Tuesday 29 September 2026

Get the Context Right - The Language Between Everything

Context is the connective tissue of selling the why, what, and how, that a company generates about its own business, and that enablement carries to the field. Get it curated well and everything downstream works better: sellers ramp faster, messaging stays consistent, and the tools now working alongside them have something real to run on. Now the world is changing, AI lets teams generate research, insight, and messaging at real scale, but most of it is ephemeral — tied to one user, uncurated, and gone when the session ends. The same context that has always helped human sellers can now feeds the agents acting on their behalf, which means getting it right pays off twice. Ian Matthews, VP Revenue Strategy at Teradata, brings the Strategy and RevOps view as a complement to the conversation: business context is a shared asset rather than something each person builds. Context is the thing worth owning: it makes real sellers better and makes everything built alongside them better too.