Before the pivot into efficient growth, and even before AI, the field of B2B sales has been seriously transformed in the last few years. B2B buying behavior has shifted, away from meeting with sellers and toward anonymity. There has been an unprecedented rise of different GTM motions; account-based, product-led growth, customer-led growth, partner ecosystems… And to top it all off, we’re experiencing an absolute explosion in technology, data, and now generative AI.
Despite all of this upheaval and innovation in B2B, sales and marketing teams still have to deliver growth, efficiently. The era of siloed heroics is coming to a close, and smart leaders are leveraging alignment to keep up with the demands of efficient growth.
Join guest Dan Gottlieb for a deep-dive conversation with co-host John Common about the vital trends reshaping B2B and how sales and marketing leaders can foster a culture of resilience amid constant change.
Key Moments in this Episode:
04:55 – Sales Leaders are at the forefront of change management
11:07 – How smart enterprise sales leaders and CMOs are navigating new buyer behavior
20:45 – Diving into RevTech
29:55 – The tech reckoning born from consolidation
33:40 – Buying tech? Time to focus on your reps’ wants and needs
43:58 – Generative value messaging - what you need to know
53:38 – ⚡️Lighting round
Dan Gottlieb is a Senior Director Analyst at Garter for Sales Leaders. He covers a range of topics, from generative AI for B2B sales to RevOps data automations, to conversation and revenue intelligence. He describes the current state of the market in a single word: mayhem. Prior to Gartner, Dan was a Senior Analyst leading research in the sales practice at TOPO.
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