Podcasts about b2b sales

In this today's segment, Dan Sperring, founder and CEO of Align ICP, breaks down a mistake most revenue leaders make when defining their ideal customer profile. The instinct is to chase the highest lifetime value customers, but those segments are often the hardest to win, the slowest to close, and the first to break when the market shifts. This clip focuses on how to balance three critical factors inside your ICP: lifetime value, ease of acquisition, and market health. Dan explains why ignoring any one of these creates pipeline risk, and how leaders can avoid over-rotating into segments that look great on paper but fail in execution. For leaders responsible for predictable growth, this is about making smarter tradeoffs, not just better targeting. Dan Sperring is the founder and CEO of AlignICP, a company focused on helping revenue teams align around high-value customer segments to drive predictable growth. He brings experience across customer success, revenue leadership, and scaling SaaS businesses through product-market and go-to-market alignment. Connect with Dan: AlignICP LinkedIn Books mentioned: The Innovator's Dilemma by Clayton M. Christensen The Innovator's Solution by Clayton M. Christensen and Michael E. Raynor Predictable Revenue by Aaron Ross and ​​Marylou Tyler  Amp It Up by Frank Slootman Tools and podcasts mentioned: clay.com zoominfo.com The Science of Scaling Podcast Listen to the full episode: Aligning Pipeline to Ideal Customer Profile with Dan Sperring Get the Force Management framework for aligning your ICP, sales motion, and customer lifecycle around high-value use cases and measurable business outcomes: The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Consumption pricing and AI adoption are forcing revenue teams to prove value faster, with less room to hide behind contracts, pilots, or broad technical promises. Seong Park, Senior Vice President of Customer Support and Services at Cursor, joins John Kaplan and John McMahon to examine how customer success has become a consultative, technical, and commercial function in modern go-to-market. The conversation explores why post-sale execution is now central to retention, how teams need to embed into customer workflows, what finance scrutiny means for consumption models, and why the fundamentals of pain, champions, outcomes, and evidence still matter in a market moving at unusual speed. Seong Park is the Senior Vice President of Customer Support and Services at Cursor. His background spans pre-sales, customer success, and go-to-market leadership across companies including MongoDB, ThoughtSpot, and now Cursor. Connect with Seong: LinkedIn Key takeaways from this episode:  00:00 – Seong Park's perspective on how pre-sales, open source SaaS, and customer success shaped his view of enterprise go-to-market. 02:26 – Why consumption models force revenue teams to re-earn the customer's business through usage and realized value. 08:00 – The value realization test every revenue leader should care about: what happens if the solution gets unplugged. 11:04 – Why workflow depth quietly becomes a moat in enterprise accounts. 18:04 – Why the real selling often starts after the customer signs. 23:50 – A look inside where Cursor is finding technical go-to-market talent, and what it takes to build that talent into customer-facing operators. 34:38 – Why finance scrutiny quietly changes the standard of proof for AI investments. 52:00 – The three things post-sale teams need to understand before value delivery can begin. Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

In this episode of CRO Spotlight, Warren Zenna sits down with MK Marsden, CEO of Sales-Sleuth, to diagnose the root causes of the modern B2B sales crisis. They explore how the shift toward cheap, automated mass communication has eroded buyer trust and forced buyers to rely on independent research. As buyers become increasingly overwhelmed by digital noise, revenue leaders must fundamentally rethink their outbound approaches.The conversation tackles the systemic issues created by misaligned software solutions and arbitrary key performance indicators. MK argues that treating complex sales relationships as a series of isolated events—measured by clicks, opens, and call volumes—has detached sellers from true relationship building. When finance teams and software engineers dictate sales metrics, organizations lose sight of genuine buyer satisfaction.To counteract this dysfunction, leaders need to empower their teams with deep insights before a conversation ever occurs. The discussion shifts toward leveraging advanced sales intelligence platforms that analyze public buyer signals, eliminating the need for cold discovery calls. By equipping sellers with accurate data regarding a prospect's technical environment and immediate needs, companies can level the playing field.Ultimately, restoring effectiveness in sales requires a commitment to long-term value over instant gratification. Warren and MK highlight the challenges newly appointed revenue leaders face when balancing immediate expectations against the time required to genuinely turn a strategy around. They conclude by discussing how measuring long-term impact and sustained trust is the only sustainable path forward for modern businesses.

Is AI Giving Buyers the Right Information About Your Company? For years, your website was the first place buyers went to learn about your business. Today, buyers are also asking AI tools like ChatGPT, Gemini, Copilot, and Perplexity questions about suppliers, products, services, and industry challenges before they ever contact a salesperson. In this episode of Grounding AI, Donna Peterson explores a question every business leader should be asking: When buyers ask AI about your company, is AI giving them the right answer? You'll learn: Why AI may now be your company's first impression How industrial buyers are using AI during research and supplier selection Questions every company should test across multiple AI platforms Why generic content hurts visibility in AI-generated answers How to identify gaps between your messaging and what AI understands A simple exercise to evaluate your company's AI presence Ways to improve how AI describes your brand over time Action Step - Open three AI tools and ask: What does our company do? What problems do we solve? What makes us different? What industries do we serve? Why would someone choose us? Compare the answers and identify opportunities to strengthen your messaging. About Grounding AI: Grounding AI is a podcast for business leaders navigating artificial intelligence in practical ways. Hosted by Donna Peterson, each episode focuses on helping organizations use AI responsibly while strengthening relationships, communication, and business growth. *** Reach out to dpeterson@worldinnovators.com if you'd like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams.*** Visit www.worldinnovators.com for more resources on building stronger marketing and leadership strategies.*** Subscribe to the Grounding AI podcast for weekly insights into marketing, leadership, and the future of AI.

In every sales appointment I have been a part of, the salesperson shows up and jumps into talking about their product and company. They completely skip over talking about me, the prospect. Not only is this very "all about me", but it is a missed opportunity to learn about the prospect and gather valuable information. We explain an alternative way to handle sales appointments in the full video here https://youtu.be/OkSG7ALmyRg?si=qVTcofcmfNKqjWC_ 

Brent Peterson sits down with Chet Silverman, aka Mr. eTail, the Director of Sponsorships at eTail. With 25 years in the e-commerce conference space, Chet shares stories from the early dot-com crash days, how he convinced Google to exhibit before they were a household name, and why conferences remain the best way to connect with retail executives in a post-COVID world. He also breaks down the current AI startup boom and predicts where the technology is heading.Chapters00:00 - Meet Mr. eTail: Chet's origin story and joining eTail after the dot-com bust01:05 - The evolution of e-commerce technology over 25 years01:59 - Cold-calling Google and convincing them to sponsor eTail Boston03:07 - The rise and fall of hot tech categories: CRM, mobile shopping, social commerce03:56 - Watching companies grow up at eTail, from startups to acquisitions05:12 - The AI explosion and why it will follow the mobile shopping pattern06:15 - Why companies should sponsor eTail and how COVID changed B2B sales07:23 - Quality vs. quantity: the 50/50 retailer-to-vendor ratio07:56 - Strategic timing: Palm Springs in February, Boston in August09:08 - eTail as a community and kicking off the e-commerce conference seasonKey TakeawayseTail maintains a rare 50/50 ratio of retailers to solution providersCOVID made conferences essential since decision-makers now work from homeAI will eventually become a standard feature from every retail tech vendor, not a standalone categoryeTail actively supports startups by offering free passes to help them enter the ecosystemPalm Springs kicks off the e-commerce season; Boston is the last stop before holiday lockdownGuest InfoChet Silverman - Director of Sponsorships, eTailKnown as Mr. eTail | 25 years in e-commerce eventsThis has been produced in cooperation with Content Cucumberhttps://www.contentcucumber.com/Follow Talk Commerce on your favorite platform:YouTube: https://www.youtube.com/@talkcommerceBluesky: https://bsky.app/profile/talkcommerce.bsky.socialApple Podcasts: https://podcasts.apple.com/us/podcast/talk-commerce/id1561204656Spotify: https://open.spotify.com/show/7Alx6N7ERrPEXIBb41FZ1nTwitter: @talkingcommerceLinkedIn: https://www.linkedin.com/company/talk-commerceFacebook: https://www.facebook.com/talkingcommerceWebsite: https://talk-commerce.com/

This is from our video on Deflect Sales Objections Back to the Prospect. In this video, we discuss how to deflect sales objections back to the prospect. Instead of trying to overcome the objection by talking more about your product and company, deflect the objection by asking a question. Not only does this keep conversations going, but it will also help you to learn more about the prospect. Watch the video here https://youtu.be/e07LrvbRTTc?si=VxO3QV3DlAovggu3

This is from our video on Cold Email Tip: Be Less "All About Me" Watch the video here https://youtu.be/iUSqloqw8lo?si=3FS4oiViDIwrBfyr

This is from our video on Improve Cold Calls By Focusing on the Prospect. Watch the video here https://youtu.be/3VOn4Jym9NQ?si=rJhhnfTiGjEsAxvI

Die meisten Verkäufer glauben, ihre Kunden zu kennen. Tun sie aber nicht. In dieser Folge erfährst du, warum Einkäufer nicht einfach nur billig einkaufen wollen, wie du in 10 Minuten starke Personas erstellst und weshalb unterschiedliche Entscheider völlig unterschiedlich ticken. „Unser Einkäufer will einfach nur den billigsten Preis.“ Wenn du das glaubst, hast du vermutlich schon Deals verloren, ohne zu verstehen warum. Denn die Wahrheit ist: Einkäufer, CEOs, CFOs oder Tech-Leads verfolgen völlig unterschiedliche Ziele, haben unterschiedliche Ängste, Denkweisen und Erwartungen an dich als Verkäufer. Und genau hier liegt einer der grössten Fehler im B2B-Sales:

Today's episode features Sahir Azam, Partner at Index Ventures and former Chief Product Officer at MongoDB, where he helped scale Atlas into a multi-billion-dollar platform. This conversation breaks down what actually separates top enterprise sellers, from intellectual curiosity to resource orchestration, and why those traits alone aren't enough without leadership building the right operating model around them. Sahir also explains how sales leaders create scale through enablement, accountability, and structured engagement, not just hiring more talent. For leaders trying to build repeatability in complex sales, this is a clear look at what it takes. Sahir Azam is a Partner at Index Ventures investing in AI infrastructure, and former Chief Product Officer at MongoDB where he led the Atlas transformation into a multi-billion-dollar platform. He brings a rare operator's perspective on building go-to-market discipline, scaling sales culture, and navigating the product-distribution balance that separates winners from founders who fail. Connect with Sahir: Index Ventures LinkedIn Get the Force Management framework for navigating product-go-to-market fit and building the sales discipline that separates scaling companies from those that fail: The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Revenue leaders are under increasing pressure to grow without adding headcount at the same rate, and AI is forcing a deeper conversation about productivity, consistency, governance, and organizational design. Alex Bilmes, CEO of Endgame, joins John Kaplan and John McMahon to discuss what his team learned from analyzing more than 30,000 real AI workflows across go-to-market teams. The conversation moves beyond tool adoption and into the harder leadership questions: how to create a centralized intelligence layer, how to prevent inconsistent messaging at scale, how RevOps must evolve, where AI can accelerate ramp and account coverage, and why human judgment becomes more important as automation gets better. Alex Bilmes is the CEO and founder of Endgame, a revenue intelligence platform built for go-to-market teams. His work focuses on helping revenue organizations centralize customer, methodology, and account knowledge so both humans and AI agents can operate from a consistent foundation. Connect with Alex: LinkedIn Key takeaways from this episode:  00:00 - A look inside what happens when AI agents move from task automation to managing real revenue workflows. 06:02 - Why agent sprawl quietly creates new execution risks for CROs trying to scale AI across the revenue organization. 09:09 - What leaders often overlook about the knowledge foundation required to keep humans and AI working from the same truth. 29:29 - Why RevOps has to evolve from fulfilling requests to building systems that change how revenue teams operate. 35:04 - What it really takes for AI to improve productivity beyond simple headcount reduction. 48:28 - The governance risk many revenue leaders underestimate when AI adoption moves faster than controls. 51:26 - Why human judgment becomes more important, not less, as AI takes on more of the sales workflow. Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

This is from our video on This Will Completely Change How You Sell. Watch the video here https://youtu.be/clWtIMDUVBA?si=SLNrx_0XRtjsdOLS

Fixing Revenue Growth with Tom Gersic With over 26 years in enterprise software and AI, Tom Gersic has led go-to-market strategy for some of tech's most complex deployments. This year he founded YouEx.ai — an AI-native platform designed to become the single destination for every lead a B2B sales team generates, turning pipeline chaos into revenue.Links:https://youex.ai/https://www.instagram.com/teg.312Tags:podcast for creatives,creative podcast,podcast creator interviews,professional podcast,creative podcasts,podcast host interviews,creative podcast ideas,Agentic Artificial Intelligence (AAI),Artificial Intelligence (AI),B2B Sales,Business Development,Entrepreneurial Mindset,Entrepreneurship,Founder,Internet Sales,Software as a Service (SaaS),StartupSupport PEG by checking out our Sponsors:Download and use Newsly for free now from www.newsly.me or from the link in the description, and use promo code “GHOST” and receive a 1-month free premium subscription.The best tool for getting podcast guests:https://podmatch.com/signup/phantomelectricghostSubscribe to our Instagram for exclusive content:https://www.instagram.com/expansive_sound_experiments/Subscribe to our YouTube https://youtube.com/@phantomelectricghost?si=rEyT56WQvDsAoRprRSShttps://anchor.fm/s/3b31908/podcast/rssSubstackhttps://substack.com/@phantomelectricghost?utm_source=edit-profile-page

What you'll learn in this episode: Why being “60% right and 40% wrong” can still destroy a business The biggest mistake founders make during customer development Why product-market fit exists on a spectrum—not as a yes/no answer The customer development funnel that creates referrals naturally How to know when your product is ready to scale The danger of building based on your own assumptions instead of customer pain Why entrepreneurs struggle to balance confidence with humility The exact questions to ask customers before investing in growth How Uber Eats generated 33x stronger sales results than average clients Why slowing down can actually help you grow faster About Collin Stewart Founder, CEO, podcast host & failed musician How can he help you? Bootstrapped PR to millions in revenue Built a revenue team to 11 Grew 3 companies from $0–$1M as the only sales hire Hosts a podcast with 120+ episodes Nailed product-market fit but whiffed on building it (and learned a tonne from it) Connect with Collin Stewart: Predictable Revenue Founder's Edition The Terrifying Art Collin Stewart LinkedIn Predictable Revenue Podcast

Reengineering the Revenue Engine: Scaling Sales Leadership with Greg GrandIn a recent episode of The Thoughtful Entrepreneur Podcast, host Josh Elledge sat down with Greg Grand, the Founder and CEO of G Squared Advisors, to dismantle the operational inefficiencies plaguing modern sales organizations. Greg, an electrical engineer turned revenue architect who has built $200M sales teams for giants like Google and Apple, shares his expert perspective on why traditional sales management playbooks are collapsing in the digital age. This conversation serves as a data-driven masterclass for founders, fractional leaders, and executives looking to future-proof their pipelines by integrating advanced AI workflows, establishing strict tech governance, and maintaining the irreplaceable human element of high-ticket B2B sales.The Augmented Enterprise: Architecting the Future of B2B Sales through AI GovernanceThe current corporate directive to roll out an artificial intelligence strategy has left many sales leaders paralyzed, resulting in a dangerous disconnect where over 75% of organizations acknowledge the need for a tech-forward playbook but fewer than 10% successfully execute one. Greg Grand explains that this adoption gap stems from an initial failure in leadership philosophy; companies routinely make the mistake of chasing the trendiest software tools rather than mapping their existing sales processes to identify true operational bottlenecks. When executive teams fail to take ownership of technological integration, sales forces organically slide into "shadow AI"—a high-risk environment where individual contributors deploy unauthorized apps that leak proprietary data and fracture client messaging. True scale is achieved only when leadership builds a standardized, vetted suite of AI tools that act as strategic coworkers, taking over administrative tasks like prospect data compilation, first-draft content creation, and meeting preparation.By automating the time-consuming administrative debt that typically consumes a sales rep's day, an organization can radically reallocate its human capital toward real-time relationship building and strategic accounts. For instance, rather than forcing a representative to lose hours digging through LinkedIn profiles and recent financial statements before a pitch, customized AI workflows can instantly analyze prospect data to generate hyper-personalized agendas and predictive objection-handling guides. This shift moves AI out of the realm of basic data automation and into a role of strategic empowerment, even facilitating continuous internal coaching through automated sales simulations and role-play modules. Frontline reps can safely test their pitch mechanics against sophisticated digital personas, sharpening their communication skills in a controlled environment long before entering high-stakes client negotiations.Transitioning into an AI-forward organization also creates unique authority-building opportunities for executive leaders looking to capture market share through strategic earned media. Greg notes that while software optimizes internal pipelines, external growth requires thought leadership initiatives—such as intentional podcast guesting—to plant long-term authority seeds that attract high-quality inbound leads over months and years. However, much like corporate technology stacks, media outreach demands rigorous filtering; leaders must look past clunky, unverified matching databases and focus strictly on high-quality programs where their direct industry peers are actively contributing. When automated operational efficiency is paired with an authoritative, human-centric media strategy, small and medium-sized businesses can successfully strip away the operational friction that stalls growth, allowing the executive team to eventually exit tactical operations entirely.About Greg GrandGreg Grand is the Founder and CEO of G Squared Advisors and a veteran revenue strategist with an extensive background in electrical engineering and high-tech manufacturing sales. Having engineered multi-million dollar business lines for global enterprises, Greg now serves as a fractional Chief Revenue Officer (CRO) and consultant for small-to-mid-sized companies. He is the creator of the AI Sales Leader program, a specialized training ecosystem that helps modern corporate leaders combine structured execution frameworks with artificial intelligence to scale revenue.About G Squared AdvisorsG Squared Advisors is an elite strategic advisory firm that specializes in sales training, operational process engineering, and fractional sales leadership for mid-market businesses. The firm bridges the infrastructure gap facing rapidly growing sales teams by providing custom playbooks for account expansion, new business acquisition, and advanced technology adoption. Through their comprehensive corporate training programs, G Squared Advisors helps organizations build high-performing, self-sustaining sales engines that drive predictable enterprise valuation.Links Mentioned in This EpisodeG Squared Advisors Official Website: gsquaredadvisors.comGreg Grand on LinkedIn: linkedin.com/in/greggrandKey Episode HighlightsThe Process-First Mandate: Why successful AI integration requires mapping human sales workflows and identifying bottlenecks before purchasing software licenses.The Shadow AI Security Risk: Navigating the hidden liabilities of employee tool sprawl and establishing strong data governance with your legal team.AI as a Strategic Coworker: Utilizing tailored automation for real-time prospect research, messaging drafts, and instant presentation assembly.Automated Sales Role-Play: Leveraging artificial intelligence to simulate complex client objections and scale training across the frontline team.High-Value Media Authority: Shunning unverified pitching platforms to focus on high-quality podcast appearances that build long-term industry credibility.ConclusionThe conversation with Greg Grand highlights that artificial intelligence is not a threat to the human sales professional, but rather the ultimate vehicle for liberating their strategic capacity. By building a robust corporate framework around data governance and automated preparation, leaders can ensure their teams spend less time handling administrative tasks and more time securing high-value client relationships.More from The Thoughtful Entrepreneur

On this episode of Noob School, I sit down with Jean-Michel Moreau — entrepreneur, growth strategist, and host of the Rapid Product Growth podcast — to talk about what actually helps businesses scale sustainably. Jean-Michel's background is anything but typical. Starting in device physics and the Bay Area startup world, he eventually led global tech commercialization efforts for billion-dollar companies before shifting his focus to helping mid-market businesses grow through smarter sales systems, technology, and marketing strategy. In this conversation, we break down why so many businesses fail with paid ads, the massive difference between marketing and advertising, and why understanding real customer pain points matters more than building “brand awareness.” Jean-Michel also explains: Why “foot in the door” offers dramatically shorten sales cycles How SaaS and consulting businesses can scale more predictably Why Meta ads can outperform LinkedIn for B2B growth The metrics he looks for before taking on a client Why founder mindset is often the biggest growth bottleneck How companies can identify the fastest path to sustainable growth This episode is packed with practical advice for entrepreneurs, founders, consultants, and business owners who want to grow intelligently instead of just spending more money on marketing. Subscribe to Noob School for conversations with entrepreneurs, operators, athletes, and leaders who've learned what works through real experience.

In this episode of Noob School, I sit down with Jay Jackson—a former Major League pitcher who spent nearly two decades grinding it out across the MLB, minor leagues, and international baseball circuits. Jay's story isn't just about baseball—it's about resilience. From getting drafted later than expected to navigating the ups and downs of a global career that took him from the U.S. to Japan, Mexico, and beyond, he learned how to stay grounded, positive, and focused when most people would've quit. Over a 17+ year professional career, he played for multiple MLB organizations and built a reputation not just for performance—but for mindset. We talk about what it really takes to last that long in a high-pressure environment—and why success has less to do with talent and more to do with discipline, intentionality, and the people you surround yourself with. Jay also shares the philosophy behind his book, 9 Innings to Living Your Best Life—a framework for living with purpose, maintaining a positive mindset, and leading both on and off the field. The book breaks life into “innings,” each focused on habits like gratitude, accountability, and mental toughness. We get into: Why adversity is your biggest advantage (if you let it be) The power of starting your day with intention How elite performers stay mentally locked in Why “being where your feet are” might be the most important skill you can build The role of mentorship in long-term success Jay is now transitioning into his next chapter—focusing on coaching, mentorship, and helping the next generation develop both as athletes and as people. If you're trying to build something, lead a team, or just get better every day, this conversation will hit home.

25. That's the number of consecutive Presidents Clubs Lucy Williams-Jones has qualified for. Across some of the greatest companies in our industry, BMC, MongoDB, Datadog and now Astronomer, Lucy has built one of the most consistent and decorated careers in enterprise sales. In this episode, Andy Whyte sits down with Lucy to unpack what separates a lucky career from a legendary one. From the impact of AI on modern selling to the growing complexity of buying committees, Economic Buyer engagement and what it really takes to build a champion, this is a masterclass in consistency. You'll learn: ✅ Why AI is making salespeople lazy and what the best sellers do differently ✅ How buying committees have grown from 1-2 people to 10-15 and what that means for how you sell ✅ Why your Economic Buyer should be your champion and how to get there early ✅ The traits that separate A Players from the rest ✅ How to use MEDDPICC as a personal framework, even when job hunting ✅ Why you can't build a champion on WhatsApp 

This is from our video B2B Cold Call Example: What to Not Do. Watch the video here https://youtu.be/NisMWcFkyY0?si=bMc6jKpM1-4ZzvoN

How can HR leaders learn to sell without selling?Why should every HR leader think of themselves as a salesperson?My guest on this episode is Brendan McAdams, B2B Sales Coach & Consultant and author of ‘Sales Craft'During our conversation Brendan and I discuss the following: Why every HR leader is already in sales, whether they call it that or notHow sales is really the work of helping someone make a better decision that is right for themWhy status quo is often the strongest competitor to any HR initiative, and what to do about it.How surfacing objections out loud ("killing the deal") builds trust and accelerates real buy-inWhy "if we do this, who loses?" is one of the most useful questions an HR leader can askConnecting with Brendan: Connect with Brendan on LinkedInLearn more about Brendan's company KiineticsDownload Brendan's Stakeholder Meeting Prep Worksheet Episode Sponsor: Next-Gen HR Accelerator - Learn more about this best-in-class leadership development program for next-gen HR leadersHR Leader's Blueprint - 18 pages of real-world advice from 100+ HR thought leaders. Simple, actionable, and proven strategies to advance your career.Succession Planning Playbook: In this focused 1-page resource, I cut through the noise to give you the vital elements that define what “great” succession planning looks like.

This week's throwback episode guest studied Sociology, Cultural Relations and Global Politics at University of Montana before taking the jump into B2B Sales and Marketing where she has spent most of her career. She has been a Sales Director, Head of Sales, Employee #1 to CRO all leading up to the work she does now as the Founder of Sales-Led GTM Agency. At Sales-Led GTM Agency, she focuses on building the outbound sales strategy, processes & skill sets your sales-led organization needs to thrive, and provides B2B Sales Training & GTM Consulting for B2B SaaS & Service orgs between 15 - 50 M in annual revenue. Last time we spoke, she just left corporate, but since then has been building in public, and now we are 2 years in and will be talking about her journey today! Please join me in welcoming Leslie Venetz to The 20% Podcast. In this week's episode, we discussed:Trusting Your Gut Why Become An EntrepreneurA New Wave of EntrepreneursGet Clear On WorkGetting Specific With Your AsksMuch MorePlease enjoy this week's episode with Leslie VenetzI am now in the early stages of writing my first book! It will cover my journey into sales, the lessons learned, and include stories and advice from top sales professionals around the world. I'm excited to share these interviews and bring you along on this journey!Like the show? Subscribe to the email: Subscribe HereI want your feedback! Reach out at 20percentpodcastquestions@gmail.com or connect with me on LinkedIn.If you know anyone who would benefit from this show, please share it! If you have suggestions for guests, let me know!Enjoy the show!

In this segment, Marcy Stoudt, Founder of Revel Companies, breaks down how AI is changing one of the most important responsibilities in sales leadership: coaching. This conversation focuses on a simple but critical shift. For years, managers struggled to observe real customer interactions and give meaningful feedback at scale. With AI, that constraint is gone. At the same time, leaders are dealing with constant meetings and cognitive overload. Marcy explains how top operators are using AI not just to increase productivity, but to create space to think, coach, and lead more effectively. For CROs and frontline managers, this raises the standard. The tools are here. The question is how you use them. Marcy Stoudt is Founder of Revel Companies, where she advises revenue leaders on AI adoption, talent strategy, and organizational alignment. With deep experience in executive recruiting and sales leadership, she helps organizations shift from treating AI as a technology decision to embedding it into how work gets done across teams. Connect with Marcy:  LinkedIn Website Get the Force Management framework for building and scaling predictable pipeline and revenue systems, with a focus on execution, alignment, and repeatability:  The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Pipeline generation breaks down when sales organizations rely on individual performance instead of building controlled, repeatable systems. In this episode, Greg Casale shares how his background in engineering shaped a system-first approach to sales, applying principles of process control, data capture, and structured training to reduce variability and improve consistency. The conversation explores why outbound phone remains a critical channel despite its difficulty, how over-automation has saturated the market and reduced conversion rates, and where AI fits as a tool to strengthen preparation and execution without replacing human interaction.  Greg Casale is the Founder and CEO of Reveneer Inc., where he leads a system-driven approach to outbound pipeline generation through embedded SDR teams. He began his career as a chemical engineer and brings a manufacturing and process control mindset to building repeatable, data-driven sales operations. Connect with Greg: LinkedIn Resources mentioned: Hyperbound TitanX Key takeaways from this episode:  03:00 – Why many CROs over-index on hiring instead of addressing the system driving performance 33:30 – What it really takes to build an outbound channel competitors can't easily replicate 49:00 – Why leaders risk losing differentiation when AI replaces human-driven sales behavior 01:00:00 – A look inside how top SDRs control conversations in the first 30 seconds of a cold call 09:33 – The mistake many CROs make when relying on fractional SDR models for pipeline generation 01:07:24 – Why cutting SDR capacity during downturns quietly weakens your ability to recover 18:11 – What leaders often overlook when measuring SDR success beyond meeting volume Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

This is from our video on How to Be a Good Closer in Sales: Easy and Practical Tips. Watch the video here https://youtu.be/DHDE3SoK1cA

Strategic accounts expose where most sales approaches break down, especially when technical capability fails to connect to enterprise-wide value. In this replay segment, Jane Thompson unpacks what it actually takes to navigate complex, multi-division organizations, from building aligned champions to translating solutions into outcomes that matter at the board level. The conversation highlights why intellectual curiosity, multi-threaded engagement, and disciplined account mapping remain non-negotiable for sellers operating at the highest level. Jane Thompson is a sales leader at BigPanda with deep experience selling into complex, multi-division enterprise accounts and building high-impact strategic sales motions. Connect with Jane: LinkedIn Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

AI is shifting from model development to real-world usage, exposing a new bottleneck that most sales teams are not prepared to understand or sell against. As inference speed, memory bandwidth, and infrastructure become the true differentiators, traditional software playbooks begin to break down. Alex Varel joins John Kaplan and John McMahon to unpack what it takes to sell in this new environment, where technical depth, curiosity, and adaptability are no longer optional. The conversation explores how AI is reshaping productivity, why ICPs must evolve weekly, and how elite sellers distinguish themselves by orchestrating value across increasingly complex buying groups. Alex Varel is EVP of Worldwide Sales at Cerebras Systems, where he leads global go-to-market efforts at the forefront of AI infrastructure. He has built and scaled high-performing teams across MongoDB, Zscaler, and Multiverse, driving growth through IPO, hyper-scale expansion, and emerging technology shifts. Connect with Alex: LinkedIn Resources mentioned: "The Power of Myth" by Joseph Campbell "AI Superpowers" by Kai-Fu Lee “Leonardo da Vinci” by Walter Isaacson "No Country for Old Men" by Cormac McCarthy "The Road" by Cormac McCarthy “The Founders: The Story of Paypal and the Entrepreneurs Who Shaped Silicon Valley” by Jimmy Soni Key takeaways from this episode: 00:00 – A look inside what it really takes to rethink computing architecture when speed, not scale, becomes the constraint 13:09 – Why many leaders underestimate how the shift from training to inference is redefining where competitive advantage actually lives 25:27 – The mistake many CROs make when applying legacy software playbooks to markets that require constant recalibration 21:33 – What it really takes to turn AI from a concept into a daily productivity multiplier inside a revenue organization 31:34 – Why most sales organizations quietly accept a broken productivity model and what changes when that assumption is challenged 34:26 – A look inside the evolving role of the AE as a multi-dimensional operator across technical, business, and interpersonal domains 49:41 – Why treating ICP as a static exercise leads to missed growth opportunities in markets that are shifting in real time Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

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Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

Today, a segment from our episode on pipeline generation and building a repeatable revenue system with Christopher Vik, VP EMEA at Samsara and former CRO at Leapwork. In this clip, Chris breaks down why most pipeline generation efforts fail before they even start. He explains how preparation drives conviction, why reps avoid pipeline when they lack insight, and what leaders must do to build a culture where execution actually sticks. If you're trying to improve pipeline performance or develop more effective sellers, this is a perspective worth revisiting. Chris Vik is VP EMEA at Samsara and a former CRO at Leapwork and Go Autonomous, where he scaled go-to-market teams across new markets and high-growth environments. He is known for building structured revenue systems that connect pipeline generation, sales execution, and recruiting. Resources mentioned: Flip the Script by Oren Klaff Pitch Anything by Oren Klaff Get the Force Management framework for building and scaling predictable pipeline and revenue systems:  The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Sales isn't about persuasion, and that misunderstanding is what keeps most founders stuck. In this episode of FOMO Sapiens, Patrick talks with Rob Snyder, a serial B2B founder, Harvard Business School alum, and venture partner, to break down what actually drives revenue in zero-to-one startups. Rob shares how two years of brutal rejection forced him to unlearn everything business school taught him about sales, and how discovering real demand (instead of trying to create it) unlocked rapid growth. Together, they unpack why founders over-invest in product and pitch decks, why customers don't want to be convinced, and how the best sales conversations feel effortless. If you've ever built something you believed in, only to find no one buying, this episode will fundamentally change how you think about sales, demand, and product-market fit. Learn more about your ad choices. Visit megaphone.fm/adchoices

Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

How do you earn trust and drive sales success today? In this episode of Predictable B2B Success, Rory reunites with Scott Roy, co-founder of Whitten & Roy Partnership, to explore actionable strategies for building authentic relationships and empowering sales teams. The episode delves into Roy's discipline, mindset, and childhood influences, emphasizing why genuine care, active listening, and vulnerability are not just soft skills but essential tools for achieving measurable sales performance and driving organizational transformation. If you want practical guidance on building lasting business relationships, inspiring executive growth, and leveraging the human side of sales, this episode is for you. Scott Roy goes beyond strategy, sharing science-backed insights and real stories from London boardrooms to rural Africa to help you build trust and spark transformation. Whether you lead teams, manage sales pipelines, or want proven methods to strengthen business trust, you'll find clear, actionable lessons throughout the conversation. Let's dive in. Some topics we explore in this episode include: Establishing Trust and Credibility: How Scott Roy and his partner built credibility for their new consulting business, focusing on referrals and reputation .DQ (Decision Intelligence) Selling Method: A consultative, listening-first approach to identifying and solving client problems.Centrality of Trust in Business Relationships: Why authentic curiosity and care underpin lasting client trust.Vulnerability and Authenticity in Sales: The role of sharing personal stories and being genuine with clients.Personal Growth and Overcoming Limitations: Connecting childhood experiences to limiting beliefs and the importance of "rewiring" for sales success.Coaching Executives Through Blind Spots: Private, trust-based coaching methods for organizational leaders.Deep Listening and Asking Insightful Questions: Using active listening and expert questioning to uncover client needs.Purpose and Meaning in Sales: Helping salespeople identify personal and professional purpose, not just chase numbers.The Role of Sales Managers: Importance of regular check-ins and supporting salesperson growth.Legacy and Mission: Scott Roy's goal is to change global sales culture and promote ethical, decision-based selling.And much, much more…

Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

Preparation does not become less important as sellers gain experience. It becomes more visible as a differentiator. In this replay segment with John Rowell, he breaks down of how disciplined pre-call preparation sharpens positioning, turns cold outreach into meaningful engagement, and allows reps to stay fully present in the moment. The conversation highlights why preparation is not just about information gathering, but about earning credibility, accelerating sales cycles, and creating the conditions for authentic customer conversations. John Rowell is the Co-Founder of Pinned Golf and a former enterprise sales leader with experience at EMC and Lacework. He brings a practitioner's perspective on applying enterprise sales discipline to startup growth. Connect with John: LinkedIn Pinned Golf Website Resources mentioned: Pin Golf's Caddie GPS Tablet Catch the full conversation, here:  Pinned Golf: Making the Shift from Sales to Entrepreneurship Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

April is buzzing with opportunity! Companies are hiring more external suppliers than ever, thanks to rising costs for permanent staff and a shifting economy. But here's the catch - decision makers are changing how they search for experts. It's all about referrals and real expertise, not just flashy marketing or big followings.  External suppliers are in high demand due to increased costs of hiring permanent staff, particularly in the UK, Central Europe, and America. Companies are scaling with interim, freelance, or project-based resources rather than permanent hires. The biggest trend change in Q1: decision makers are shifting how they look for suppliers due to an influx of unqualified or marketing-savvy but under-skilled entrants into the B2B market. This is impacting how companies find and select external experts. Recommendations and referrals remain the primary method for organisations to find suppliers, which presents challenges for those new to the corporate market. If you're not already known or top-of-mind with decision makers, you're less likely to get referrals, emphasising the importance of strategic business development over content creation. We'll also explore the challenges posed by an influx of unqualified suppliers and strong marketers, and how that's reshaping corporate buying behavior. If you're aiming to land corporate clients without relying on cold outreach or a big following, stay tuned for practical advice and an invitation to a game-changing masterclass that promises to help you navigate these new opportunities. Key Topics Data-Driven Insights for Entrepreneurs Instead of looking at just a few sales calls, this episode analyses thousands of data points - from finding leads to closing deals. This gives entrepreneurs a proven, data-backed plan for growth that actually works in today's market. The Importance of Sales Strategy vs. Marketing Activity Don't mistake marketing for sales. While many business owners spend their time on content creation and social media, these activities have a limited impact in the B2B space. If you want to land corporate clients, you need to move beyond general marketing and build a specific sales strategy designed to close deals. Market Trends: External Suppliers in Demand Companies are shifting away from permanent hiring. Due to the high cost of recruitment and a shaky job market, businesses in the UK and abroad are now scaling up using external suppliers and freelancers. For independent consultants, this is a huge opportunity: organisations are actively seeking outside experts to fill the gaps and have the budget to pay for it.   Shift in How Companies Search for Suppliers A major trend from the start of the year is that corporate bosses are becoming much more cautious about who they hire. Because the market is flooded with 'influencers' who have big social media followings but little experience, companies are now more skeptical. While these famous names grab attention, they often take spots away from more qualified experts who simply aren't as well-known. We expect to see more of these 'influencers' moving into the business world as they look for new ways to make money.  Key Takeaways Focus on relationship-driven sales strategies and lead generation, not just content and marketing activity. Emphasise your genuine expertise and track record; companies are looking for proven external suppliers. Prepare for unpredictability in referrals and be proactive in building visibility with your target corporate clients. Leverage upcoming resources like the masterclass to stay at the forefront of industry shifts. Avoid quick-win trends and resist lowering your prices just to compete with newcomers - quality wins in corporate sales. If you're serious about landing consistent corporate clients, focus on genuine lead generation and proven skills. Stop racing to the bottom and start standing out where it counts. Want to know how?  Sign up for my masterclass on 'How to Get in Front of Corporate Clients Without Cold Outreach or Having a Big Following.' The session is based on the latest data and will help you develop lead-generation strategies that work in the current environment.  Spaces are limited - secure your place by clicking the link in the show notes now! Key Resources Mentioned in this Episode: Click below to register for the 'How to get in front of corporate clients without cold outreach or a big following' webinar on Friday 24th April at 12 Noon. https://my.demio.com/ref/OP47ZXbEtzvVOlWq Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL% Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus. If you've enjoyed listening to XXXX check out these episodes.     Content Disclaimer The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.  

Welcome back to Noob School! Today, I'm joined by a very special guest and a longtime friend of the show, Amy Brusky. Amy is the President of Kolbe Corp, and the work her company does is a huge reason reason I was able to grow a tiny company into a massive success.  Years ago, I was a young sales manager struggling to get my team to make cold calls. A consultant named Bill Lee introduced me to the Kolbe Index, and it completely changed my life. It taught me how to stop whining about my team's performance and start hiring the right kind of people for the job.  In this episode, Amy and I dive deep into why understanding your "doing" mind—your instinctive strengths—is the secret to finding what her stepmother and Kolbe founder Kathy Kolbe called "the freedom to be yourself".  What we're talking about in this episode:  The Three Parts of the Mind: Why your personality and intelligence only tell half the story, and why your instinctive way of taking action is the missing piece to your success.  Building Your Hiring Avatar: I share my personal "recipe" for hiring, from the local "beer test" to making sure their Kolbe numbers match the role before I even meet them.  Sales Strengths vs. Role Requirements: We discuss why some people are built for high-pressure cold calling while others, like a guy I once hired with high Factfinder numbers, are the only ones who can close a $25 million government deal that takes two years to finish.  Permission to "Procrastinate": If you're like me and do your best work at the eleventh hour, Amy explains why that's actually "active procrastination" and how to work with that energy instead of feeling guilty.  Career Wisdom for Your 20s: My advice to young professionals: stop trying to just "get a job" and start figuring out where you add the most value with the least amount of friction.  If you're a leader trying to get your team right, or if you're just starting out and want to find a career where the day "flies by," you don't want to miss this conversation.  Take the Kolbe A Index: kolbe.com  Connect with Noob School: Don't forget to Like and Subscribe so we can keep bringing you these insights to help you reach your full potential!

In this episode of The Inquisitor Podcast, Marcus Cauchi and Ryan Burman discuss procurement in B2B sales, buyer psychology, total cost of ownership, and how sales teams can build trust with procurement instead of fighting it. The discussion reframes procurement as a risk management function rather than a price cutting function. Ryan explains that successful sales teams focus less on persuasion and more on aligning with how procurement evaluates suppliers, especially around risk, reliability, and total cost of ownership. This episode is relevant for sales leaders, account executives, and commercial teams working in complex B2B sales environments where procurement plays a key role in decision making. Key Topics Covered * Procurement in B2B sales and how it influences buying decisions * Buyer psychology and how procurement evaluates supplier risk * Total cost of ownership (TCO) vs ROI in procurement decisions * Sales and procurement alignment in enterprise and mid-market deals * How to build trust with procurement teams in B2B selling * Why co-creation improves sales outcomes compared to traditional pitching * Common sales mistakes when dealing with procurement teams * How procurement manages risk, continuity, and supplier reliability Key Takeaways Procurement is focused on risk management Procurement teams prioritise reducing operational and commercial risk, not just lowering costs. Buyer decision making is driven by risk Suppliers are evaluated on whether they reduce uncertainty or introduce it. Total cost of ownership matters more than ROI Procurement considers long-term costs including quality, supply chain stability, and maintenance. Co-creation improves sales success Building solutions with procurement leads to stronger alignment and higher win rates. Trust is the deciding factor Buyers prioritise predictability and reduced internal risk over lowest price. Key Insight for Sales Teams In B2B sales, every deal must satisfy three buyer needs: * Functional, does the solution work * Social, how it impacts internal stakeholders * Emotional, whether it reduces personal and career risk   Ryan Burman is the founder of Pitch to Procure and creator of the First to Pitch methodology. He helps sales and procurement teams improve alignment, negotiation outcomes, and supplier relationships in complex B2B sales environments. Key Quote “The first transaction is not the win. The first transaction is the test of trust. Pass that test and even if you don't get a deal, you can get a customer for life.” Marcus Cauchi   Ryan Berman | LinkedIn Marcus Cauchi | LinkedIn

Most companies don't fail because of product, they fail because they never build a clear, repeatable sales system around a problem that actually matters. That shows up early when founders delegate sales too soon, chase broad markets without focus, and struggle to translate technical insight into customer urgency. In this conversation, Lou Shipley brings a career spanning door-to-door selling to leading and teaching at Harvard to break down what separates companies that scale from those that stall. He introduces frameworks like the “problem with the problem” and the “murder board,” while reinforcing a consistent theme: sales is not a downstream function, it is the organizing discipline of the business. For leaders trying to build a high-performance culture or evaluate their next move, this conversation clarifies what to look for and what to avoid. Lou Shipley is a three-time CEO, Harvard Business School professor, and author of Unlikely Entrepreneurs. He has led multiple startups and previously taught sales at MIT. Connect with Lou:  LinkedIn Website Resources mentioned: Unlikely Entrepreneurs: Wins, Losses, and Crucial Lessons on Building Great Companies by N. Louis Shipley and Patricia Favreau Key takeaways from this episode: 00:00 – How Lou Shipley built his sales foundation on 100% commission 06:00 – The 30-second mistake sellers keep making and how it kills deals early 10:33 – Why Lou Shipley believes emotional connection to the problem changes everything 25:55 – Why founders who delegate sales too early almost always get it wrong 33:33 – A behind-the-scenes look at how great teams pressure-test their strategy before the market does 40:22 – The three questions that instantly expose whether a company is worth joining 44:25 – Why narrowing your ICP is the fastest path to real revenue growth, not a limitation 58:33 – The real reason most companies fail before they ever scale Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Closed Loop Sales Strategy: Why Most B2B Teams Are Getting It WrongMost B2B teams are still chasing meetings, pipeline, and MQLs—without ever understanding if a buyer is actually ready to buy.In this episode, we join Kieran Longhurst to break down the Closed Circuit Selling Strategy —why traditional sales models are failing, and how to fix them.We unpack how sales should really work, why booking meetings is the wrong goal, and how cataloguing your market creates a feedback loop across marketing, sales, product, and leadership.This isn't about selling harder. It's about building a system that aligns with how buyers actually make decisions.Tune in and learn:Why focusing on “meetings booked” is killing your pipelineHow to use sales conversations as real market intelligenceThe exact method to sell on your buyer's timelineIf you're a B2B marketer or revenue leader trying to drive real pipeline—not just activity—this episode will completely change how you think about sales.SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybook SUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/ GET the latest CONTENT: https://theb2bplaybook.com/00:00 Why Most B2B Sales Strategies Are Broken 01:00 The 95% Problem: Why You're Only Talking to Buyers 02:00 The Real Sales Mindset (That No One Teaches) 03:00 Why “Sell Me This Pen” Is the Wrong Model 05:00 Architecture vs Tactics: The Core Shift 07:00 Why Relationship Building Is Misunderstood 09:00 What Sales Actually Is (And Why Most Get It Wrong) 11:00 The Hidden Cost of Booking Bad Meetings 13:00 The Cataloguing Method Explained 15:00 Why Most Sales Teams Waste 90% of Their Effort 18:00 How to Use Sales as Real Market Research 20:00 The Feedback Loop That Fixes Marketing 23:00 Why Founders Forget How They Originally Sold 27:00 The Death of the “Scale Fast” Sales Model 30:00 Human Selling vs Automated Outreach 33:00 How to Actually Get Buyers to Share Information 38:00 Real Examples: Closing Enterprise Deals with LinkedIn 45:00 Why MQLs Destroy Marketing Teams 50:00 The Smartest Prospecting Tactic We've Seen 55:00 AI, Search, and the Future of Sales 59:00 Final Takeaways: Rapport Over Relationships

In this conversation with Dan Rundle, we talk about what human-centered AI actually looks like inside a business. Dan shares his journey from early employee to CEO, why technology should strengthen people instead of sidelining them, and what separates leaders people want to follow from those they quietly leave. This episode isn't about chasing tools. It's about clarity, consistency, and using technology to improve the human experience — for employees and customers alike. If you believe AI should make teams better (not smaller), this one's worth your time.In this conversation with Dan Rundle, we talk about what human-centered AI actually looks like inside a business. Dan shares his journey from early employee to CEO, why technology should strengthen people instead of sidelining them, and what separates leaders people want to follow from those they quietly leave. This episode isn't about chasing tools. It's about clarity, consistency, and using technology to improve the human experience — for employees and customers alike. If you believe AI should make teams better (not smaller), this one's worth your time.

Today, we're revisiting a segment from our episode on selling enterprise software and connecting technical capabilities to business outcomes with John Donnelly. John is a seasoned enterprise sales leader with deep experience scaling complex sales motions across organizations like MobileIron and Kana. In this clip, he breaks down why so many sellers default to features, where discovery goes wrong, and how the best reps connect technical differentiation to real business impact to win complex deals. John Donnelly is a seasoned enterprise sales leader and CRO with a track record of scaling high-growth organizations through IPOs and acquisitions, known for helping teams translate technical capabilities into measurable business outcomes. Connect with John: LinkedIn Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Most B2B sales pipelines don't fail because of weak leads.They fail because sales teams qualify the wrong opportunities too late.In this episode, we break down the exact sales qualification framework top closers use to identify real buyers early, avoid pipeline inflation, and run stronger discovery conversations without chasing deals that never close.You'll learn how experienced revenue teams separate interest from intent, spot red flags faster, and build a smaller but higher-quality pipeline that converts consistently.Inside this episode:• why a full calendar does NOT mean a healthy pipeline• the red flags that signal a weak sales opportunity early• the green flags that indicate real buyer intent• how to structure better discovery conversations• why timeline, budget, and stakeholders change qualification outcomes• how top closers confidently disqualify the wrong prospects• how emotional detachment improves sales performance⭐ Unlock free resources (templates, frameworks & prompts):https://coachpilot.beehiiv.com/Join the community & access 157+ templates, frameworks and mega AI prompts used by top revenue teams.Watch Full Episode on YouTube:https://www.youtube.com/@revenueleadersFollow us:https://www.instagram.com/davidfastuca/

Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

Today, we're revisiting a segment from our episode on Product-Led Growth and modern sales playbooks with Dan Fougere. Dan is the former Chief Revenue Officer at Datadog and former Head of Global Sales at Medallia, now advising high-growth startups. In this clip, Dan breaks down why traditional sales playbooks fail in PLG environments, and how leaders need to shift toward usage-based signals and first principles thinking. He explains how buyer engagement now starts inside the product, what those signals actually look like, and how sales teams should adapt their timing, messaging, and motion accordingly. Dan Fougere is the former Chief Revenue Officer at Datadog and former Head of Global Sales at Medallia, now advising high-growth companies on scaling modern revenue models. Connect with Dan: LinkedIn Get the Force Management framework for building sales motions that align to how modern buyers evaluate and adopt products: The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

Andy Hedrick, Founder and CEO of Green Path Tech, joins Sales POP! to unpack the 2V2R Rapid Sales Growth System — a proven B2B framework built on one principle: Value and Verified Results must outweigh Risks and Resistors in every deal. Andy covers proof-of-concept selling, fractional resourcing, and using AI without losing buyer trust — drawing on 250+ projects and $500M+ in revenue growth. Learn more at https://greenpathtech.com/.

Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

Here is a FAQ Video on the Courses: https://youtu.be/0F7imrzjXWs Here is a deep dive into which course is best for you: https://youtu.be/JM_jgS8M-iU https://www.b2bRevenue.com - Get Your Free E-Book on How Companies make Decisions. FAQ: 1 YEAR ACCESS, PAY MONTHLY OR ANNUALLY NOT A SUBSCRIPTION OFFICE HOURS EVERY  OTHER WEEK VIA ZOOM. 1 HOUR GROUP Q&A. UNLIMITED 1-ON-1'S  ARE FREE AS LONG AS THEY CAN BE SHARED IN THE COURSE. 1-ON-1 ARE FULL ACCESS ON DAY ONE - NOTHING IS GATED OR TIME RELEASED. ALL CONTENT IS VIDEO BASED AND SELF PACED I RECOMMEND TAKE COURSE ONCE WITHOUT NOTES OR APPLYING IT SO YOU UNDERSTAND THE BIG PICTURE FIRST. THEN TAKE AND APPLY IT STEP BY STEP. YOU START WHEN YOU WANT AND GO AS FAST OR SLOW AS NEEDED.   Email me additional questions: briangburns@me.com     — SAMPLE EMAIL TO EXPENSE THE COURSE MGR,   I have been listening to the brutal truth about sales podcast for X months and it speaks to the issues we face.   They currently offer a course that includes video instruction, group Q&A and One-on-One coaching. I'm committed to my own personal development and would like your help in expensing the course.   It would pay for itself if I closed only one new deal of $X value.   Please let me know by Friday if I can move forward with this 1 year course.   Thanks, ME Here are some student interviews from the courses:      ———————————————————————————————————— Audible 30 day Free Trial: http://www.audibletrial.com/BrutalTruth  

In today's conversation, former Chief Revenue Officer and private equity operating partner Bob Ranaldi shares why great revenue leaders focus less on static metrics and more on the trends behind them. In this segment, Bob explains why looking at a single month of pipeline or bookings can be misleading, and why CROs and CEOs need to study the progression of key metrics over time. He also breaks down how leading indicators like discovery meetings, pipeline growth, and conversion rates help leaders make better decisions before problems show up in the number. If you're a CRO, founder, or sales leader responsible for forecasting and revenue planning, this segment highlights why data trends, not snapshots, should guide your decisions. Bob Ranaldi is a former Chief Revenue Officer and current operating partner in private equity, where he works with portfolio companies to improve sales performance, leadership alignment, and revenue growth. He brings experience as both an operator and investor, giving him a unique perspective on what boards and CEOs expect from revenue leaders. Connect with Bob: LinkedIn Resources mentioned: The Qualified Sales Leader by John McMahon Get the Force Management framework for building predictable revenue and aligning leadership teams around the metrics that matter:  The Predictable Revenue Framework: Guide for Leaders Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results. This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale. Connect with Us: LinkedInYouTubeForce Management

In this episode of The Brainy Business podcast, Melina Palmer is joined by Ben Wise and Darren Chiu, co-founders of Captivate, to dive into the often-overlooked dynamics of B2B sales and the crucial role behavioral economics plays in this space. Many believe that B2B transactions are purely logical, but as Ben and Darren reveal, human emotions and interpersonal relationships are at the heart of every decision, even in corporate environments. Throughout the episode, they discuss the complexities of buying committees and the importance of understanding the various stakeholders involved in the decision-making process. Listeners will learn how to identify hidden influencers within organizations and the significance of cultivating internal champions to advocate for their solutions. Ben and Darren share practical tips for navigating B2B sales conversations, emphasizing the need to frame discussions around emotional motivations rather than just features and benefits. This conversation explores insights that challenge conventional thinking about B2B sales and provide actionable strategies for building authentic relationships with clients. Whether you're in sales, marketing, or any field that requires influencing others, this episode is packed with valuable takeaways that can enhance your effectiveness. In this episode: Discover why understanding emotional decision-making is essential in B2B sales. Learn about the hidden dynamics of buying committees and how to identify key influencers. Explore strategies for cultivating internal champions within organizations. Understand the importance of framing conversations around emotional motivations. Gain insights into effective follow-up techniques to avoid being ghosted. Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/570. Looking to explore applications of behavioral economics further?  Learn With Us on our website. Subscribe to Melina's Newsletter Brainy Bites.  Let's connect: Send Us a Message Follow Melina on LinkedIn The Brainy Business on Youtube The Brainy Business on Instagram