B2B Sales Trends

Global Performance Group
  • 5.0 (3)
  • Business
  • Weekly

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

  1. 1d ago

    170. Forcepoint’s GTM President on Why Giving Everyone AI Access Can Backfire w/ Rick Hanson

    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

    170. Forcepoint’s GTM President on Why Giving Everyone AI Access Can Backfire w/ Rick Hanson

  2. 6d ago

    169. Beyond the Solution: Why Sales Training Doesn't Translate Into Revenue

    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

    169. Beyond the Solution: Why Sales Training Doesn't Translate Into Revenue

  3. Oct 22

    168. Salesloft CRO on Why More AI Tools Aren’t Fixing Sales w/ Brian Benfer

    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

    168. Salesloft CRO on Why More AI Tools Aren’t Fixing Sales w/ Brian Benfer

  4. Oct 20

    167. Why a Subscription Based Business Model Can Look Worse Before It Works w/ Luis Brito

    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

    167. Why a Subscription Based Business Model Can Look Worse Before It Works w/ Luis Brito

  5. Oct 15

    166. GE Vernova’s Global Accounts Leader on Influencing Customer Decisions w/ Stefan Hartge

    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

    166. GE Vernova’s Global Accounts Leader on Influencing Customer Decisions w/ Stefan Hartge

  6. Oct 13

    165. Simpli.fi SVP of Sales on Getting More From a Smaller BDR Team w/ Adam Roberts

    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

    165. Simpli.fi SVP of Sales on Getting More From a Smaller BDR Team w/ Adam Roberts

  7. Oct 8

    164. On MedTech Sales and Finding Growth Inside Existing Accounts w/ Ryan Carpentier

    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

    164. On MedTech Sales and Finding Growth Inside Existing Accounts w/ Ryan Carpentier

  8. Oct 6

    163. Armstrong World Industries Sales Leader on Why Transactional Selling Makes You Replaceable w/ Jelani Rucker

    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

    163. Armstrong World Industries Sales Leader on Why Transactional Selling Makes You Replaceable w/ Jelani Rucker
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Ratings & Reviews

5
out of 5
3 Ratings

About

This podcast is dedicated to sales leaders in the B2B space, where we share conversations about innovative and successful sales transformations to keep you up to date on the latest trends that will help you to effectively tackle the challenge of constructing and executing a profitable and sustainable sales process.

Information

  • Creator
    Global Performance Group
  • Years Active
    2020 - 2026
  • Episodes
    171
  • Rating
    Clean
  • Copyright
    © All rights reserved
  • Show Website
    B2B Sales Trends