In this insightful episode of the B2B Sales Trends podcast, Oliver, Head of Growth Enablement at Dentsu, sheds light on the dynamic realm of revenue enablement and sales transformation. As the sales landscape evolves, Oliver explores the imperative of embracing a holistic revenue enablement approach, transcending traditional silos. He underscores the pivotal role of technology, skill development, and collaborative efforts between sales and marketing in fostering a comprehensive understanding of the end-to-end revenue process. 

Oliver shares his journey from computer science to psychology and leadership coaching, emphasizing the transformative power of coaching in sales. The episode concludes with a deep dive into effective behavior change interventions, the crucial support of executive management, and the top skills that set elite salespeople apart.

24. Holistic Revenue Enablement:  An Integration of Tech and Psychology

Lead generation isn’t dead — it’s evolving. In this episode of the B2B Sales Trends Podcast, Harry Kendlbacher sits down with Robert Karpovich, Global VP of Sales and Operations at Pharos IQ, to unpack how SDRs can cut through digital noise, build real conversations, and become the 2% that buyers actually remember.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:
– Why SDR as a Service is changing the way companies approach pipeline building
– How Conversational Selling outperforms outdated scripts
– What it really takes to create human connection in sales
– Why cold calling still works in a digital-first world
– How to train SDRs to thrive in uncomfortable moments

⏱ Timestamps
00:00 – Welcome + Robert Karpovich’s role at Pharos IQ
02:20 – What’s working in lead generation today (and the biggest mistakes)
05:10 – Training SDRs: why voice is the ultimate sales tool
08:45 – Building confidence: being comfortable being uncomfortable
11:30 – Is cold calling dead? Why real conversations cut through the noise
13:50 – The role of AI vs. human connection in sales

💡 Key Takeaways
- Lead generation has shifted: qualification scripts don’t work — conversations do.
- The best SDRs master free-flowing dialogue that uncovers pain points and builds trust.
- Cold calling isn’t dead; when done well, it’s one of the few tactics that cuts through digital clutter.
- Training is at the core: SDRs need relentless practice and coaching to succeed.
- The mindset of “run into the storm” — like the bison story Rob shares — defines resilience in sales.

👤 About Guest
Robert Karpovich is the Global VP of Sales and Operations at Pharos IQ, where he leads sales development and operational strategy. With deep expertise in building and scaling SDR functions, Robert helps organizations modernize their prospecting approach and create meaningful buyer conversations.
Connect with Robert on LinkedIn: https://www.linkedin.com/in/robert-karpovich-a7aa7585/

📣 CTA
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75. Lead Generation Reinvented: Inside the SDR Engine with Robert Karpovich

Sales performance is evolving fast - and in the age of AI, elite teams need more than just strategy. They need culture, coaching, and customer readiness. In this episode of B2B Sales Trends, Harry Kendlbacher sits down with Justin Geib, Regional VP NEMA at Dynatrace (formerly at Dell Technologies), to explore how top leaders are building high-performing sales cultures that thrive in a world where AI reshapes every customer interaction.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:
– Why hiring and retaining A-players is about more than résumés
– How sales coaching and culture fuel elite team performance
– Where AI helps sellers win - and where the human edge still matters
– Why customers are more prepared than ever (and how to stay ahead)

76. The Age of AI and Sales Performance: Building Elite Teams with Justin Geib

The healthcare sales process is more complex than ever — with AI committees, long sales cycles, and multiple stakeholders shaping every deal. In this episode of the B2B Sales Trends Podcast, Harry Kendlbacher sits down with Stacy Faught, National Director of Sales and Marketing, North America, Clinical Decision Support Products at Beckman Coulter Diagnostics, to explore how elite sellers build trust and relationships at every level to win in today’s environment.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:

- How to build multi-level “zipper relationships” that protect your deals
- Why AI in healthcare sales adds new complexity to the buying process
- How to balance patience and persistence in long sales cycles
- The role of value selling and storytelling in closing critical opportunities
- Stacy’s best sales tips for thriving in a VUCA environment

⏱️ Timestamps

00:00 – Introduction: Harry welcomes Stacy Faught to discuss the healthcare sales process
02:10 – Why AI committees make healthcare sales more complex
05:02 – How long sales cycles impact sellers and customers
07:20 – Patience vs. persistence: sales tips for navigating hospital buying
08:45 – Button vs. zipper: how to build relationships at every level
12:03 – Thriving in uncertainty: VUCA tolerance in healthcare sales
16:08 – Top 3 qualities of elite sellers: listening, value selling, storytelling

💡 Key Takeaways

- AI adoption in hospitals introduces new committees and adds layers to the sales process.
- Elite sellers create zipper relationships instead of relying on a single champion.
- Compassion and empathy are essential when buyers face long, frustrating sales cycles.
- Value selling and storytelling build the emotional connection that closes deals.
- Resilience and VUCA tolerance are what separate top sales performers.

👤 About Guest

Stacy Faught is National Director of Sales and Marketing, North America, Clinical Decision Support Products at Beckman Coulter Diagnostics. With over 20 years of experience in healthcare sales and marketing, Stacy specializes in guiding hospitals through complex buying processes, AI adoption, and building elite sales teams that win.

Connect with Stacy Faught on LinkedIn: https://www.linkedin.com/in/stacy-faught-b601905/

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

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77. The Healthcare Sales Process: How to Build Relationships at Every Level

Your Ideal Customer Profile (ICP) isn’t something you define once and forget. It’s a living, breathing strategy that evolves with your customers, your data, and your frontline experience.

In this episode of the B2B Sales Trends Podcast, host Harry Kendlbacher speaks with Shaun Scott, Chief Revenue Officer at Aptia Group, about how great sales leaders make their ICP dynamic, actionable, and relevant — and how to turn that clarity into consistent team performance.

Shaun shares how Aptia’s team keeps its ICP grounded through constant feedback loops with sellers, clients, and broker partners — turning market insight into day-to-day sales behavior.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:
• How to align your ICP with real buyer behavior, not internal assumptions
• Why top sellers treat their ICP as a guide, not a gate
• The mindset shift from “strategy decks” to frontline execution
• How discipline, urgency, and self-reflection define elite performers
• The three traits Shaun looks for in every top sales hire

💡 Key Takeaways

- Your ICP is a living strategy — keep refining it as customers evolve.
- Coaching with clarity builds stronger, more autonomous teams.
- Urgency and discipline drive consistent sales results.
- Sales leadership isn’t about control; it’s about alignment and trust.
- The best sellers reflect, learn, and adapt constantly.

👤 About Guest

Shaun Scott is the Chief Revenue Officer at Aptia Group, a global provider of benefits administration and pension solutions serving over 7 million lives across the US and UK. With more than 25 years in B2B sales and leadership, Shaun helps organizations operationalize strategy, build high-performing teams, and stay relentlessly focused on customer outcomes.

78. How to Keep Your ICP Alive | Shaun Scott on Building a Living Sales Strategy

What does it take to lead with clarity inside one of the world’s most successful sales organizations?

In this episode of the B2B Sales Trends Podcast, host Harry Kendlbacher speaks with Jake Mannino, Global Sales Director at Microsoft, about how today’s leaders can stay grounded, consistent, and emotionally intelligent in a rapidly changing world.

Jake shares how Microsoft’s sales culture emphasizes discipline, presence, and clarity — helping teams perform at their best while staying connected to purpose and people.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:
• How clarity builds confidence and alignment across global teams
• Why daily routines and presence matter more than ever
• How emotional intelligence drives better results
• What keeps Microsoft’s sales culture resilient under pressure
• The top habits of high-performing sales leaders

⏱ Timestamps
00:00 – Welcome + Meet Jake Mannino, Global Sales Director at Microsoft
03:15 – What clarity really means in leadership
07:10 – Staying grounded through routine and reflection
12:00 – Emotional intelligence and leading through change
17:45 – Building consistency in Microsoft’s global sales culture
24:30 – Jake’s top 3 traits of elite sales professionals

💡 Key Takeaways
- Clarity is the anchor of great leadership.
- Grounded routines create calm in fast-paced environments.
- Emotional intelligence is a performance multiplier.
- Consistency and transparency build trust across teams.
- Leadership starts with self-management and awareness.

👤 About Guest
Jake Mannino is the Global Sales Director at Microsoft, where he leads enterprise sales and transformation initiatives across global markets. With a background that spans Microsoft, Cisco, and entrepreneurship, Jake helps teams achieve clarity, alignment, and consistent performance through grounded leadership.

Connect with Jake on LinkedIn: https://www.linkedin.com/in/jakemannino/

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

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🔗 Explore more at www.globalperformancegroup.com

79. Leading with Clarity: Inside Microsoft’s Sales Culture with Jake Mannino

Forecasting accuracy isn’t just a numbers game — it’s a people game. In this episode of B2B Sales Trends, Harry Kendlbacher sits down with Katharina Bucerius-Rauch, VP Global Sales & Customer Operations at Renesas Electronics, to explore how aligning sales and operations creates predictable performance and trusted customer relationships.

🔗 Explore more insights: www.globalperformancegroup.com

You’ll learn:
– Why cross-functional collaboration is key to accurate forecasting
– How Renesas turns raw data into meaningful, actionable insights
– The habits that make elite salespeople transparent and predictable
– What “Plan B thinking” looks like in global operations
– How trust and communication drive both sales and forecasting success

⏱ Timestamps
00:00 – Weekly risk reviews and Plan B thinking at Renesas
03:10 – Forecasting challenges in complex supply chains
04:40 – How sales and operations align to improve forecasting accuracy
09:15 – Turning data into insightful sales decisions
12:30 – Cross-functional communication and execution in action
14:55 – Building trust through transparency and delivery

💡 Key Takeaways

- Better forecasting starts with alignment between sales and operations.
- Transparency and communication build predictability across teams.
- Data matters only when translated into meaningful action.
- Trust is earned through consistency and clear communication.
- Elite salespeople balance technical expertise with emotional intelligence and follow-through.

👤 About the Guest

Katharina Bucerius-Rauch is the VP Global Sales & Customer Operations at Renesas Electronics, where she leads a global team responsible for revenue management, demand planning, and forecasting excellence. Known for bridging sales and operations through data-driven decision making and transparent leadership, she helps Renesas achieve predictable performance in an unpredictable market.

Connect with Katharina on LinkedIn: https://www.linkedin.com/in/katharina-bucerius-rauch-18304913/

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

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🔗 Explore more at www.globalperformancegroup.com

80. How Renesas Drives Predictable Growth Through Data & Trust

Breaking out of commodity selling is now a leadership challenge - not a pricing one. In this episode, we explore how modern sales teams reframe connectivity from a cost line item into a mission-critical value driver across the Internet of Things (IoT).

🔗 Explore more insights: www.globalperformancegroup.com

Timestamps
00:00 – Why connectivity is no longer “just a commodity” in IoT
03:45 – Reframing from gigabytes to business outcomes
07:20 – Sales leadership behaviors that break commodity selling
12:40 – Global scalability, connectivity, and long-term value
18:10 – Incentives, culture, and leadership accountability
24:30 – The top traits of elite sellers in modern IoT markets

The future of B2B selling belongs to those who can shift the conversation from features to impact. In this episode, Harry Kendlbacher sits down with Benjamin Bastians, Chief Commercial Officer at Deutsche Telekom IoT, to unpack how global sales teams can transform the way they sell connectivity, create customer outcomes, and build a culture that scales.

You’ll learn:
– How salespeople reframe connectivity from commodity to value
– Why incentives, coaching, and culture drive real behavior change
– How global collaboration strengthens enterprise IoT deals
– The top traits elite sales professionals need right now

💡 Key Takeaways
• Connectivity becomes mission-critical in IoT - but only if sellers position it that way.
• Sales leadership must model outcome-based conversations, not technical specs.
• Incentives shape culture: you can’t expect new behavior with old compensation.
• Collaboration across global teams is now a core sales advantage.
• Curiosity, resilience, and an ecosystem mindset define elite sellers today.

📘 About Guest
Benjamin Bastians is the Chief Commercial Officer at Deutsche Telekom IoT (DTIoT), leading global sales for one of the world’s most advanced connectivity organizations. Known for transforming how teams sell mission-critical IoT solutions, he focuses on outcome-based engagement, global scale, and cross-team collaboration.
Connect with Benjamin on LinkedIn: https://www.linkedin.com/in/benjaminbastians/

If this episode sparked new thinking, share it with your team.
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🔗 Explore more at www.globalperformancegroup.com

81. IoT: Breaking Out of Commodity Selling

Informed buyers believe they don’t need sellers - and in many cases, they’re right. In this episode, Sarah Branfman, Global VP of ISV Sales & GTM at Databricks, explains how buying behavior has fundamentally shifted, why traditional selling fails in complex B2B sales, and what elite sellers must do to create value buyers can’t get on their own.

Explore more insights: www.globalperformancegroup.com

Timestamps:
00:00 – “We don’t need a rep anymore.” The hard truth
02:45 – From ballerina to VP: Sarah’s nonlinear career path
06:18 – The rise of the informed buyer in complex B2B sales
09:40 – How modern buyers want to buy (and why sellers resist it)
12:52 – Comfort-zone selling and losing deals you could have won
18:10 – Value-based selling, decision-making psychology, and the cost of inaction
20:55 – Ruthless qualification vs. the hope-based pipeline
26:30 – Discovery never ends: re-qualifying through the buying journey
29:02 – Provocative questioning and generating unconsidered needs
33:40 – The 3 traits of elite sellers: drive, curiosity, coachability

Modern selling isn’t about pressure — it’s about enabling informed decision-making through sharper sales discovery, stronger sales enablement, and real business insight. In this episode, Harry Kendlbacher sits down with Sarah, to explore the mindsets and behaviors top sellers use to stay relevant and win in today’s complex B2B landscape.

You’ll learn:
– Why buyers feel they don’t need sellers
– How to win them back with insight-driven conversations
– How elite sellers qualify and re-qualify throughout the buying journey
– How decision-making psychology and cost of inaction shape urgency

Key Takeaways:
• Buyers aren’t distrustful — they’re independent. Sellers must add value beyond what buyers can research or ask AI.
• In complex B2B sales, discovery and qualification never end — every new stakeholder resets the process.
• The cost of inaction is often a stronger driver of urgency than ROI.
• Value-based selling works only when sellers provoke new insights buyers haven’t considered.
• Elite sellers share three traits: relentless drive, deep curiosity, and coachability.

About Guest:
Sarah Branfman is the Global VP of ISV Sales & Go-To-Market at Databricks, where she leads strategic partnerships with the world’s leading software and data companies. With deep experience in hyper-growth environments like MongoDB and Databricks, Sarah brings a modern, practical perspective on selling to the informed buyer in complex B2B environments.
Connect with Sarah on LinkedIn: https://www.linkedin.com/in/sarahbranfman/

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

82. Why Buyers Don’t Need Sellers - And How to Win Them Back in Complex B2B Sales

Most sales leaders start with the comp plan - but the smartest start with strategy.
In this episode of the B2B Sales Trends Podcast, host Harry Kendlbacher sits down with Jahangir Iqbal, VP of Central Operations and Sales Compensation at Palo Alto Networks, to unpack how strategic sales compensation can activate your GTM strategy, drive the right behaviors, and inspire sales teams to perform with clarity and purpose.

🔗 Explore more insights: globalperformancegroup.com
Timestamps:
 00:00 – Why GTM strategy should come before comp design
 03:45 – How Microsoft and AWS aligned compensation with transformation
 07:20 – The power of simplicity and focus in sales compensation
 11:35 – Using data and strategic thinking to refine comp plans
 16:00 – Rewarding outcomes, not activities, to boost sales team performance
 19:45 – How AI is reshaping compensation and go-to-market strategy

Jahangir shares lessons from leading global sales organizations at Microsoft, AWS, and Palo Alto Networks - showing how a well-designed comp plan can transform how companies execute their go-to-market strategy. From data-driven decision-making to AI-powered comp design, this episode offers a masterclass in strategic thinking and modern sales leadership.

You’ll learn:
 – Why every great GTM strategy begins with clear behavioral alignment
 – How to use comp plans to reinforce long-term goals, not short-term activity
 – What data and feedback loops reveal about comp plan effectiveness
 – How strategic thinking drives simplicity and high performance in sales teams

💡 Key Takeaways
– Great GTM strategies start with focus - then comp plans bring them to life.
 – Simplicity in sales compensation drives clarity and results.
 – Rewarding outcomes over activities creates elite sales teams.
 – AI will revolutionize how companies design and test comp plans.
 – Strategic thinking bridges leadership vision and front-line motivation.

👤 About Guest
Jahangir Iqbal is the VP of Central Operations and Sales Compensation at Palo Alto Networks. With leadership experience at Microsoft and AWS, he’s recognized for transforming sales organizations through data-driven compensation strategy and operational excellence. His work combines analytics, behavioral design, and strategic thinking to power global sales success.
 Connect with Jahangir on LinkedIn: https://www.linkedin.com/in/jahangiriqbal/

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


83. How a Smart Comp Plan Powers Your GTM Strategy

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.

24. Holistic Revenue Enablement: An Integration of Tech and Psychology

B2B Sales Trends

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