116. Why Most B2B Deals Stall Before They Even Start

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/