How to Win RFPs in B2B Enterprise — with Kristina Nolan (HubSpot)

What an RFP reveals about a buyer often hides in plain sight. Kristina Nolan, Proposal Strategy Manager at HubSpot, knows what to look for.In this episode of the stargazy brief, Kristina draws on a career spanning operations, finance, and revenue execution to unpack what makes proposal teams a strategic asset, not an internal print shop. She and Christina Carter cover signal-reading inside an RFP, qualification discipline, the limits of AI in proposal writing, and why executive sponsorship changes deal economics.Highlights:✹ Why no-go rate matters more to a CRO than win rate✹ How to read competitor language and procurement signals in an incoming RFP✹ The 80/30 gap: AI gets you compliant, not compelling✹ How HubSpot uses executive sponsorship and title-matching on RFP deals✹ Why proactive, prescriptive proposals are the offensive capability most teams ignoreBeyond the metric debate, Kristina explains how AI is moving the proposal function from defensive responder to offensive prospector, and how proposal leaders can earn the trust and resourcing they need from revenue leadership.For revenue leaders, proposal directors, and practitioners who want to think about RFPs as commercial discipline.