC data into a usable synthetic customer
- A simple way to map buying groups and pressure-test your pitch with role play
- Where AI helps most in product launch, ABM, and key account management
- Why ungating content now matters for search and AI bots
- How to prep objections with custom assistants and stay human in the loop
- “Moments over funnels” and what that means for 2026 GTM planning
- Practical tools Matt uses: Claude, ChatGPT, Humantic, Yoodli, Notebook LM
Chapters
00:00 Welcome and setup
00:30 Meet Matt Wilkinson and Strivenn
01:29 When ChatGPT changed the game
03:24 Science mindset for using AI
05:21 Persona AI explained
07:10 Synthetic buyers and role play
08:05 From product to marketing to sales
09:32 Mapping stakeholders
10:18 Objection prep with custom assistants
11:30 KAM board work and AI’s impact
13:18 Big obstacles: data, maturity, fear
15:00 Policies, “secret cyborgs,” and guardrails
17:45 Showing value and time savings
19:31 Repeatable assets reps will use
19:39 Favorite tools for sales enablement
21:41 Buying group mastery and practice
23:55 2025–2026 outlook for life sciences
26:17 Notebook LM for learning and policy chatbots
26:46 Moments over funnels
28:51 Rapid fire: the takes that matter
35:46 Burn one habit, build one for 2026
36:28 Where to find Matt + 2026 speaking
Who this helps
- Life science commercial leaders and KAM teams
- B2B marketers running ABM and launches
- Founders building GTM in technical markets
- Sales enablement leaders installing AI the right way
Guest
- Matt Wilkinson, Founder, Strivenn | Website: https://www.striven.com | LinkedIn: https://www.linkedin.com/in/matt-wilkinson/
Host
- Burn The Playbook Podcast — Digital Rebels Consulting: https://DigitalRebelsConsulting.com
- Host: Marc Crosby
AI for life sciences, persona AI, buying group mapping, key account management, ABM, objection handling, sales role play, Notebook LM, Claude, ChatGPT, Humantic, Yoodli, moments over funnels, commercial data readiness, AI policy, synthetic customers, B2B marketing, sales enablement, life science GTM, 2026 GTM planning
1: Persona AI that isn’t fluff. Real data. Real buyers. #LifeSciences
2: Map the buying group and stress-test your pitch. #SalesEnablement
3: Ungate content so humans and bots can find you. #B2BMarketing
4: Objection prep with custom assistants in minutes. #SalesTips
5: Moments over funnels. Win where decisions happen. #GTM
- Website → DigitalRebelsConsulting.com
- Linktree → https://linktr.ee/digitalrebelsconsulting
- Socials → Follow us on LinkedIn www.linkedin.com/in/marcccrosby
- Email → marc@digitalrebelsconsulting.com
- Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
- Burn The Playbook Website → https://www.buzzsprout.com/2522863
Views expressed are our own and do not represent any organizations
© 2025 Digital Rebels Consulting. All rights reserved.
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