The Sales Strategist Podcast

We've consolidated everything into one channel: The Sales Strategist Podcast is now all in one place. Same conversations, same guests, International and Italian. Follow us here:Spotify: https://open.spotify.com/show/5XvTD8vtePxbxsSjIzRx05Apple Podcasts: https://podcasts.apple.com/us/podcast/the-sales-strategist-podcast/id1812655736YouTube: https://www.youtube.com/@TheSalesStrategistPodcastTSSSpreaker: https://www.spreaker.com/podcast/the-sales-strategist-podcast--5141609

Most revenue teams have more tools, more data, and now more AI than ever before.So why does execution still break down under pressure?That is one of the core tensions behind 'The Era of Precision Growth in B2B: A GTM Motion Powered by Data', part of the 2026 Growth Imperatives created with leaders across Trilliad, Sercante, and Sandler.Because the problem is no longer access to information.The problem is turning that information into execution that actually sticks.Training happens.Enablement gets rolled out.AI gets added.But too often, sellers still fall back into old behaviors.Managers detect it late.And leaders still struggle to prove whether all this investment is improving performance or just increasing activity.That is why this conversation matters.In this episode of The Sales Strategist, I sit down with Seth Marrs, Chief Strategy Officer at Sandler, to unpack that exact shift: from efficiency to effectiveness, from one-off training to sustained execution, from enablement participation to financial proof... and way more.

Sales teams are not short on tools: they’re short on execution that actually sticks.For years, the promise of sales tech was simple:more data, more visibility, more control.But what most teams got instead was more admin, more layers, and more noise.So the real question is no longer: "Do we have enough information?"It’s: "Why does all this information still fail to produce better execution?"In this episode of The Sales Strategist podcast, I sit down with Justin Shriber, CEO & Co-Founder at Terret, to unpack that exact problem : from manual revenue work to fragile forecasts, and from insight overload to the missing execution layer.

Getting a meeting isn’t the hard part anymore.Getting a meaningful meeting is.Executives receive constant outreach, calendars are saturated, and too many first meetings feel exactly the same: generic discovery calls with very little real value.So the real challenge for modern sellers is simple:Why should an executive spend time with you?In this episode of The Sales Strategist, I sit down with Andrew Kaufmann, founder of Time to Give Network and a former enterprise sales leader with more than 25 years of experience.We talk about:why executive access has become harder than everwhy many first meetings have lost leveragewhat actually makes an executive want to take a meetingand how creating a real value exchange changes the dynamic entirelyIf you work in sales leadership or enterprise selling, this conversation will make you rethink how you earn time with buyers.

AI didn’t kill SaaS, it killed lazy sales motion.For years, software companies operated in a market where buyers tolerated short cycles, per-seat pricing, subscription-first thinking, and order-taking sales teams.That world is gone.In this episode of The Sales Strategist, I sit down with Tal Paperin to unpack why this shift is structural and what it really means for founders, CROs, and sales teams. We talk about:what has actually changed on the buyer sidewhy adding more tools and AI often makes things worsewhy “value” has become an empty word in saleswhat a real competitive moat looks like when products can be clonedand whether traditional sales playbooks are reaching their limitIf you’re building or leading a SaaS company, this conversation will force you to rethink how you sell, not just what you sell.

In sales, “good enough” rarely looks like failure.It looks like acceptable.And that’s exactly why it’s dangerous.In today’s episode of The Sales Strategist, I sat down with David Brock to unpack what happens when teams normalize the bare minimum and how excellence is built through small, daily choices.We talk about:👉 personal accountability (and why micromanagement quietly kills it)👉 discipline and motivation👉 why people knowingly stay stuck at “good enough”👉 and what leaders can do to hire, coach, and reinforce excellence consistentlyIf you lead a sales team or you’re serious about your own growth, this one will challenge you in the best way.

We live in a world of endless noise, with attention spans shrinking by the day.In this environment, clarity isn’t just a nice-to-have.It’s your biggest competitive advantage.That’s exactly what I discussed with James Newell, author of CLEAR Sales Message: a book that’s as straightforward as its title.We talked about:👉 Why clarity is the missing skill in most sales conversations.👉 How it’s evolved in the age of AI and “information overwhelm.”👉 And what practical steps sales professionals can take to communicate with more impact in 2025.A masterclass in cutting through the noise and selling with purpose.

Everyone says hiring great sales talent is hard.But as Tony Pearson points out, the real problem might be how we’re trying to do it.After more than 20 years, 5,000 interviews, and 500 hires, Tony knows the interview isn’t the best predictor of success.It’s polished, it’s rehearsed, and it rarely shows how someone thinks, reacts, or behaves when things get tough.So how do you fix something so broken?By looking deeper at the traits that drive real performance: desire, commitment, outlook, coachability, ownership.This episode is a masterclass on how to spot real potential throughout the interview process, and how the best leaders de-risk every hire.

“ABM is dead.”That’s what many say — but Paola Piccinno isn’t convinced.And neither am I.In this episode of The Sales Strategist, we dig into why ABM still matters — and how it’s evolving with AI, intent data, and smarter alignment between sales & marketing.✅ What went wrong with ABM (and why most companies never really nailed it)✅ How to rethink personalization in the age of automation✅ Why real alignment with Sales is non-negotiable✅ What AI can do (and can’t do) for account-based plays✅ And what needs to change if ABM wants to stay relevant in 2025This conversation was practical, honest, and refreshingly direct.

Sales keeps changing.Tech stacks evolve. Playbooks get rewritten. AI enters the chat.But underneath all the noise, one truth stays the same: the way you make people feel still shapes the outcome more than any tool ever will.In this episode, I sat down with Zachary King (author of 'The Vibe Sales Manifesto') to talk about why most sales systems are broken — and what it looks like to rebuild them around AI, real intent, human presence, and adaptive logic.We unpack:🔹 Why CRMs are “where deals go to die”.🔹 What static playbooks are missing — and why real sales is messy, contextual, nonlinear.🔹 How to manage energy, not just activity.🔹 Why forecasting built on “hopium” is crumbling — and what to do instead.🔹 The rise of sales leaders who think like designers, not controllers.🔹 And what it takes to thrive when selling becomes a pattern-recognition game, not a script.Whether you lead a team, carry a quota, or simply feel like the old GTM playbook doesn’t work anymore — this one’s for you.

What if your biggest threat isn’t an AI product—but an AI-native operating model?In this episode, we dive deep with GTM strategist Omar Fogliadini to challenge the traditional playbooks that most B2B companies still rely on—and explore why they’re no longer built for the speed of today’s market.Together we unpack how growth velocity is fast becoming the differentiator for modern companies—and why optimizing for scale is now a thing of the past. What you'll learn:Why traditional GTM strategies fail in AI-native marketsWhat exponential GTM loops look like (with concrete examples)How companies can productize speed, data, and outcomesWhich teams must radically evolve to stay competitiveWhat successful GTM orgs will look like over the next 2 years.Whether you're in Sales, Ops, Marketing or Product—this conversation will reframe how you think about GTM execution and sustainable growth in 2025 and beyond.Listen now — and rethink what speed really means.

What happens when a salesperson or a sales manager switches industries?How do you transfer your sales skills — effectively — from SaaS to Manufacturing, or from Tech to Healthcare, without losing credibility?I sat down with David Brock, author of 'The Sales Manager’s Survival Guide', sales trainer, advisor, and one of the most respected voices in B2B sales. Here’s what we covered:How to build credibility and trust fast when you don’t yet have relationships in the new industry.Why the best salespeople are great learners — and what to prioritize when learning a new product, customer base, or industry.The most common mistakes sellers make when changing industries — and how to avoid them.For managers: how to truly listen and observe in your first 30 days, and why it matters.The biggest traps Sales Managers fall into when moving into a new market — and how to navigate the transition smartly.Hope it sparks some new thinking — enjoy the listen.

If you're in sales, you've probably heard that “listening is a critical skill.”But what does that really mean in today’s age of distraction, noise, and nonstop multitasking?To explore this, I had the privilege of speaking with Rebecca Shafir, author of the bestselling book 'The Zen of Listening', speech/language pathologist, executive function & ADHD coach, and business consultant. In our conversation, we covered:How The Zen of Listening came to life — and why it still feels fresh and relevant, 25 years later.The overlooked concept of “listening to ourselves” — and why it’s a key preparation step for truly hearing others.How salespeople can improve their listening skills, even in high-pressure, high-volume environments.What to do when buyers come to the table already overwhelmed with conflicting information — and how to break through that paralysis.Simple, actionable practices for making listening a competitive advantage in a one-hour sales conversation.In a world where everyone is trying to talk louder, Rebecca reminds us that real influence starts with quiet attention.

If you’ve been in sales for a while, you probably know Deb Calvert.And if you don’t — you should.Deb is one of the most respected voices in the sales and leadership community: bestselling author, consultant, and true pioneer when it comes to helping sellers connect, lead, and succeed.In my latest podcast episode, I had the privilege to sit down with Deb and dive deep into her work and insights. We talked about:Why 'D.I.S.C.O.V.E.R. Questions' became a sales classic — and what’s new in the 10th anniversary edition.What separates average sellers from true Thought Leaders — and how you can become one.How to survive (and thrive) in a buying landscape where sellers get only a fraction of the buyer’s attention.When to ask, when to lead, and why mastering that transition is the key to closing more deals.Plus, a look at what’s next for Deb and her work.This conversation isn’t just inspiring — it’s packed with strategies you can apply immediately.If you’re serious about leveling up your sales approach, this episode is for you.

Value Advisory is one of the most complex and in-demand roles in today’s B2B landscape.It requires a unique blend of business acumen, customer empathy, strategic thinking—and the ability to guide decisions in a world full of alternatives.To dive deeper into what it really means to be a Value Advisor, I had the pleasure of speaking with Alex Taryshkin and Marcio Souza, authors of "Value Advisory: Selling in the Complex World of Endless Alternatives".In this episode, we discuss:The core principles of their book.The Operating Model—a blueprint for embedding value at every stage of the customer interaction cycle.The future of the role—what skills, traits, and mindsets define the next generation of Value AdvisorsAnd more insights that every sales leader should hear.If you're leading sales teams, working in value consulting, or simply passionate about elevating your customer conversations, this episode is for you.

Finding Deal Influencers is getting difficult.As decision-making processes become more complex, identifying them has become increasingly challenging.Companies rely on larger teams, information is more fragmented, and the real decision-makers are not always the ones with the highest titles.So how can we identify and engage them effectively?In the latest episode of my podcast, I talked with Nicholas Read, who developed a proven system to find them and turn them into strategic allies.The system first appeared in his book 'Target Opportunity Selling', published for the first time in 2013. If you want to learn:Who Deal Influencers are and why they matterHow to find them using a structured approachStrategies to build valuable relationshipslisten to the podcast episode: you'll find most of the annswers you're looking for.

Too many people are talking about GenAI, just a few know how to really master the topic.Stefano Puntoni is one of the few: as a Co-Director AI at Wharton he recently worked on 'Growing Up: Navigating Generative AI’s Early Years – AI Adoption Report', a reasearch aimed at providing an in-depth analysis of Gen AI adoption, its business applications and future scenarios.As a Sebastian S. Kresge Professor of Marketing indeed, he teaches in the areas of marketing strategy, new technologies, brand management, and decision making.We had the chance to discuss about his life, his latest research and what led him to this professional path.

In his 10th edition of the Salestech Technology Landscape, Nicolas de Kouchkovsky reports that the number of sales tech vendors has surged to 2,100, a 34% increase from just 14 months ago.In this complex scenario it's almost impossible to understand what piece of technology can add real value to your business.But there are companies out there who can help you succeed in choosing and implementing the correct Sales Tech stack.Hanneke Vogels is one of these people: she's the author of 'Sales Tech - Building your ultimate Saless Machine' and Managing Partner of Stryfes, which help companies take the fuss out of tech implementations so sales teams can easily understand the tools, use them and sell better.In our latest conversation we talked about how to successfully build your 'Ultimate Sales Machine'.

Charles H. Green is a well known name in Consulting, Training and Sales.He founded Trusted Advisor Associates LLC to build trust-based business relationships of all types and supported several organizations from different industries since its foundation.You probably know him for his publications: Charles co-authored the famous 'The Trusted Advisor', its practical follow-up 'The Trusted Advisor Fieldbook', and authored 'Trust-Based Selling'.I recently had the chance to chat with him and understand how to write proposals with your client to build more trust and foster collaboration.

If your Sales Manager asks you to create a Closing Plan, you're using James Muir methodology (even if you're not aware of this).James is the author of 'The Perfect Close' and the recent published 'Unsticking Deals - Why deals stall, how to unstick them and how to prevent them from sticking in the first place', one of the most compelling sales books ever written.What makes James different (other than his achievement as an author, his books are always best-sellers) is that he works as a Senior Vice President of Sales for UnisLinks, a Revenue Cycle Management company helping ambulatory improve financial performance, gain access to top-tier talent and lower total cost to collect.In other words, James is a practioner - so he writes about what he practices every day on the field.This practical attitude is what sets James and his last book apart, and he came back on the show to tell us something more about 'Unsticking Deals'.

If there's one name to be associated with Value Selling and Outcome-Centric Selling, that name is Bob Apollo.After more than 25 years spent in the corporate world leading successful organizations, Bob founded Inflexion-Point Strategy Partners, a leading wordlwide B2B Sales Consultancy & Training firm and the home of Outcome-Centric Selling.In our recent conversation, I asked Bob why Critical Thinking is so important in sales and why salespeople should master it.The answers were straight to the point, and I'm sure they'll lead you to question the way you are working.

I recently had the chance to have a chat with Danilo Zatta about Pricing and TopLine Excellence and or conversation blew my mind.We had the chance to deep dive into Pricing management, Pricing Strategies and Pricing Innovation - in all his answers Danilo was able to pricde suggestions and step-by-step advices for the companies who want to improve their Pricing Management practices.Danilo is one of the world's leading management consultants and thought leaders in Pricing and TopLine Excellence.The Financial Times called him 'one of the world's leading pricing minds' and he has also been recognized as one of the 'Top 5 Pricing Thought Leaders' on LinkedIn, that is, as one of the most engaging and impactful pricing thought leaders globally.According to Sole 24 Ore 'Zatta is the most authoritative voice on pricing in Italy and one of the most recognized monetization authors in the world.'Danilo has written more than 20 books, including 'The 10 Rules of Highly Effective Pricing (Wiley 2024)', the international best seller 'Pricing Revolution' (translated into more than 10 languages), 'At the Heart of Leadership' (translated into 3 languages) and 'The Basics of Pricing'.

I recently had the chance to talk with Andy Paul about his last book: "Sell Without Selling Out: A Guide to Success on Your Own Terms" and several other topics.Our conversation was refreshing.Andy Paul has been active in sales since his young age and nowadays he's one of the most relevant Sales Coach, Sales Trainer, Podcaster and Strategic Consultant out there.He wrote more than one best-seller ("Zero-Time Selling" and "Amp-Up your Sales") but in his last book he took a different approach, focusing on the human being rather than the salesperson.His words are clear: every salesperson should achieve success at her own terms and find her way.

GenAI is a mix between a technology and a buzzword: everyone talks about it, only a few know how to handle the conversation.Among these group there's Usman Sheikh, CEO and Founder of xiQ, a Personality-Driven Sales & Marketing Acceleration Platform involved in GenAI since 2018.I had the chance to discover Usman's work a year and half ago and we decided to have a conversation about how GenAI can change our job.I asked him one simple question:How GenAI can help salespeople avoid fear-based sales tactics? This and other answers are all in today's podcast - enjoy.

Lots of sales methodologies are focused on the idea that salespeople could control the sales process throughout its lenght.This idea clashes with the reality and human nature, and this is most evident in the moments of tension which arise as a result of this excessive control by the salespeople.In these moments friction increases, prospects and customers want the control back and want to drive the conversation: any attempt to reverse this dynamic can backfire.But how to get rid of this tension? How do we avoid it develops?I talked about this with Tom Stanfill, author of "unReceptive: A Better Way to Sell, Lead, and Influence" and founder of "ASLAN Training & Development."

A few months ago I had the chance to meet and interview Patrick Tinney, trainer, coach, consultant and author of several sales books.At that time we talked about 'Unlocking Yes,' a book that Patrick published in 2015 (first edition) which is still one of the few books ever written on sales negotiation.Patrick has recently published 'Nothing Stops Me,' an extraordinarily intimate book on sales: unlike previous writings that focused on a specific topic, 'Nothing Stops Me' has a totally different structure.In the book Patrick opens himself to the reader talking about his life, the challenges he faced and the ups and downs of the profession by giving extremely practical advices.Because of that, 'Nothing Stops Me' is one of the most 'intimate' sales books ever written and I wanted to have a chat with Patrick to understand what prompted him to write this book and how difficult it was to open up with readers.

One of the biggest problems that sales teams face is definitely the transition of one or more salespeople to the competition.Very often what generates this transition is what we call the 'Belonging Problem': salespeople (both internal and external) don't feel part of the company they represent.But what can sales managers do to reinforce this sense of belonging and prevent the best resources from moving to the competition?I talked about this with Brad Deutser, President & CEO of Consulting Firm Deutser, the Clarity Institute and the Belonging Rules Institute and author of "Leading Clarity: The Breakthrough Strategy to Unleash People, Profit, and Performance" and "Belonging Rules: Five Crucial Actions That Build Unity and Foster Performance."

In 2021 Dave Kurlan (author of 'Baseline Selling' and founder and CEO of Objective Management Group and Kurlan & Associates) wrote an article that resonated within the sales world.The title of the article is "Why I Believe We Should Blow up the Business Development Rep (BDR) Role in Sales" and is quite emblematic.In the article Dave focused on why leaving pipeline generation to the BDRs/SDRs is a mistake and what alternative methods exist to generate new business opportunities.I wanted to explore this topic with Dave, trying to get his view regarding this hot topic.

In the early 2000s a major revolution happened in sales: most companies switched from a full sales model led by the A.E. to a split model, in which more junior workers (SDR/BDR) were in charge of prospecting and the salesperson was in charge of closing the sale.Although this model is considered scalable by most companies there are conflicting opinions about it, especially from the perspective of customer-centricity and profitability.I had the opportunity to discuss this topic with Darius Lahoutifard, creator of the M.E.D.D.IC. methodology, Founder of the Meddic Academy and author of the book 'Always Be Qualifying: M.E.D.D.I.C.'.

Nowadays how much does fear of change weigh on a buying decision?And how do the best salespeople (the so-called 'High Performers) overcome the prospect or customer indecision?How do they manage this fear so that the customer or prospect can to overcome the indecision experienced?I talked about this with Matt Dixon, Founding Partner in DCM Insights and author of 'The Jolt Effect', 'The Challenger Sale', 'The Challenger Customer' and 'The Effortless Experience'.

In the last months we have seen an increase in the use of the words 'Revenue Operations'.In fact there are many companies which have transformed or are transforming their processes to start a Revenue Operations program.However there are lot of other companies that decided not to take this path, postponing the change until there is a need, when the conditions will better, when the 'right moment' will come.Many of these justifications hide a harsh truth: those who don't change are afraid of change and overlook the risks of this non-decision.But who needs to shed light on the risks involved in not changing?Who is responsible for maximizing profits and making the company's structure more and better performing?Who has to start a Revenue Operations program, giving the company clear goals in the medium and long term?As you can imagine, all of this belongs to the CEO of the company.So what happens when a CEO takes the ownership of this transformation program?And in the absence of a change-oriented CEO, who can replace him/her?I talked about this with Stephen Diorio, Director of the 'Revenue Enablement Institute,' member of the 'Forbes CMO practice' and author of the first book on Revenue Operations, "Revenue Operations - A new way to align Sales & Marketing, monetize data and ignite growth."

In an economic downturn we naturally tend to focus more on existing customers.This reasoning behind the action is quite logical: companies will buy less and it will be more difficult to establish relationships with new customers, so it's more effective to the existing ones to achieve our goals.After all, a relationship already exists and the sale will be safer and less difficult.Fortunately or not, this doesn't work in real life.Selling to existing customers requires the same effort, commitment and respect (in some cases even more) as selling to new customers.I had the opportunity to discuss the topic with Brent Adamson, researcher, speaker and author of 2 best-selling books that changed the world of sales: 'The Challenger Sale' and 'The Challender Customer'.

Over the past few weeks however, I realized that the knowledge we salespeople have about the effects of discounting on corporate profits (and other) is extremely poor.This is precisely why I decided to talk to a specialist.I had the pleasure of interviewing Alessandro Monti, Dean of Marketing, Sales & Retail Faculty at CBS International Business School in Cologne to discuss about the topic.

In the last two years we went through several changes, especially in sales.It seems we're living a situation of constant uncertainty, which makes it increasingly difficult to close sales and get accurate commitments from customers.But how to close a sale in such an uncertain time?What can be helpful?I talked about this with James Muir, sales trainer, speaker and author of the best book on sales closing ever - 'The Perfect Close'.

In 2019 David Brock (CEO of Partners in Excellence and author of 'Sales Manager Survival Guide') wrote an interesting and counterintuitive article.According to David, the SDR/BDR model was not a fit for complex sales and it needed to be revised.Three years later, that article is still more relevant than the day it was written: this is why I decided to explore the topic with David trying to understand why he came up with a different, out-of-chorus point of view.

Sales Negotiation deserves more space in the training industry.There are many books and resources on Negotiation, each with a different focus: Legal Negotiation, Hostage Negotiation, Purchase Negotiation... but there are only 3 on Sales Negotiation.Patrick Tinney is one of the few authors who delved into it in his book 'Unlocking Yes,' one of my favourite texts.Furthermore, he's one of the few who believes companies and people should invest more in the development of Sales Negotiation - because it is totally different from all others.I had a chance to interview him, talk about his books and explore this and other concepts in this podcast - enjoy!