118. Complex B2B Sales Strategy: Moving Beyond RFPs

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/ 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/