Guest: Brent Adamson, Co-Author of The Framemaking Sale & Co-Founder of A to B Insight
SaaS sales teams obsess over beating competitors—but the real battle isn’t across the table. It’s in the buyer’s mind.
In this episode, Brent Adamson—co-author of The Challenger Sale and The Challenger Customer and Co-Founder of A to B Insight—joins host Ken Lempit to reveal why most SaaS deals are lost to no decision at all, and how his new book, The Framemaking Sale, helps buyers build the confidence to act.
Brent explains how the sales playbook has evolved from “teach them what to think” to “help them trust themselves”—and why the future of B2B growth depends on changing how we sell, not what we sell.
Key insights from this episode:
- Why no decision—not competitors—is killing SaaS deals
- How to turn buyer anxiety into deal confidence
- Why “trusted advisor” means helping customers trust themselves
- How marketing and sales can guide smarter, faster SaaS buying
- The mindset shift every B2B sales leader needs now
If you’re a B2B SaaS CRO, CMO, or founder looking to increase close rates, reenergize your go-to-market, and win against the status quo, this conversation will change how you think about selling.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting
