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SaaS Backwards Episode 113 - The Art of Enterprise Sales – with Brian Burns, host of the Brutal Truth about Sales Podcast

The key differences in selling to enterprise clients and the importance of understanding how companies buy.


As a seasoned sales expert and popular sales podcaster, Brian Burns has more than a few opinions about how companies are selling to the enterprise today.

Most notably, because reps haven’t been taught the difference, they try to make up for the lack of pipeline by increasing outreach activity.

That may have worked in 2011 when the Predictable Revenue Model gained prominence (and our inboxes weren’t flooded with sales pitches). 

But today, the compartmentalization of prospecting and closing won’t result in more complex deals, where decisions are ruled by committees and often end in “no decision.”

In this episode, Burns talks about how today’s reps should be learning about selling in the enterprise, such as working with champions and how to continuously move the deal forward.

Key takeaways from this episode:

  • Why much of the complex deal is counterintuitive and relies on guiding the sale instead of reacting.

  • Why measuring outcomes that lead to revenue generation is more important than tracking activities that may not directly contribute to sales.

  • Why you shouldn’t hire salespeople based on their Rolodex (or industry connections for the youngsters).

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.

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