Enterprise sales today demands customer-centric selling. SAP Global GTM leader Laz Uriza explains why modern enterprise deals depend on ecosystem collaboration, consultative selling, and stakeholder management across complex organizations.

On the B2B Sales Trends Podcast, Harry sits down with Laz Uriza, Global GTM Leader for SAP Business Technology Platform, to explore how enterprise selling is evolving in a world of ecosystems, AI, and recurring customer success models.

Rather than pushing individual solutions, modern sellers must coordinate across partners, platforms, and stakeholders to deliver real customer outcomes. As Laz explains, the future of enterprise sales is collaborative, customer-centric, and deeply human.

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⏱ Timestamps

00:00 – Why enterprise sales changed in the cloud era

04:00 – Customer-centric selling in modern enterprise deals

08:20 – Risks of pushing solutions before stakeholder alignment

12:05 – Consultative selling inside multi-vendor ecosystems

16:40 – Sales enablement, leadership and coaching modern sellers

21:30 – The future of enterprise sales and ecosystem GTM strategy

You’ll learn:

– Why customer-centric selling is replacing traditional enterprise sales tactics

– How consultative selling and stakeholder management shape modern deals

– Why sales enablement and leadership development are critical for future sellers

– How SAP’s GTM strategy approaches ecosystem-driven enterprise sales

💡 Key Takeaways

• Enterprise sales has fundamentally shifted to customer success. Vendors now win when customers consume and succeed with the solution, not just when contracts are signed.

• Customer-centric selling requires ecosystem collaboration. No vendor solves enterprise problems alone - partners, platforms, and trusted advisors must align around outcomes.

• Feature-driven selling is losing relevance. Modern sellers must understand business processes, strategic initiatives, and the broader technology landscape.

• Leadership and enablement must evolve. Sales organizations need proactive coaching, role-play training, and deeper sales enablement - not reactive training after missed quarters.

• Human skills are becoming more important in AI-driven selling. Listening, empathy, and relationship building now differentiate elite enterprise sellers.

About Guest

Laz Uriza is Global Go-To-Market Leader for SAP Business Technology Platform (BTP). He focuses on building enterprise GTM strategies that help organizations integrate platforms, partners, and data ecosystems to drive real business transformation.

Known for his perspective on ecosystem-driven selling, Laz works at the intersection of enterprise sales strategy, customer-centric selling, and global GTM leadership.

Connect with Laz Uriza on LinkedIn:

https://www.linkedin.com/in/lazarouriza/

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