B2B Sales Trends

In this episode of B2B Sales Trends, Harry Kendlbacher speaks with Ari Capogeannis, Senior Director of Enterprise Revenue Marketing at NVIDIA, about how to move from data to deals — enabling sales with precision, not promises.

Ari explains why the old lead-based funnel no longer works and how buying groups have become the real driver of enterprise sales. He shares how to help sellers cut through complexity, use AI in ways that actually add value, and execute consistently at the customer interface. Along the way, he highlights why human connection still matters and the top three qualities elite sellers need to thrive in today’s environment.

Inside the conversation:

- Why lead funnels fall short, and how to orchestrate around buying groups.

- How to enable sellers to act on the right accounts and contacts without adding complexity.

- Where AI improves go-to-market efforts — and where it doesn’t.

- Why breaking down silos and leading with data is key to aligning global teams.

If you want practical insights on turning data into impact — and driving execution in even the most complex organizations — this episode is one you won’t want to miss.

In this episode of B2B Sales Trends, Harry Kendlbacher speaks with Christian Smith, former Chief Revenue Officer at Splunk, about what it really takes to transform a business at scale.

Christian helped lead Splunk through a massive shift — from $500M to $5B in recurring revenue and from on-prem to cloud SaaS. Drawing on his 35-year career, he shares what it means to go beyond traditional value selling and align the entire company around outcomes, impact, and economic value.

Inside the conversation:

- What it takes to lead an enterprise transformation of this magnitude.

- Why traditional value selling falls short, and how to apply the Outcome → Impact → Value framework.

- How to build a value-aligned organization where product, marketing, and sales speak the same language.

- Best practices for defending spend in front of the CFO and giving champions “defendable artifacts” of value.

- How to approach CXO conversations with confidence — without overengineering them.

- Why use case taxonomies are essential to connecting features to real business outcomes.

- What really gets in the way of transformation and how leaders can break down silos to align around the customer.

If you’re looking for practical insights on building a culture of value and showing up stronger in executive conversations, this episode is one you’ll want to hear.

In this episode, Harry Kendlbacher speaks with Ruxandra Aldea, Senior Regional Sales Director at Oracle, about what it really takes to stand out in competitive markets. Ruxandra shares why traditional, product-led sales approaches aren’t enough, how adopting a marketing mindset can transform account engagement, and where account-based marketing often misses the mark. She explains what drives effective sales–marketing alignment, the practical steps sellers can take to cut through the noise, and the top three qualities she sees in elite salespeople.

Getting a meeting with a client’s executive team is tough — but getting your own executives ready to deliver the right message? That’s the real challenge.

In this episode of B2B Sales Trends, Samantha Snetselaar, VP of Strategic Sales at Qualtrics, joins us to unpack what it takes to equip your executive team to champion your deal. From mapping relationships to setting clear action plans, this conversation is a playbook for turning internal alignment into external impact.

Whether you're navigating a complex deal cycle or prepping for a big executive meeting, you’ll learn how to:

- Build credibility with your internal stakeholders

- Prepare executives to show up with the right message

- Keep senior leaders engaged from first meeting to close

- Turn your execs into true partners in long-cycle deals

Don’t just secure the meeting — make it count.

What does it take to build trust in high-stakes, high-complexity sales?

In this episode, Lisa Gudding, President of Strategic Growth at Ipsos, joins Harry Kendlbacher to explore what it means to sell without the hard sell — and why empathy, curiosity, and strategic insight are more important than ever.

They talk about the shift from service mindset to growth mindset, how to hire for human connection, and the power of showing up as a trusted partner instead of a pitch machine.

Whether you're in consulting, research, or enterprise sales, this conversation will resonate.

Referrals aren’t just a nice-to-have — they’re one of the most powerful (and underused) levers in B2B sales.

In this episode, Harry Kendlbacher sits down with Ben Cronsberry, GTM Operations Lead at Shopify, to unpack what it really takes to build a scalable, repeatable referral engine.

They discuss:

- Why referral-based selling is about mindset, not just motion

- How to activate your internal and external networks in a way that drives results

- The role of trust, timing, and consistency in ecosystem-led growth

- And what most teams get wrong when trying to turn relationships into revenue

If you’re thinking about how to grow pipeline without burning budget — this one’s for you.

What’s the real cost of doing nothing?

In this episode, Frank Shipp — VP of Sales at Cardinal Health — joins Harry Kendlbacher to explore how healthcare sales teams can drive meaningful change in high-stakes, high-regulation environments.

They dig into:

How to quantify and communicate the cost of inaction to every stakeholder

What it takes to earn buy-in from clinical, financial, and executive audiences

Why traditional sales playbooks often fall short in healthcare

And how to prepare reps for value-based conversations that actually stick

If you're selling in a complex ecosystem with long cycles and multiple decision-makers, this one’s for you.

Channel sales is more than a route to market — it’s a relationship. In this episode of B2B Sales Trends, Mike Hennings, VP of Business Development at Hubbell Inc., joins Harry Kendlbacher to unpack what it really takes to win with and through your partners.

They cover:

- Why starting with the right mindset is critical for effective channel strategy

- How to build genuine trust and alignment with distribution partners

- What true execution looks like — from sales enablement to structured go-to-market motions

Mike also shares how his team is rethinking partner engagement and empowering field sellers to drive shared success.

If you're a leader looking to elevate your channel approach and build partnerships that truly move the needle, this episode is for you.

Brian North, VP of Strategic Partnerships at Hearst, joins Harry Kendlbacher to unpack the challenge many sales leaders face: closing the gap between strategy and execution.

They talk about what it really takes to move big, complex sales organizations toward results — from aligning teams around a shared goal to building repeatable habits that drive performance.

In this episode:

- How to make sure strategic plans actually lead to action

- Why clarity, consistency, and accountability matter more than ever

- Lessons from leading cross-functional, cross-industry teams

- What top performers do differently to build momentum and trust

This one's for anyone responsible for driving execution across a sales org — no matter the industry.

Sales enablement often focuses on reps — but what about the managers? In this episode of B2B Sales Trends, Andy Kodner, VP of Revenue Operations and Enablement at Bazaarvoice, joins Harry Kendlbacher for a candid conversation about what it really takes to turn strategy into execution.

They talk about:

- Why sales managers are the key to sustained behavior change

- How enablement can support frontline leadership without overwhelming them

- The critical difference between one-off training and long-term capability building

- What to measure — and how — to know if it’s working

Whether you're in RevOps, enablement, or leading a sales team yourself, this episode is packed with insights on leading through change and turning ideas into action.