B2B Sales Trends

Most sales teams are using AI to do more. The best teams are using AI in Sales to do better.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Fred Schwark, Chief Growth Officer at Coderio, to discuss how AI is helping modern sellers become more prepared, more consultative, and more effective without losing the human connection that drives trust.

From AI Sales Coaching and role play simulations to value based selling and objection handling, Fred shares how high performing B2B sales teams are using AI to enhance performance rather than replace people.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – AI in Sales: Why activity isn't the same as performance

02:45 – Moving from activity metrics to Value-Based Selling

07:00 – The balance between AI in Sales and authentic human connection

11:20 – AI Sales Training, role play, and objection handling at scale

16:50 – Sales Enablement: Using AI coaching to improve team performance

24:20 – What elite B2B sellers do differently in 2026 and beyond

This episode is for B2B sales leaders, revenue executives, sales enablement professionals, and go to market teams looking to improve B2B Sales Strategy without losing the human element that drives trust.

You'll learn:

• Why AI should be a performance enhancement tool, not a headcount reduction strategy

• How top sellers use AI for preparation, discovery, and objection handling

• The role of AI Sales Coaching in improving sales conversations

• How to combine AI insights with human trust to create better customer outcomes

• What the future of B2B Selling looks like as buyers become increasingly AI enabled

💡 Key Takeaways

• AI is most effective when it augments sellers rather than replaces them.

• The future of B2B Sales belongs to professionals who combine AI driven preparation with authentic human communication.

• AI powered role play and coaching can dramatically improve objection handling and seller confidence.

• Top performing sellers use AI to deepen discovery, understand stakeholder priorities, and personalize value conversations.

• Radical preparation, objection resilience, and problem solving remain the defining traits of elite sales professionals.

👤 About Guest

Fred Schwark is Chief Growth Officer at Coderio, where he helps organizations modernize their infrastructure and become AI ready. Known for his expertise in Revenue Growth, Sales Leadership, financial fluency, and go to market strategy, Fred focuses on helping organizations create measurable customer value while building high-performing sales teams.

Connect with Fred Schwark on LinkedIn:

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

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you, or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales coaching is the difference between average performance and elite execution. In this episode, Sharla Wendt shares how BD builds high performing teams through culture, consultative selling, sales enablement, and real world coaching.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Sharla Wendt, SVP of US Sales & Marketing at BD, to explore what it really takes to build a world class B2B sales organization. From sales coaching and sales leadership to stakeholder management, change management, and consultative selling, Sharla shares the systems, mindset, and culture that help her teams consistently perform at the highest level.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Building a high performance sales culture that people never want to leave

04:30 – Why consultative selling is replacing traditional B2B selling

09:00 – Sales coaching systems that create consistent execution

15:50 – Creating demand through change management and stakeholder management

22:10 – Why the best sales coaching happens in the field

30:00 – The traits that define elite enterprise sales professionals

This episode is for B2B sales leaders, sales enablement teams, sales managers, enterprise sales professionals, and commercial leaders who want to build stronger teams and improve execution.

You'll learn:

• Why sales coaching matters more than sales training

• How consultative selling creates trust and long term customer relationships

• How to build consensus across multiple stakeholders

• The leadership systems behind a strong sales culture

• How top performers use curiosity, grit, and perseverance to win complex deals

💡 Key Takeaways

• High performance starts with purpose driven sales culture, not compensation plans alone.

• The best sales coaching happens shoulder to shoulder in the field, not behind dashboards.

• Modern B2B sales requires consultative selling and becoming a trusted advisor, not pitching products.

• One champion is no longer enough. Winning enterprise sales requires stakeholder management and internal consensus.

• Top salespeople consistently demonstrate perseverance, curiosity, and drive.

About Guest

Sharla Wendt is the Senior Vice President of US Sales & Marketing at BD. She leads large commercial teams focused on improving patient outcomes through innovative healthcare solutions. Known for her expertise in sales leadership, medical device sales, coaching, talent development, and market creation, Sharla has built a reputation for developing high performing teams and strong sales cultures.

Connect with Sharla Wendt on LinkedIn: https://www.linkedin.com/in/sharla-wendt-9057858/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that's you, or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales pipeline management isn’t about tracking revenue. It’s about understanding what’s really happening inside your funnel before deals are won or lost. Most sales leaders are looking at the scoreboard when they should be studying the game.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Marcus Houston, SVP Customer Growth and Business Development at Transportation Insight, to unpack how top performing sales organizations use sales pipeline management, revenue forecasting, sales coaching, and revenue operations to improve forecast accuracy and drive consistent growth.

Marcus shares why revenue is a lagging indicator, how hero deals distort reality, and what modern B2B sales leadership looks like when you measure the health of the entire funnel rather than just the outcome.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”: 👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Why sales pipeline management matters more than revenue

04:18 – Revenue forecasting mistakes caused by hero deals

06:32 – Why B2B sales teams miss growth opportunities

10:34 – The sales pipeline management metrics Marcus tracks

14:32 – Sales coaching that improves performance at every stage

23:44 – The sales leadership mindset shift from outcome to system

This episode is for B2B sales leaders, revenue operators, sales managers, enablement professionals, and go to market teams who want to improve forecast accuracy, build healthier pipelines, and create more predictable growth.

You’ll learn:

• Why revenue is a lagging indicator

• How top teams measure pipeline health

• The forecasting mistakes hurting sales performance

• How better sales coaching drives better outcomes

• Why the best sellers focus on systems, not just results

💡 Key Takeaways

• Revenue can be misleading when a few large deals hide weaknesses elsewhere in the funnel.

• Strong sales pipeline management requires visibility into every stage, not just closed revenue.

• Deal aging, conversion rates, and stage progression are leading indicators of future performance.

• The best sales coaching is highly specific and focused on the exact stage where a seller is struggling.

• Consistent growth comes from building a repeatable system, not chasing individual wins.

👤 About Guest

Marcus Houston is SVP Customer Growth and Business Development at Transportation Insight.

With more than 15 years of experience in supply chain, logistics, customer growth, and revenue leadership, Marcus leads a comprehensive revenue ecosystem spanning marketing, business development, sales, and enablement. He is known for helping organizations improve sales performance through disciplined systems, data driven coaching, and a deep focus on pipeline health and forecast accuracy.

Connect with Marcus Houston on LinkedIn: https://www.linkedin.com/in/marcus-houston-83667611/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”: 👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator: 👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Consultative selling in complex B2B sales is no longer optional - it’s the shift every sales leader must master as buying becomes more complex and stakeholder-driven.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Yasha Mitrotti, Executive VP at bioMérieux, to unpack how B2B selling has evolved from technical expertise to value-based, stakeholder-driven conversations. Drawing on 30 years of enterprise sales experience, Yasha shares what actually separates top performers today, and why many teams struggle to adapt.

The future of B2B selling isn’t about product knowledge - it’s about translating value across stakeholders and leading complex conversations with confidence.

🔗 Explore more insights: https://www.globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Why consultative selling matters in complex B2B sales today

03:00 – The shift from technical selling to enterprise sales strategy

06:30 – Common mistakes in complex B2B sales conversations

10:00 – Value-based selling across multiple stakeholders

14:00 – Creating demand through consultative selling & innovation

18:00 – Sales transformation, change management & future trends

You’ll learn:

– Why technical selling fails in modern B2B environments

– How to adapt your sales strategy for enterprise and multi-stakeholder deals

– What separates top performers in complex B2B sales today

– How consultative selling drives real business impact

💡 Key Takeaways

- Technical expertise alone is no longer enough - modern B2B sales require business-level conversations

- Consultative selling means translating value differently for each stakeholder, not repeating the same pitch

- The biggest mistake in complex sales is retreating into product features instead of business outcomes

- Sales transformation is a mindset shift - top performers actively build new skills, others resist change

- Confidence in selling comes from preparation, repetition, and clarity on the value you deliver

👤 About Guest

Yasha Mitrotti is Executive Vice President of Industrial Applications at bioMérieux. With nearly three decades of global sales leadership experience, he has led commercial organizations across regions and industries, helping teams transition from technical selling to value-based, enterprise sales strategies.

Connect with Yasha Mitrotti on LinkedIn: https://www.linkedin.com/in/yasha-mitrotti-412aa313/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at http://www.globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy.

If that’s you - or someone you recommend - submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Stakeholder management is the hidden factor behind success in complex B2B sales. Most deals aren't lost on price. They're lost because of internal misalignment, poor preparation, and failure to engage the right stakeholders at the right time.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Trushar Patel, GM Northwest Europe at Vantive, to explore what actually wins enterprise sales today.

From stakeholder management and strategic partnerships to consultative selling and sales team collaboration, Trushar shares why modern B2B sales professionals must evolve from product promoters into trusted advisors and business coordinators.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Why complex B2B sales are lost internally

02:20 – Stakeholder management and organizational alignment

04:20 – Understanding customer needs before you sell

07:00 – Consultative selling and building strategic partnerships

13:30 – Why preparation wins complex B2B deals

23:05 – Why salespeople need to reinvent themselves

What You'll Learn:

• Why stakeholder management matters more than price in complex B2B sales

• How top sales leaders build strategic partnerships that survive uncertainty

• The shift from traditional selling to consultative selling

• How sales team collaboration improves enterprise sales outcomes

• Why patience and preparation are critical in key account management

💡 Key Takeaways

• Complex B2B sales are won through stakeholder alignment, not better pitches.

• The strongest sales teams coordinate experts rather than relying on individual sellers.

• Modern sales leadership requires preparation, patience, and long term thinking.

• Consultative selling creates trust and often uncovers opportunities customers haven't considered.

• High performing sellers listen first, align teams effectively, and continuously reinvent themselves.

👤 About Guest

Trushar Patel is General Manager, Northwest Europe at Vantive. With more than 20 years of international experience across finance, business development, and general management, he specializes in business growth, commercial leadership, and building high performing teams across diverse markets.

Connect with Trushar Patel on LinkedIn: https://www.linkedin.com/in/trusharpatel-be/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you, or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales team performance in modern B2B sales is no longer about forcing people into rigid roles. It is about aligning talent, leadership, and purpose to unlock stronger performance across enterprise sales and key account management.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Oliver Opitz, Global Head of Key Account Management at Würth Elektronik Group, to explore what modern B2B sales leadership actually looks like in today’s rapidly changing market.

From strategic account management and enterprise sales to hiring, adaptability, and modern leadership, this conversation breaks down what actually drives high performing sales teams.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Why sales team performance starts with alignment

02:07 – Building modern key account management teams

03:18 – How AI is changing enterprise sales and B2B selling

04:53 – Hiring for adaptability instead of experience alone

09:50 – From talent judgment to talent architecture

18:40 – The entrepreneurial mindset behind B2B sales leadership

In this episode, you’ll learn:

- Why high performance comes from aligning strengths, not forcing fit

- How enterprise sales teams are adapting to digital and AI driven buying behavior

- The leadership mindset behind strategic account management success

- What top performers consistently do differently in B2B selling

💡 Key Takeaways

• High sales team performance starts with understanding individual motivation and strengths

• Modern B2B sales leadership requires adaptability, resilience, and emotional intelligence

• Enterprise sales and key account management now demand hybrid digital and human engagement

• Great leaders build environments where people evolve instead of forcing static roles

• The best B2B sellers think like entrepreneurs and take ownership of outcomes

👤 About Guest

Oliver Opitz is Global Head of Key Account Management at Würth Elektronik. With a background spanning engineering, infrastructure innovation, and global commercial leadership, Oliver is known for building high performance international teams and leading modern, people centered transformation across enterprise sales environments.

Connect with Oliver Opitz on LinkedIn:

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

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Download the whitepaper “You’re Entering the Deal Too Late”:

👉 https://globalperformancegroup.com/resources/#papers

📈 Try the Revenue Accelerator:

👉 https://revenueaccelerator.globalperformancegroup.com

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you, or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Complex B2B sales are not won by scripts, CRMs, or luck. They are won by sales leaders who understand stakeholder management, relationship selling, enterprise sales strategy, and how decisions really get made inside large organizations.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Stuart Green, SVP and GM at Veradigm, to unpack the realities behind modern b2b selling. They explore how elite sales professionals navigate complex buying groups, use AI in sales without replacing human judgment, and build long term customer trust that drives real commercial outcomes. This episode is for anyone in sales leadership, account based selling, enterprise sales, or modern go to market strategy.

🔗 Explore more insights: https://globalperformancegroup.com/

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

⏱️ Timestamps:

00:00 – Why complex B2B sales are rarely “easy wins”

04:12 – Stakeholder management and target account selling strategies

09:06 – The hidden complexity behind enterprise sales strategy

14:42 – Customer driven demand vs transactional b2b selling

22:33 – How AI in sales and sales technology should support thinking

33:00 – The mindset elite sales leadership teams use to win complex deals

In this episode, you’ll learn:

• Why relationship selling still matters in modern B2B sales

• How elite sellers navigate hidden decision makers in enterprise deals

• Where sales technology and AI help sales teams perform better

• The mindset shifts required for high performance sales leadership

💡 Key Takeaways

• Complex B2B sales are won through stakeholder alignment, not product pitches

• Great salespeople focus on customer outcomes before pushing solutions

• AI in sales should improve decision making, not replace critical thinking

• Enterprise sales strategy requires early relationship building long before the deal appears

• Elite sellers adapt quickly, stay resilient under pressure, and continuously challenge assumptions

👤 About Guest

Stuart Green is SVP and GM at Veradigm. Known for his experience leading enterprise commercial teams and navigating highly complex sales environments, Stuart helps organizations improve strategic selling, customer alignment, and long-term account growth across large multinational markets.

Connect with Stuart Green on LinkedIn: https://www.linkedin.com/in/stuartgreen22/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at https://globalperformancegroup.com/

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales negotiations often fail because sellers protect the deal instead of protecting the value. In this solo episode of the B2B Sales Trends Podcast, Harry breaks down how modern B2B sales professionals can protect profit margin, defend pricing confidently, and close deals without unnecessary discounting.

This episode explores sales psychology, value proposition positioning, negotiation skills, and commercial discipline in modern B2B selling. You’ll learn practical ways to reinforce value throughout the sales cycle, reduce pricing pressure, and improve long term revenue growth without sacrificing trust.

🔗 Explore more insights: www.globalperformancegroup.com

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

⏱️ Timestamps:

00:00 – Why sales negotiations break down under pressure

00:24 – How discounting weakens your value proposition

00:52 – B2B sales strategy for protecting profit margin

01:15 – Using consultative selling to reinforce customer outcomes

01:42 – Nuggets of Value and the psychology of selling

02:00 – Sales leadership lessons on defending pricing confidently

You’ll learn:

- Why concession strategies reduce perceived value in B2B sales

- How to strengthen negotiation skills without damaging relationships

- Ways to reinforce value throughout the entire sales cycle

- Practical sales training methods for defending pricing with confidence

- How modern sales psychology influences pricing conversations

This episode is for B2B sales leaders, revenue executives, go to market teams, and professionals looking to improve execution, communication, and performance in modern B2B selling.

💡 Key Takeaways

- Discounting too early weakens positioning and trains buyers to expect concessions

- Strong value based selling starts long before the closing conversation

- Consistent communication reinforces trust and reduces pricing pressure

- Sales teams need commercial discipline to protect both margin and credibility

- Objection handling and negotiation role play improve pricing confidence in real conversations

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at www.globalperformancegroup.com

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales leadership is tested most when momentum drops, pressure rises, and teams lose confidence.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Ritu Nadkarni, Regional Business Director at Johnson & Johnson and former Senior Director of Sales at Alcon, to unpack the mindset, systems, and leadership habits behind sustainable high performance in modern B2B sales.

From simplifying execution to building customer centric selling cultures, Ritu shares practical frameworks for sales team motivation, agile leadership, and developing resilient teams that perform consistently without burnout.

She explains her “simplify, clarify, magnify” framework, why leaders must focus on impact over activity, and how authenticity builds trust in modern B2B selling.

🔗 Explore more insights: www.globalperformancegroup.com

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

⏱️ Timestamps:

00:00 – Why sales leadership matters most under pressure

01:30 – Ritu Nadkarni’s journey from marketing into B2B sales

06:50 – The “simplify, clarify, magnify” sales leadership framework

10:05 – How to simplify execution in B2B sales strategy

14:30 – The habits and mindset of top B2B sales performers

21:40 – Agile leadership, adaptability, and building resilient teams

In this episode of the B2B sales podcast, you’ll learn:

• How to rebuild momentum after difficult sales quarters

• Why high performing teams focus on impact instead of activity

• The leadership mindset behind trust based performance cultures

• How customer centric selling improves long term sales performance

This episode is for B2B sales leaders, revenue executives, go to market teams, and professionals looking to improve execution, communication, and performance in modern B2B selling.

💡 Key Takeaways

• Great sales leadership starts with simplifying priorities and removing noise

• Ritu’s “simplify, clarify, magnify” framework helps teams reset under pressure

• Top sales performers build confidence through preparation, repetition, and customer understanding

• Authenticity and customer centric selling create stronger trust and better performance

• Agile leadership requires curiosity, fast feedback loops, and consistent course correction

👤 About Guest

Ritu Nadkarni is a people first, customer focused commercial leader with 20+ years of experience across medical devices, biologics, vaccines, and vision care. Formerly Senior Director of Sales at Alcon, she now serves as Regional Business Director, Dermatology, at Johnson & Johnson Innovative Medicine. She is known for building high performing teams, leading product launches, and championing emotionally intelligent leadership, mentorship, and health equity.

Connect with Ritu Nadkarni on LinkedIn: https://www.linkedin.com/in/ritu-nadkarni/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at www.globalperformancegroup.com

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

🎙️ Want to Be a Guest on B2B Sales Trends?

We feature senior B2B sales leaders, commercial executives, and operators shaping modern go to market strategy.

If that’s you or someone you recommend, submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/

Sales culture is the hidden driver behind customer trust, enterprise sales performance, and long-term B2B growth.

In this episode of the B2B Sales Trends Podcast, Harry sits down with Liat Shentser, VP Solutions Engineering at SentinelOne, to unpack why culture is no longer a soft topic in modern B2B selling.

From cybersecurity sales and sales engineering to go to market strategy and customer trust, this conversation explores what actually creates alignment inside high performing teams.

Liat shares practical leadership frameworks, the psychology behind trusted advisor selling, and why elite B2B sales leadership starts with intent, clarity, and purpose.

🔗 Explore more at www.globalperformancegroup.com

⏱️ Timestamps:

00:00 – Why sales culture directly impacts revenue in B2B sales

02:36 – Customer trust and the future of enterprise sales

04:21 – Why sales engineering is now critical in cybersecurity sales

06:42 – The leadership principles behind high performance teams

10:23 – The three pillar framework for modern B2B selling

22:46 – Measuring sales culture through business performance metrics

This episode is for B2B sales leaders, sales engineers, go to market teams, and enterprise revenue operators who want to improve customer trust, sales culture, and high performance execution in modern B2B selling.

You’ll learn:

• Why sales culture is a measurable performance driver

• How solution engineers become trusted advisors in enterprise sales

• The role emotional intelligence plays in B2B sales leadership

• How customer trust reduces friction and shortens sales cycles

• Why go to market strategy should always start with the customer

💡 Key Takeaways

• Sales culture is not a soft skill initiative. It directly impacts win rates, retention, and customer trust.

• Modern sales engineering requires emotional intelligence, storytelling, and business outcome alignment, not just technical expertise.

• High performing go to market teams align around customer outcomes instead of internal KPIs.

• The strongest B2B sales leaders create intentional cultures built on clarity, focus, and vulnerability based trust.

• Enterprise sales success increasingly depends on human connection, even in an AI driven world.

👤 About Guest

Liat Shentser is the VP of Solutions Engineering at SentinelOne and a global technology leader with experience across cybersecurity, cloud transformation, and go to market leadership at companies including SentinelOne, Zscaler, Juniper Networks, and Cisco.

She is known for building high-performance sales engineering teams that connect technical innovation with customer trust, business outcomes, and modern enterprise growth.

Connect with Liat Shentser on LinkedIn: https://www.linkedin.com/in/liatshentser/

If this episode sparked new thinking, share it with your team.

🎧 Subscribe for weekly insights on modern selling, leadership, and performance.

🔗 Explore more at www.globalperformancegroup.com

📘 Get the 26 Sales Trends for 2026 report:

👉 https://globalperformancegroup.com/26-sales-trends/

🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders,

commercial executives, and operators shaping modern go-to-market strategy.

If that’s you - or someone you recommend - submit a short application here:

👉 https://globalperformancegroup.com/guest-submission/