B2B Sales Trends

Complex B2B sales is broken, and outcome based selling is the shift most teams are still missing. In this episode, we unpack why traditional RFP-driven selling fails and how modern sales and go-to-market strategy are evolving.

Harry sits down with Karan Chetal, Global Chief Growth Officer at Monks, to explore how leading organizations are moving from benchmarking and pitching to co-creation, trusted advisor selling, and real business outcomes. If you're in b2b sales, sales leadership, or building a modern GTM strategy, this conversation will challenge how you think about winning deals.

📘 Get the 26 Sales Trends for 2026 report:

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

⏱️ Timestamps:

00:00 – Complex B2B sales: why RFPs fail today

03:30 – AI in sales & shifting to outcome based selling

06:00 – Go-to-market strategy: from horizontal to vertical GTM

09:00 – Why buyers care about outcomes, not solutions

13:00 – RFP vs co-creation in complex b2b sales

18:30 – Trusted advisor selling & winning without benchmarking

You’ll learn:

– Why RFP processes hurt your b2b sales strategy

– How outcome based selling changes client conversations

– What modern sales leadership must shift in GTM strategy

– How AI in sales is accelerating decision-making and expectations

💡 Key Takeaways

- RFPs are often benchmarking exercises - not real buying decisions

- In complex B2B sales, outcomes matter more than capabilities

- Co-creation with clients dramatically increases win probability

- AI is accelerating the shift toward faster, outcome-driven decisions

- Trusted advisor positioning is now a requirement - not a differentiator

About Guest

Karan Chetal is Global Chief Growth Officer at Monks. Known for driving large-scale transformation and growth, he helps organizations align go-to-market strategy with outcome based selling and AI-driven innovation.

Connect with Karan Chetal on LinkedIn: https://www.linkedin.com/in/karan-chetal-490639134/

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

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Employee retention strategies and sales growth strategies are more connected than most leaders think - and getting this wrong is costing you revenue. Fixing employee turnover is the fastest path to sustainable growth in B2B sales.

The future of B2B selling isn’t about pushing harder - it’s about removing friction. This conversation explores how leaders can build scalable systems, improve retention, and win in today’s complex buying behavior environment.

In this episode of the B2B Sales Trends Podcast by Global Performance Group, Harry sits down with Chris Kowalewski, Chief Growth Officer at Compass Group, to explore why leadership, sales organization design, and simplification - not more pressure - drive long-term growth.

📘 Get the 26 Sales Trends for 2026 report:

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

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

⏱️ Timestamps:

00:00 – The real problem behind employee turnover in B2B sales

03:30 – Why sales organization design drives sales growth strategy

08:15 – Employee retention strategies that reduce turnover

13:40 – Simplifying processes to improve B2B sales performance

18:20 – Leadership, complexity, and sustainable growth

27:10 – Modern buying behavior and multi-stakeholder B2B selling

You’ll learn:

– How to reduce employee turnover in sales teams

– Why simplification beats adding more tools and processes

– What modern buying behavior means for B2B sales strategy

– How leadership impacts long-term growth and performance

💡 Key Takeaways

- High employee turnover is usually a system design problem—not a hiring problem

- Sales growth strategy improves when you remove friction, not add pressure

- The best teams shift support work away from sellers to increase selling time

- Sustainable growth comes from retention, tenure, and continuous simplification

- Modern B2B buying behavior requires lower risk and better stakeholder alignment

About Guest

Chris Kowalewski is Chief Growth Officer at Compass Group, where he has driven over $20B in organic growth by redesigning sales organizations for performance and scale. He’s known for reducing employee turnover from 20%+ to under 6% and building high-performance teams through a people-first, simplicity-driven approach to leadership.

Connect with Chris Kowalewski on LinkedIn: https://www.linkedin.com/in/chris-kowalewski/

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

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

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📘 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/

Enterprise sales is shifting - and outcome-based selling is now the difference between stalled deals and real business impact. In this episode, we break down how modern B2B sales teams must move beyond products to outcomes.

The future of B2B selling isn’t about features - it’s about outcomes. Harry sits down with Matt Leighton, VP Enterprise Sales EMEA at TeamViewer, to explore how enterprise sales teams can break out of commodity conversations and lead with real business impact.

📘 Get the 26 Sales Trends for 2026 report:

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

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

⏱️Timestamps:

00:00 – Enterprise sales shift: from product to outcome-based selling

03:45 – TeamViewer’s evolution and value-based selling approach

09:10 – The confidence gap in tech investments (b2b sales strategy)

15:00 – From reactive to proactive selling in B2B sales

22:40 – Sales coaching techniques to build consistent performance

29:30 – Sales leadership lessons: what top performers do differently

You’ll learn:

– How to shift from value-based selling to true outcome-based selling

– Why most enterprise deals stall before they ever become real decisions

– How sales coaching and leadership drive consistent performance

– What it takes to engage C-suite buyers with confidence

💡 Key Takeaways

- Most deals don’t fail at the end - they fail because the problem was never strong enough to drive action.

- Outcome-based selling reframes conversations from product features to measurable business impact.

- Leading with price immediately weakens your position and commoditizes your offer.

- Proactive, insight-led selling is replacing reactive, transactional approaches in modern B2B sales.

- Coaching, consistency, and mindset shifts are critical to sustaining high performance.

👤About Guest

Matt Leighton is VP of Enterprise Sales, EMEA at TeamViewer. A builder of high-performing sales teams with over 25 years in tech, he has led and transformed enterprise sales organizations across SaaS, cloud, and software—shaping teams at companies like IBM and Salesforce.

Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthew-leighton/

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/

📘 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 pipeline management is quietly destroying your win rates in B2B sales - and most teams don’t even realize it. In this episode, we unpack how to create urgency in sales, improve sales qualification, and fix the hidden issues causing deals to stall.

The future of B2B selling isn’t about pushing harder - it’s about qualifying smarter. Harry breaks down why most deals don’t fail because of competition, but because they should never have been in the pipeline to begin with.

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

📘 Get the 26 Sales Trends for 2026 report:

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

⏱️Timestamps:

00:00 – Sales pipeline management: what’s really killing win rates

01:10 – Why 60% of deals end in no decision (sales qualification gap)

02:30 – Sales discovery: why surface-level sales questions fail

03:50 – How to create urgency in sales through risk & outcome

05:20 – Sales leadership: raising standards and disqualifying deals

06:40 – Sales process improvement: fixing pipeline for better forecasting

You’ll learn:

– Why weak sales qualification leads to “no decision” deals

– How better sales discovery creates urgency and movement

– What high-performing B2B sales teams do differently in their sales process

– How to improve sales pipeline management for predictable growth

💡 Key Takeaways

- Most lost deals aren’t lost to competitors - they end in “no decision” due to weak qualification

- High-performing teams qualify problems, not just accounts

- Urgency comes from connecting decisions to risk or outcome, not features

- Surface-level sales discovery leads to comparison, not action

- Disqualifying early improves win rates, forecasting accuracy, and deal velocity

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/

📘 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/

B2B sales is changing fast - and AI in sales is raising the bar for every seller. Roli Agrawal of NTT Data explains how modern enterprise sales, complex B2B deals, and evolving buyer behavior are reshaping how sellers create value in today’s market.

The future of B2B selling isn’t about pushing harder - it’s about helping buyers think better. Host Harry speaks with Roli about how AI in sales, sales enablement, and sales leadership are redefining how high-performing teams navigate complex decisions and win enterprise deals.

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

📘 Get the 26 Sales Trends for 2026 report:

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

⏱️Timestamps

00:00 – Why B2B sales is getting harder in complex enterprise sales cycles

04:30 – How enterprise sales buying behavior has changed

07:48 – Rethinking discovery in modern consultative selling

10:14 – Why complex B2B deals are lost to indecision

17:13 – The real impact of AI in sales on sellers and buyers

24:18 – Sales leadership and sales transformation in modern organizations

You’ll learn:

– Why modern B2B sales strategy must adapt to new buying behavior

– How AI in sales is changing seller expectations

– Why complex enterprise deals stall - and how to move decisions forward

– How sales coaching and sales leadership drive real sales transformation

💡 Key Takeaways

- Complex B2B deals are often lost to indecision, not competitors - because organizations struggle to align stakeholders.

- Modern sellers must move from information sharing to hypothesis-led discovery to create real buyer value.

- AI in sales raises the bar - sellers must rely more on judgment, context, and decision guidance.

- Winning enterprise sales requires helping buyers navigate uncertainty and competing priorities.

- Real sales transformation happens through leadership, coaching, incentives, and role modeling - not strategy decks.

About Guest

Roli Agrawal is Chief of the CEO Office, AI Strategy and Sales Transformation at NTT Data. She leads global initiatives helping organizations adapt their enterprise sales strategy, sales enablement, and AI adoption in complex B2B environments.

At NTT Data, Roli works at the intersection of AI in sales, sales leadership, and sales transformation, helping global teams navigate increasingly complex buying environments and enterprise decision systems.

Connect with Roli Agrawal on LinkedIn:

https://www.linkedin.com/in/roli-agrawal-1347914/

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

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

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📘 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/

ales leadership and sales pipeline management determine whether B2B teams create real revenue growth - or simply stay busy. In this episode of the B2B Sales Trends Podcast, Andreas Hammer shares why many sales organizations work harder than ever yet still struggle to deliver consistent results.

Host Harry sits down with Andreas Hammer, SVP Global Sales at YAGEO Group, to explore how modern sales leaders turn strategy into execution. From customer prioritization and pipeline discipline to leadership mindset shifts, Andreas explains how focused sales management drives long-term growth.

This conversation unpacks the leadership decisions that shape high-performing B2B sales teams- and why the most effective leaders stop measuring activity and start managing impact.

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

📘 Get the 26 Sales Trends for 2026 report:

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

⏱️Timestamps

00:00 – Why most B2B sales teams stay busy but miss revenue growth

02:00 – Modern sales leadership challenges in B2B sales organizations

04:05 – Prioritizing customers: key account management vs small deals

07:20 – Sales strategy and forward-looking pipeline generation

09:35 – The role of sales forecasting, KPIs, and pipeline metrics

16:45 – Leading long-term sales transformation and coaching teams

You’ll learn:

– Why being busy is not a sales strategy

– How leaders prioritize customers for real revenue growth

– The role of sales pipeline management in scaling B2B organizations

– How great leaders move from “super seller” to strategic coach

💡 Key Takeaways

• Sales teams often confuse activity with progress—true sales leadership focuses time on the highest-impact opportunities.

• Strategic sales pipeline management requires a forward-looking view of customer potential, not just past revenue performance.

• Clear KPIs and consistent reviews are essential to turning sales strategy into daily execution.

• Long-term sales transformation requires coaching, communication, and new habits across the organization.

• The best sales leaders stop acting like “super account managers” and focus on developing their teams.

About Guest

Andreas Hammer is SVP Global Sales at YAGEO Group, a global leader in electronic components. Known for building high-performing global sales organizations, Andreas specializes in sales strategy, pipeline management, and scalable B2B revenue growth.

Connect with Andreas Hammer on LinkedIn:

https://de.linkedin.com/in/andreas-hammer-21a5221

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/

📘 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/

Business pain points in complex B2B deals often stem from misalignment between direct sellers, partners, and the wider customer ecosystem - not from the product itself. In this episode, we examine how B2B sales strategy, leadership skills, and customer centricity influence whether enterprise opportunities move forward or stall.

On the B2B Sales Trends Podcast, Harry speaks with John Carey, SVP Global Channels at SAS, about how leading organizations structure collaboration between direct sales teams and partners to solve meaningful customer challenges.

John shares practical perspectives on navigating channel conflict, clarifying ownership in hybrid sales environments, and building the trust and alignment required to execute complex enterprise deals successfully.

You’ll learn:

– Why unclear ownership creates hidden business pain points in enterprise deals

– Why clear account segmentation is the starting point for effective partner engagement

– The leadership skills required to run a successful partner ecosystem

– Why customer centricity must guide collaboration across the sales and partner ecosystem

⏱ Timestamps

00:00 – Why business pain points often come from partner misalignment

01:27 – John Carey on leading global channels at SAS

04:01 – The real pressure behind modern B2B sales strategy

05:50 – A real-world example of channel conflict in enterprise deals

10:09 – Customer centricity as the foundation of partner collaboration

15:05 – Sales enablement: segmentation and partner role clarity

30:15 – Leadership skills top performers use to close complex deals

💡 Key Takeaways

- Alignment beats ownership. Modern enterprise deals require coordinated ecosystems of sellers, partners, and technical teams.

- Segmentation drives clarity. Clear account segmentation determines which partners should be involved and why.

- Customer centricity is the anchor. When every stakeholder aligns around customer outcomes, channel conflict decreases dramatically.

- Great sellers actively test whether their deals will fail early to improve forecasting and focus on real opportunities.

- Trust plus technical capability wins. Partners succeed when they combine relationship credibility with implementation expertise.

About Guest

John Carey is SVP of Global Channels at SAS, where he leads global partner strategy and ecosystem development. Known for building high-impact partner programs, he helps organizations align direct sales teams, channel partners, and technical experts to deliver complex enterprise solutions.

Connect with John Carey on LinkedIn: linkedin.com/in/johnmichaelcarey

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

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

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📘 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.

Submit a guest application here:

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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.

📘 Get the 26 Sales Trends for 2026 report:

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

⏱ 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/

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

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

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📘 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 and GTM executives shaping modern sales strategy.

Submit an application:

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Why B2B deals stall isn’t about competition - it’s about buyer indecision.

Consultative selling, value-based selling, and traditional B2B sales strategy fail when sellers focus on solutions instead of driving buyer decisions.

Harry breaks down why sales momentum disappears even in engaged deals. Buyers don’t go quiet because they lack information - they stall because they haven’t resolved the consequences of change. When the cost of inaction isn’t made explicit, doing nothing feels rational.

For sales leadership teams, sales coaching cultures, and anyone serious about modern B2B selling, this is a reset on how to create urgency without pressure.

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

⏱ Timestamps

00:00 – Why B2B deals stall

02:10 – Why consultative selling alone isn’t enough

04:30 – Outcome-based selling vs solution selling

07:45 – Stakeholder management at senior level

10:20 – Sales discovery questions that surface business pain points

13:40 – Creating sales momentum by clarifying the cost of inaction

You’ll learn:

– Why sales momentum comes from resolution, not excitement

– How to elevate sales discovery beyond surface business pain points

– What outcome-based selling requires in senior stakeholder conversations

– How to surface the cost of inaction without damaging trust

💡 Key Takeaways

- Buyers don’t disappear because of competition. They stall because indecision feels safer than change.

- Reassurance does not resolve hesitation. Strategic clarity does.

- Value-based selling only works when tied to financial and strategic consequences.

- Stakeholder management requires moving conversations to trade-offs and timing - not features.

- The real role of consultative selling is facilitating decisions, not presenting solutions.

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/

📘 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/

Enterprise sales strategy today isn’t about louder pitches - it’s about trust. Jan Duthoo (CRO EMEA, SAP SuccessFactors) explains how embedding customer references into every stage of the sales process can transform win rates, accelerate sales performance, and strengthen customer retention strategy.

In this episode of B2B Sales Trends, Harry speaks with Jan about building a repeatable, reference-driven enterprise sales strategy. Rather than using references as a late-stage tactic, Jan shares how his teams embed them across the full sales funnel - from cold outreach to legal negotiations.

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

⏱ Timestamps

00:00 – Why enterprise sales has become harder

04:50 – Turning customer advocacy into enterprise sales strategy

09:30 – How references shorten sales cycles & improve sales performance

15:10 – Using storytelling in sales enablement and relationship selling

24:40 – Coaching sales leadership to build reference habits

38:40 – The 3 skills that separate elite enterprise sellers

You’ll learn:

– How to operationalize customer advocacy inside your sales enablement motion

– Why reference selling improves sales process optimization and sustainable revenue

– How strong customer retention strategy fuels new enterprise sales

– The leadership behaviors that build trust at scale

💡 Key Takeaways

- Customer references should be embedded across the full enterprise sales strategy - not saved for the final negotiation.

- Reference-driven selling increases win rates and shortens sales cycles by shifting the conversation from features to outcomes.

- Sales leadership must model the behavior: build your own reference stories and lead by example.

- Sustainable revenue and 90%+ renewal rates are reinforced by consistent customer touchpoints.

- Elite enterprise sellers master three things: listening deeply, building domain content expertise, and maintaining disciplined pipeline management.

👤 About the Guest

Jan Duthoo is Chief Revenue Officer EMEA at SAP SuccessFactors, leading one of the largest HR cloud portfolios globally. He oversees sales, pre-sales, value advisors, business development, and customer success teams across a highly complex international region.

Jan specializes in building high-performance enterprise sales organizations focused on customer advocacy, sales enablement, and long-term sustainable revenue.

Connect with Jan Duthoo on LinkedIn:

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

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/

📘 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/