Blog 25 - Influence Over Information: Winning B2B and B2G Deals with Daniel Priestley’s KPI and 7–11–4 Frameworks
The blog this week is from Jeremy
Influence Over Information: Winning B2B and B2G Deals with Daniel Priestley’s KPI and 7–11–4 Frameworks
In our high-stakes world of B2B and B2G (business-to-government) work winning the trends and rules of engagement are shifting. Buyers are no longer swayed by polished proposals alone—they want to work with people they trust, teams they know and partners who understand their world.
I enjoy some, not all, episodes of the Diary of a CEO Podcast. I've discovered some fantastic thought leaders that we in B2B/B2G can take some inspiration from. Daniel Priestley is right up there. Daniel is an entrepreneur, best-selling author and international speaker. Starting with nothing, he built a collection of successful multi-million dollar businesses. His Key Person of Influence (KPI) framework paired with his 7–11–4 trust-building model offers a strategic roadmap for becoming the go-to authority in your niche and capturing complex high-value contracts.
Whether you’re targeting enterprise clients or navigating the UK public sector’s evolving procurement landscape, influence is your most powerful asset.
The KPI Framework: Five Pillars of Strategic Visibility
Daniel Priestley’s KPI methodology is built on the idea that in every industry, a small group of people command the majority of attention, opportunities, and revenue. These are the Key People of Influence—not necessarily the biggest players, but the most visible, credible, and trusted.
The framework includes five pillars:
1. Pitch – Craft a compelling and relevant value proposition.
2. Publish – Share your ideas to build authority and educate buyers.
3. Product – Package your expertise into scalable, tangible offerings.
4. Profile – Build a visible and credible online presence.
5. Partnerships – Collaborate to expand reach and deepen trust.
When applied together, these pillars create a flywheel of influence that attracts the right clients and opportunities, draw prospects in to be partners and accelerates deal velocity.
The 7–11–4 Model: Engineering Familiarity and Trust
Priestley’s 7–11–4 model complements the KPI framework by breaking down how trust is built in the buyer’s mind:
• 7 hours of accumulated contact time
• 11 interactions across different contexts
• 4 platforms where those interactions occur (in-person, calls, consumption of your content - video and podcasts)
This model is especially relevant in B2B and B2G environments, where procurement cycles are long and relationships matter. Buyers want to feel like they know your team before they commit. By engineering meaningful, multi-platform engagement—through webinars, blogs, LinkedIn posts, podcasts, and in-person events—you create a sense of familiarity that AI-written bids simply can’t replicate.
Why This Matters in the UK Public Sector
With the UK’s new Procurement Act coming into force, public sector buyers are placing greater emphasis on transparency, innovation, and supplier engagement. One emerging trend: clients want more face time with bidder teams. They’re pushing back against overly templated, AI-generated proposals and craving real human connection.
This presents a golden opportunity for influence-led professionals. By investing in visibility and relationship-building, you position your team as the safe, strategic choice. The KPI and 7–11–4 frameworks help you show up early, often, and authentically—long before the tender is published.
Co-Solutioning: From Vendor to Partner
Winning the deal isn’t just about being seen—it’s about being involved. Co-solutioning is the practice of working collaboratively with client teams to shape the solution. It builds trust, uncovers deeper needs, and creates shared ownership.
In the UK public sector, this is becoming a procurement expectation. Buyers want to see how you think, how you listen, and how you adapt. Hosting joint discovery sessions, stakeholder mapping workshops or informal coffee chats can deepen engagement and differentiate your team from competitors who rely solely on written submissions.
Having your humans in a room with their humans, building trust and figuring out valuable solutions we can land in negotiations or competitive tenders is the new super power in winning work and business growth.
Applying KPI Thinking to B2B/B2G Deal Capture
Let’s explore how each KPI pillar supports this relationship-driven approach:
1. Pitch: Clarity Wins Contracts
Your pitch isn’t just a tagline—it’s your strategic positioning. A clear, confident pitch that aligns with policy goals or sector challenges can cut through the noise. For example: “We help local authorities reduce service delivery costs by 30% through citizen-centric digital platforms.” That’s a pitch that speaks directly to the buyer’s priorities.
2. Publish: Influence Before the Tender
Publishing thought leadership content—white papers, blogs, case studies—helps you build trust before the formal procurement process begins. In B2G, this positions you as a policy-aware contributor. In B2B, it educates and influences buying committees long before the RFP drops.
3. Product: Make Your Expertise Tangible
Productising your intellectual property—through toolkits, frameworks, or diagnostic tools—makes your value more accessible. For example, offering a “Community Engagement Toolkit” to councils or a “Workforce Resilience Assessment” to NHS trusts creates low-risk entry points that lead to larger engagements.
4. Profile: Be Seen, Be Trusted
Your digital footprint matters. A strong LinkedIn presence, media mentions, and a professional website all contribute to perceived credibility. In B2G this reassures buyers during due diligence. In B2B it keeps you top-of-mind across long sales cycles.
5. Partnerships: Expand Your Influence and Access
Strategic partnerships unlock new markets and lend credibility. In B2G, teaming with local delivery partners or social enterprises helps meet social value criteria. In B2B co-branded initiatives or joint ventures accelerate trust and open doors to larger accounts.
Integrating 7–11–4 with the KPI Flywheel
The 7–11–4 model amplifies the KPI pillars:
• Pitch - becomes more memorable when heard across multiple platforms.
• Publish - fuels the 11 interactions and 7 hours of content.
• Product - offers tangible assets that buyers can engage with.
• Profile - ensures you show up consistently across the four platforms.
• Partnerships - create new contexts for interaction and shared credibility.
Together, they move you from being a vendor to becoming a trusted advisor—someone buyers seek out, not just someone who responds to tenders.
Final Thoughts: Influence Is the New Advantage
Daniel Priestley’s frameworks aren’t just about personal branding—they’re strategic engines for growth. In the context of B2B and B2G deal capture - they help you build authority, reduce friction, and attract high-value opportunities.
You don’t need to be the biggest player to win big deals. You just need to be the most influential one in the room—and the most human.
Other Resources
We’re on a mission to help companies like yours win more work.
Here are some other free resources that should help you too. Feel also free to share them with friends and colleagues:
Bid Writing Training - Learn to write winning tenders here.
Writing Crown Commercial Services Bids - Learn to tackle the challenges of writing CCS tenders here.
The Bid Toolkit - We make winning simple.
Our free work winning Podcast, the Red Review, can be found here.
You can also follow Jeremy on LinkedIn for hints, tips and insights here.
100% Typo Guarantee—Our blog posts are free-range. It was hand-crafted with love and sent out unfiltered. There was no review queue, no editorial process, no post-post revisions. Therefore, I can pretty much guarantee that there is some sort of typo or grammatical error or literary snafu. Got a business to run and a four year old to Dad. Sorry.