What Changed? Why Winning New Customers Feels Harder Than Ever

Episode #264: Tetiana Gorbunova, Chief Sales Officer at Jooble, introduces her sales leadership journey across multiple roles and transformations. She shares how leading more than 40 sales professionals requires focus, structure, and a clear team direction. She explains what it takes to operate across six countries while staying consistent in execution. She sets up the episode focus on what is changing in B2B sales and how leaders should respond.“Today, the level of certainty is gone. Instead of building rigid, linear plans, we now have to plan aggressively, but with built-in flexibility and lots of chip points and metrics because, as a C-level, it's our core responsibility to operate in uncertainty.” - Tetiana GorbunovaTetiana highlights how volatility, attention overload, and faster buying shifts are changing how teams win new customers. She recommends building flexible plans with clear checkpoints, running short tests to learn fast, and using real customer dialogue to stay relevant. She also explains why ICP clarity and saying no protect focus, delivery, and revenue.Follow Tetiana Gorbunova on LinkedIn Follow Steve MacDonald on LinkedIn