Visible or Invisible
How Industrial B2B Companies Win Buyers When AI Builds the Shortlist
A practical guide for industrial B2B leaders who want their company to be found, trusted, and considered before buyers ever contact sales.
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Get an email when the book launches in fall 2026, plus occasional previews of its ideas and practical frameworks.
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“Forty-five years in this business taught me that the design is won long before the purchase order, and AI just moved the starting line earlier still.”
Praised by leaders from across the industry
Help buyers find you.
Give them reasons to trust you.
Engineers and procurement teams research, compare, and shortlist suppliers before they contact sales. As AI becomes part of that process, your company’s product information and expertise need to be easy to find, verify, and trust.
Visible or Invisible shows how to connect the work inside your company with what buyers encounter outside it, from product knowledge and technical content to marketing, sales, distribution, and customer support.
Understand the new shortlist.
See how AI-supported research changes supplier discovery and where your company can become invisible before the first conversation.
Connect expertise to execution.
Bring product knowledge, technical content, marketing, sales, and distribution together with clear ownership and reliable handoffs.
Start with one real workflow.
Use practical frameworks to test where AI can help, keep people accountable, and improve the work before expanding.
The Visible GTM System
Developed by Sannah Vinding
A practical operating model connecting product knowledge, marketing, sales, and human judgment so industrial B2B companies become easier to find, trust, and buy from.
Five connected foundations help you see where the work breaks down and what to improve first.
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Product Truth
Accurate, consistent product information across the places buyers and AI systems look.
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Governed Knowledge
Expertise captured in reliable sources that teams can access and reuse.
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Signal Quality
Meaningful buying signals that help teams decide where to focus and act.
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Workflow Readiness
Clear owners, dependable handoffs, and review points that support the work.
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Human Trust
People accountable for judgment, relationships, and customer commitments.
AI helps prepare.
People help customers decide.
Sannah Vinding’s Last-Mile Principle keeps human responsibility central to the Visible GTM System. AI can research, compare, organize, and prepare. People bring the expertise, context, empathy, and accountability that turn information into a trusted decision, wherever judgment is needed.
What industry leaders are saying.
“As marketing leaders across the electronic components industry work to understand how AI is reshaping product discovery and decision-making, Sannah Vinding offers a timely, practical framework for moving forward.”
“AI has fundamentally changed how buyers discover, evaluate, and shortlist suppliers, and this book provides a practical framework for building the visibility, trust, and execution capabilities required to compete in this new environment. Every member of the supply chain should understand these changes and take action before they become invisible.”
For leaders driving industrial B2B growth.
Written for marketing, sales, product, and go-to-market leaders in manufacturing, electronics, semiconductors, distribution, and manufacturers’ representation.
Whether you lead a team, product line, department, or business unit, this book helps you connect product knowledge, people, and workflows so buyers can find, evaluate, and trust your company.
Sannah Vinding
Sannah’s career spans product development, product management, product marketing, and marketing leadership across manufacturing, electronics, and semiconductors. She has built marketing functions and international teams, leading work across positioning, pricing, product launches, demand generation, and sales enablement.
That experience shaped the Visible GTM System at the heart of this book. Through SV Advisory, she helps manufacturers connect what they know and build with how buyers discover, evaluate, and choose them.
She holds a master’s degree in mechanical engineering from the Technical University of Denmark. Alongside her professional work, she produces and hosts Leadership in Manufacturing, an independent industry podcast with 150+ episodes.
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