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AI in sales is moving fast. But when everyone uses different tools, data and processes, does it actually make your sales team more effective? Rick Hanson, President of Go to Market at Forcepoint, calls this “random acts of AI”. In this episode, he explains how Forcepoint brought structure to AI adoption, cut deal preparation from around two days to 30 minutes, and why sales leaders have a crucial role to play. ⏱️ Timestamps: 00:00 | Why AI adoption isn't translating into sales results 01:46 | Rick Hanson on the problem of “random acts of AI” 05:05 | How Forcepoint standardised its AI sales process 06:26 | From two days of preparation to 30 minutes 10:42 | Creating one consistent customer experience 12:43 | Credibility, confidence, and trust: Rick's three pillars 14:42 | Why first line sales leaders can make or break AI transformation 18:41 | AI efficiency and accountability to the board 20:43 | The three skills every B2B seller needs in the AI era 22:42 | Why innovation starts with challenging the status quo What you'll take away: • Why letting everyone use AI their own way can create inconsistent information and poor decision making. • How Forcepoint turned individual AI experiments into a standardised sales process. • Why sales managers need curiosity and the willingness to challenge their own habits to lead AI adoption. • Why credibility, confidence, and trust still matter when AI becomes part of the sales process. If you're leading a sales team or figuring out how AI fits into your go to market strategy, this conversation offers a practical look at what it takes to make AI adoption work. 👤 About Rick Hanson Rick Hanson is President of Go to Market at Forcepoint. He is an experienced executive leader with a background in cybersecurity, identity management, Big Data, application delivery and IT operations. His focus includes building high performing teams, developing effective methodologies and driving measurable results through clear goals and consistent execution. Connect with Rick Hanson on LinkedIn: https://www.linkedin.com/in/rikhanson/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download “Beyond the Solution” and discover why well trained sales teams still struggle to turn promising opportunities into revenue, and how to bridge the gap between knowing how to sell and winning the deals that matter: https://globalperformancegroup.com/white-papers/beyond-the-solution/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #AIinSales

Outcome Based Selling should help turn sales training into revenue. So why do deals still stall even when salespeople know the methodology and customers are interested in the solution? ⏱️ Timestamps: 00:00 – Why sales training doesn't translate into revenue 04:43 – The difference between a customer request and a business outcome 09:30 – Why interested customers still don't buy 13:54 – The Nugget of Value: changing how buyers evaluate an investment 16:17 – Why knowing the sales methodology isn't enough 18:37 – Building sales coaching around real opportunities 20:58 – AI skill practice and turning training into execution 23:23 – What the Fortune 500 pilot revealed about sales performance 25:46 – Five questions to ask in your next pipeline review 28:07 – The difference between closing a sale and creating value 💡 What you'll take away: • Why a customer wanting a solution doesn't necessarily mean they have a compelling reason to buy. • How to distinguish a product request from the business outcome the customer actually needs. • Why stakeholder alignment and the cost of inaction can determine whether a deal progresses. • How sales leaders can connect sales training, sales coaching and sales management to measurable commercial results. About this episode In this solo episode, Harry Kendlbacher explores how B2B sales leaders can close the gap between sales training and real world execution through Outcome Based Selling, practical sales coaching and a more outcome focused approach to managing opportunities. 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download “Beyond the Solution” and discover why well trained sales teams still struggle to turn promising opportunities into revenue, and how to bridge the gap between knowing how to sell and winning the deals that matter: https://globalperformancegroup.com/white-papers/beyond-the-solution/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #OutcomeBasedSelling

AI in sales promises greater productivity, but more tools don't automatically lead to better results. Brian Benfer, CRO at Salesloft, explains why the real opportunity is turning revenue insights into action while keeping human judgment at the heart of selling. ⏱️ Timestamps 00:00 – AI in sales: Closing the gap between insight and action 02:40 – Why AI sales tools are recreating the SaaS sprawl problem 05:16 – Connecting fragmented data to improve sales forecasting 08:08 – From weekly forecast calls to real time sales execution 11:30 – Why human judgment and trust still decide deals 17:21 – Why more information can make buying decisions harder 22:31 – The three skills modern B2B sellers need 26:58 – Harry’s closing thoughts on turning AI insights into action This conversation is for B2B sales leaders, sales enablement professionals, and go-to-market teams navigating recurring revenue, commercial transformation, and the shift toward long term customer value. What you’ll take away: • Why adding AI sales tools can create more complexity instead of improving sales productivity. • How connecting CRM, call, email, and product usage data could help sellers identify risks and act before deals stall. • Why AI recommendations cannot replace the judgment required to navigate buyer relationships and earn trust. • What business acumen, technical acumen, and account management mean for the next generation of B2B sellers. 👤 About Brian Benfer Brian Benfer is CRO at Salesloft. He is committed to growing businesses, particularly in emerging markets, through a deep understanding of customers and markets, while creating transformative experiences for employees and continually pursuing growth and learning. Connect with Brian Benfer on LinkedIn: https://www.linkedin.com/in/brian-benfer-79280b15/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #AIinSales

A subscription based business model can make a business stronger over time. But during the transition, the numbers can look worse before they improve. Luis Brito, former CRO of ALLPLAN, explains why moving from perpetual software licenses to subscriptions requires far more than a pricing change. It means rethinking sales compensation, team structures, KPIs, and how the business delivers ongoing customer value. In this episode, Luis shares what leaders need to plan for, how to get customers and teams on board, and why sticking with the transition matters when results become harder to measure. ⏱️ Timestamps 00:00 – Why software companies are moving to subscriptions 01:21 – The business case for a subscription based business model 02:34 – Why subscription is an operating model transformation, not a pricing change 05:40 – From big bookings to recurring revenue and specialized sales teams 08:28 – Why customer value doesn't end when the deal closes 11:43 – Transformation fatigue: how to get teams to commit to change 17:02 – Three lessons for leaders moving to subscriptions 20:00 – The three traits elite sellers still need What you'll take away: - Why traditional sales metrics change during a subscription transition - How sales roles shift from closing deals to driving recurring revenue and account growth - Why shared KPIs help teams stay aligned around customer outcomes - How leaders can communicate the value of change and maintain commitment This conversation is for B2B sales leaders, sales enablement professionals, and go-to-market teams navigating recurring revenue, commercial transformation, and the shift toward long term customer value. 👤About Luis Brito Luis Brito has over 20 years of experience growing enterprise technology businesses across Europe, the Americas, and Asia. Most recently, he served as Chief Revenue Officer at ALLPLAN, where he helped lead the shift toward subscription-based models and reshape the commercial operating model. Previously, he held commercial leadership roles at Nemetschek and PTC, spanning sales, customer success, business operations, and strategic partnerships. Connect with Luis Brito on LinkedIn: https://www.linkedin.com/in/luisbrito/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SaaS

Outcome based selling starts before customers have fully defined what they need. In this episode of the B2B Sales Trends Podcast, host Harry Kendlbacher speaks with Stefan Hartge, Global Head of Strategic Accounts Management at GE Vernova, about how sales teams can engage earlier, influence customer requirements, and build strategic partnerships instead of simply responding to requests. How can sales teams earn access to customers before a buying decision has been made? And how can sales leaders turn early engagement into profitable growth? ⏱️Timestamps: 00:00 | Why responding to tenders is no longer enough 01:41 | Outcome based selling: From equipment supplier to strategic advisor 03:44 | Enterprise sales and the hidden cost of reactive selling 06:49 | Three ways to influence a customer before the tender 09:25 | Customer engagement beyond the immediate opportunity 12:51 | Sales leadership: Changing the routines that shape selling behavior 16:40 | Key account management and measuring real business impact 20:12 | The three skills every B2B salesperson needs 💡 What You’ll Learn • Why the buying process starts before the tender: Influence customer thinking before requirements are defined. • How to earn customer access: Use technical expertise and relevant insights to build credibility. • How to make proactive selling work: Change sales routines to prioritize strategic customer engagement. • How to connect account strategy to growth: Use business cases, share of wallet, and engineering feedback to focus resources. • The three skills modern B2B salespeople need: Strategic fluency, influential leadership, and systems integration. 👤 About Stefan Hartge Stefan Hartge leads Strategic Accounts Management at GE Vernova. With over two decades of experience, he works across strategic decision making, large infrastructure investment projects, product leadership, and global growth. His work focuses on enabling the reliable integration of renewable and distributed energy resources into the grid and advancing cost effective solutions for the energy transition. Connect with Stefan Hartge on LinkedIn: https://www.linkedin.com/in/stefan-hartge/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #OutcomeBasedSelling

Outbound sales is not always a headcount problem. In this episode, Harry Kendlbacher speaks with Adam Roberts, SVP of Sales at Simpli.fi, about how a smaller BDR team can outperform a much larger one through better targeting, tools, processes, and AI. The conversation explores what makes an outbound engine actually work, how to identify the right customers through a stronger ideal customer profile, and why BDRs should be developed as salespeople rather than appointment setters. If your team is focused on generating more outbound activity, the bigger question may be whether you are reaching the right prospects in the first place. ⏱️ Timestamps: 00:00 Why more outbound activity is not the answer 03:46 The tools and systems behind a stronger outbound engine 05:53 Why a smaller BDR team outperformed 30 offshore reps 08:27 Building an ideal customer profile around “sticky deals” 10:04 How AI is changing outbound prospecting 14:36 The ICP question most sales leaders overcomplicate 17:53 Why BDRs should be trained like sales reps 23:03 The three skills every B2B salesperson needs today You’ll hear Adam’s perspective on: • Why sales productivity can improve without increasing headcount • How AI can score prospects against your ideal customer profile and prioritize the highest potential accounts • Why solving the right customer problem matters more than simply targeting a specific company size or vertical • How sales enablement can turn BDRs into stronger contributors to the entire sales process About Adam Roberts Adam Roberts is SVP of Sales at Simpli.fi, where he works with partners and customers to build growth strategies that align media investment with real business goals. He is focused on helping businesses grow through smarter, more accountable media strategies, building long term partnerships rooted in trust, service, and results, and helping organizations move beyond clicks and impressions toward measurable business impact. Connect with Adam Roberts on LinkedIn: https://www.linkedin.com/in/adamjroberts/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #OutboundSales

A strong go to market strategy starts with how customers buy, not how your company is organized. Ryan Carpentier, Chief Commercial Officer at NAMSA, shares how he's rethinking Medtech sales, unlocking growth within existing accounts, and building a more strategic commercial model. ⏱️ Timestamps: 00:00 – Why Medtech needs a new go to market strategy 01:51 – When OEMs start buying innovation instead of building it 03:57 – Organizing sales around how customers buy, not geography 07:08 – The untapped growth opportunity inside existing accounts 08:50 – Why B2B sellers should act like orchestra conductors 10:44 – From individual services to value based selling 13:16 – Making a complex commercial organization easier to buy from 15:45 – Ryan's 3 skills every B2B seller needs today What you’ll hear about • Why NAMSA is moving beyond a traditional territory based model and toward a GTM structure built around customer buying behavior • How existing accounts can reveal cross selling opportunities that sellers may be overlooking • Why technical expertise alone is not enough to grow a strategic account • How bundling services and multi year contracts can create longer term value without relying on discounting About Ryan Carpentier Ryan Carpentier is Chief Commercial Officer at NAMSA and a global sales and operations executive focused on scaling high growth companies, transforming commercial strategy, and building high performing teams. He has led revenue growth from $10M to $350M+ across life sciences, compliance, and education. Connect with Ryan on LinkedIn: https://www.linkedin.com/in/ryan-carpentier-25b820/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #MedtechSales

Relationship selling starts with understanding your customer beyond the transaction. Jelani Rucker, General Manager of Commercial Sales at Armstrong World Industries, explains why becoming a trusted advisor requires more than virtual meetings, and why meaningful time with customers can change the relationship. ⏱️ Timestamps: 00:00 – Why transactional B2B selling makes you replaceable 01:34 – Becoming the trusted advisor, not another vendor 04:33 – “Belly to belly selling” and the insights you miss virtually 07:16 – Why four plus hours can change a customer relationship 13:11 – Plant the seed, don't turn relationship building into a sales pitch 16:33 – “How can we be the better partner for you?” 20:20 – Scaling relationship selling through sales training and mentoring 23:23 – Hustle, social intelligence and coachability This episode explores: • Why being physically present can uncover hidden sales opportunities and customer insights • How four plus hours with a customer can deepen the relationship and create stronger partnerships • Why the best customer conversations may require resisting the urge to sell • How sales leaders can use cross-training, mentoring and buddy systems to make relationship building repeatable About Jelani Rucker Jelani Rucker is General Manager of Commercial Sales at Armstrong World Industries, where he leads commercial sales teams across the U.S. and Latin America. With 30+ years of experience across sales, marketing, business development, and leadership, he brings a strong focus on strategic relationships, customer experience, and high-performing teams. Connect with Jelani Rucker on LinkedIn: https://www.linkedin.com/in/jelani-rucker-3177304/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #RelationshipSelling

Value-based selling starts with thinking like an investor, not just selling a product. What changes when enterprise sales teams stop leading with features and start focusing on business outcomes, value, and long-term impact? Nathan Marsh, EMEA Regional Executive and Senior Vice President at Bentley Systems (https://www.bentley.com), joins Harry Kendlbacher to explore how sellers can move from transactional conversations toward value-based partnerships. ⏱️ Timestamps: 00:00 – Why enterprise sales is moving beyond features and functionality 02:04 – Value-based selling: Why the conversation should start with impact, not the product 06:45 – Think like an investor: A new sales mindset for enterprise sales 10:20 – From consultative selling to business fluency: Changing how sellers prepare 14:06 – Why tools cannot fix the wrong sales mindset 15:56 – Strategic partnerships: Moving from supplier to trusted business partner 18:42 – Sales leadership: Why value-based selling is a cultural change, not a sales initiative 21:31 – The 3 capabilities of elite B2B sales teams You’ll hear Nathan explore: • Why enterprise buyers are investing in outcomes, risk reduction, and confidence rather than functionality alone • How thinking like an investor can change the way sellers approach complex opportunities • Why business context, empathy, and customer research matter before product conversations begin • How commercial curiosity, value articulation, and executive credibility can change the level of the sales conversation About Nathan Marsh Nathan Marsh is Regional Executive Leader and Senior Vice President at Bentley Systems, with 25 years of experience across industry, technology and consulting. He focuses on creating economic, social and environmental value through digitally connected infrastructure and helping organizations deliver better business outcomes. Connect with Nathan Marsh on LinkedIn: https://www.linkedin.com/in/nathan-marsh-6320539/ Learn more about Bentley Systems: https://www.bentley.com/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #ValueBasedSelling

B2B sales discovery is not about asking more questions. It is about helping buyers see what they cannot see yet. When buyers arrive with a preferred vendor, established assumptions, and AI assisted research, traditional discovery can become a confirmation exercise. In this solo episode, Harry Kendlbacher explores sales discovery, striker questions, stakeholder alignment, and the shift from information gathering to insight driven discovery. 🔗 Download the full whitepaper "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated ⏱️ Timestamps: 00:00 – Intro 02:24 – What’s Really Beneath the Buyer’s Stated Needs 04:46 – When Discovery Becomes a Confirmation Exercise 07:10 – The Need Behind the Need 09:37 – Why Better Questions Aren’t Enough 11:57 – The Five Activities of Modern Discovery 14:19 – Why Buyers Need Judgment, Not More Information 16:41 – Is Discovery Creating Movement or Just Notes? 19:07 – Great Needs Aren’t Always Stated What you’ll hear about: • Why the buyer’s stated need may only be the visible part of the decision • Why better questions alone are not enough • How striker questions challenge assumptions and create insight • Why stakeholder discovery and ongoing discovery matter beyond the first call 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SalesDiscovery

B2B sales strategy changes when a company gets bigger. But can one salesperson really maintain customer intimacy and deep industry expertise at the same time? Vasily Sizov, Chief Revenue Officer at Grid Dynamics, thinks there is a better way. In this B2B sales strategy podcast episode, he explains why Grid Dynamics pairs client partners with practice sales specialists instead of expecting one person to do everything. The result? One person stays close to the customer while the other brings deep knowledge of the industry. And that combination can change how you create opportunities, grow existing accounts, and become a strategic partner. But there is a catch. Vasily also explains why the model creates its own challenges, what he looks for when sales hiring, and why even 30 years of experience does not necessarily make someone the right B2B salesperson. ⏱️ Timestamps: 00:00 | Intro 01:18 | Why enterprise sales makes the generalist model harder 03:39 | Combining customer intimacy with vertical expertise 06:47 | Scaling the sales model as the company grows 09:40 | The three traits Vasily hires for 12:34 | How great salespeople create opportunities proactively 16:13 | Why practice sales changes the game 19:19 | What the best B2B salespeople have in common 🔎 What Vasily gets into: • Why customer intimacy and vertical expertise can be difficult to combine in one sales role • How practice sales can create business development opportunities instead of simply responding to customer requests • Why becoming a strategic partner requires more than a good customer relationship • The three traits Vasily believes separate great B2B salespeople from the rest • Why years of experience may not tell you what you really need to know when hiring salespeople This episode is for B2B sales leaders, sales enablement leaders, go to market teams, and enterprise revenue professionals looking to improve sales strategy, account growth, business development, and strategic customer relationships. About Vasily Sizov Vasily Sizov is Chief Revenue Officer and Head of Americas at Grid Dynamics. Since joining Grid Dynamics in 2016, he has helped build enterprise accounts and shape the company's sales and account management functions. Connect with Vasily Sizov on LinkedIn: https://www.linkedin.com/in/vasilysizov/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #B2BSalesStrategy

A B2B sales strategy built around a bigger sales pipeline sounds logical. But is more pipeline actually better? Andrew Fleming, SVP, Global Head of Sales and Enterprise Client Solutions at Labcorp, has a different way of looking at it: which opportunities are actually worth pursuing? In this conversation with Harry Kendlbacher, Andrew shares how he thinks about pipeline health, the customers worth focusing on, and why sales teams sometimes need to be comfortable walking away. ⏱️ Timestamps: 00:00 – Intro 01:44 – Why a bigger sales pipeline can be misleading 03:54 – Can AI help build a better pipeline? 05:42 – Building an ideal customer profile 08:29 – What does “right to win” actually mean? 10:04 – Shifting the customer conversation beyond price 14:13 – Why sales teams need permission to say no 17:36 – The two levels of opportunity selection 20:51 – The three qualities of great B2B sellers 💡 In this episode: • Why pipeline volume can create a false sense of confidence • How Andrew's ideal customer profile helps his teams decide where to focus • Why qualifying the customer is only half the job • How saying no to the wrong opportunities can improve sales forecasting and win rates • Why the best B2B sellers act as problem solvers, not product pushers About Andrew Fleming Andrew Fleming is SVP, Global Head of Sales and Enterprise Client Solutions at Labcorp, where he leads the global commercial organization. With more than 25 years of experience in B2B sales leadership, Andrew has focused on transforming how sales teams build pipeline, prioritize opportunities and allocate commercial resources. His approach centers on targeted customer profiling, disciplined qualification and creating value for customers rather than simply pursuing more opportunities. Connect with Andrew on LinkedIn: https://www.linkedin.com/in/andy-fleming-commercial-leader/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #b2bsales #salesleadership #salespipeline

Customer centricity in B2B sales starts with one question: are your processes helping the customer, or just helping your business hit its KPIs? Hasancan Ozyurt, Director of Sales Americas at CHT Group, joins Harry Kendlbacher to challenge how we think about customer centric selling and B2B sales strategy. Why does he believe sales should be the “voice of the customer”? What is the “Club Principle”? And what can a jewelry store in Istanbul’s Grand Bazaar teach us about building customer relationships? The answers challenge some familiar ideas about proactive sales, value based selling, and what it really means to put the customer first. ⏱️ Timestamps: 00:00 | Customer centricity vs internal KPIs 05:29 | Sales leadership and the voice of the customer 09:57 | The Club Principle and customer experience 12:47 | Customer centric selling starts with outcomes 14:57 | Why proactive selling beats product expertise 17:58 | The Grand Bazaar lesson in partner ecosystems The conversation explores: • Why hitting your internal KPIs can still mean failing the customer • How sales can turn customer information into urgency across the wider organization • Why customer centricity is about more than saying yes • How value based selling changes when customers organize problems around their business, not your product portfolio About Hasancan Ozyurt Hasancan Ozyurt is Director of Sales Americas at CHT Group. He is leading a customer centric transformation focused on rebuilding a shared sense of urgency, aligning the wider organization around the customer, and helping sales teams create value in new ways. Connect with Hasancan on Linkedin: https://www.linkedin.com/in/hasancan-ozyurt-463a899a/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #CustomerCentricity

AI in sales can expose opportunities but it can’t create execution. So what actually separates the sales organizations that act on the information from those that simply talk about it? Jacob Harris, Chief Sales Officer at TestEquity, is leading a company wide sales transformation focused on customer segmentation, territory management, and sales performance. In conversation with Harry Kendlbacher, he shares why technology is an enabler, not a replacement for the people doing the work. Harris explains why you “can’t system away performance,” what sales leaders should look for when assessing organizational health, and why the best salespeople still have something technology cannot replace. ⏱️ Timestamps: 00:00 – Why AI in sales can’t create execution 03:17 – Assessing sales organization health by getting into the details 06:11 – What sales technology still can’t do 08:28 – How decentralized buyers changed customer engagement 11:26 – The difference between doing the work and talking about it 17:50 – The traits behind great sales leadership and B2B selling You’ll hear about • Why better sales technology does not automatically lead to better sales performance • Why Harris sees the second and third question as a powerful sales management tool • What decentralized decision making has changed about customer engagement and buying behavior • Why the best sales organizations combine technology with fearless people who are willing to do the work About Jacob Harris Jacob Harris is Chief Sales Officer at TestEquity LLC, where he is leading a company wide sales transformation focused on customer segmentation, territory management, and sales performance. He spent 26 years at Arrow Electronics in regional and global commercial leadership roles in test and measurement and electronics distribution. Connect with Jacob Harris on LinkedIn: https://www.linkedin.com/in/jacob-harris-5646361a/ 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Beyond Discovery" and discover how forward thinking sales leaders are closing the gap between what’s talked about and what’s actually happening inside high performing teams: https://globalperformancegroup.com/white-papers/beyond-discovery-great-needs-arent-stated-they-are-generated 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #AIinSales

A strong B2B sales strategy is not about chasing more leads or more partners. For Ben Cronsberry, it is about knowing which relationships are worth investing in, building them patiently, and knowing when to walk away. What happens when you stop treating partnerships as a quick source of referrals and start treating them as a long-term sales ecosystem? And how do you decide which relationships actually deserve your time? In this Best Of episode, originally published in July 2025, Harry Kendlbacher revisits his conversation with Ben Cronsberry, former GTM Operations Lead at Shopify and now Head of GTM & Partnerships at Parsel. Ben shares a different perspective on modern B2B selling, from his “sniper approach” to partner selection to his belief that discovery starts before you ever pick up the phone. They explore why warm referrals can lead to stronger conversion rates and faster sales cycles, why partner enablement can easily go wrong, and why great sales storytelling starts with listening. The conversation also gets into a question many sales teams struggle with: when should you keep pursuing an opportunity, and when is it smarter to “lose fast”? ⏱️ Timestamps 00:00:00 Why warm referrals matter in B2B sales 00:03:08 The “sniper approach” to partner selection 00:06:14 Why partner enablement can easily go wrong 00:10:24 Why sales storytelling starts with listening 00:14:27 Why partner led sales requires patience 00:17:51 Why discovery starts before the sales call What you’ll hear in this conversation • Why Ben believes a partner-led sales approach can outperform traditional cold outreach • How to identify and prioritize the partners worth investing in instead of trying to work with everyone • Why sales storytelling starts with listening and understanding the buyer before telling your story • How better sales discovery can help reps decide which opportunities to pursue and which ones to “lose fast” About Ben Cronsberry Ben Cronsberry is Head of GTM & Partnerships at Parsel and former GTM Operations Lead at Shopify. With a background spanning software, sales, partnerships, and go to market operations, Ben brings a practical perspective on partner led selling, sales discovery, enablement, and building productive commercial relationships. 📃 Resources 🔗 Explore more at: https://globalperformancegroup.com/ 🔗 Download "Day Zero" and discover why buyers often choose their suppliers before the first sales meeting: https://globalperformancegroup.com/white-papers/day-zero-why-revenue-is-won-before-the-first-meeting/ 🔗 Try the Revenue Accelerator: https://revenueaccelerator.globalperformancegroup.com 🎥 Watch the Full Conversation 👉 Watch the full episode on YouTube: https://www.youtube.com/@b2bsalestrendspodcast 🎙️ Want to Be a Guest on B2B Sales Trends? B2B Sales Trends brings together the world's leading CROs, sales leaders, and commercial executives to share the strategies shaping modern B2B selling. If that's you, or someone you recommend, submit a short application here: 👉 https://globalperformancegroup.com/guest-submission/ 🎧 Subscribe for weekly conversations with leading CROs, sales leaders, and commercial executives shaping the future of B2B sales. #B2BSales #SalesLeadership #SalesStrategy