About John Mitchell
I’m John Mitchell, founder of sellITbetter.
After years buying technology inside banks and large organisations — and later advising innovators selling into them — I saw the same challenge repeatedly: strong technology struggling to gain traction with complex enterprise buyers.
Not because the product wasn’t good enough.
But because enterprise organisations buy differently.
Sales motion, positioning, credibility, and commercial clarity all matter far more as deal sizes grow and buying becomes slower, risk-driven, and multi-stakeholder.
Through sellITbetter, I help technical innovators become enterprise-sales-ready — aligning positioning, go-to-market messaging, and commercial approach so their value resonates with complex buyers.
“I appreciate how you have moulded and coached us in how to present ourselves to the bank.”
Why Work With Me?
Before founding sellITbetter, I built and implemented technology solutions across virtually all financial services businesses and spent years on the buyer side, evaluating vendors, managing procurement, and selecting partners.
That buyer-side experience shapes everything I do today — practical insight focused on what actually moves enterprise deals forward.