10 Insights on B2B Revenue Generation From My First 20 Podcast Interviews

Last month I launched The Sales Consultant Podcast and published 20 episodes in the first 30 days.

I’ve gathered 10 trends from these conversations that every revenue leader of a B2B company should take note of. These trends are based on the collective wisdom of the experts and can help businesses stay competitive in today’s market.

My interview-based format features weekly 40-minute episodes that drop every Friday, providing actionable advice to help you improve at generating revenue.

I dive deep into the toughest challenges faced by revenue teams, exploring every area of sales to uncover the best solutions.

Join us on this journey, and let’s level up together. Don’t forget to tune in every Friday!

Ok… This isn’t everything; these are just some patterns that stood out.

Here are the 10 trends I’m seeing after more than 20 episodes:

10. Focus on Deepening the Pain During Sales Conversations

One of the key takeaways from my conversations with a variety of industry experts is the importance of deepening the pain during sales conversations. It’s not enough to simply identify a customer’s pain point – you must also help them understand the full extent of the problem and the consequences of not addressing it. When you get to that level with the prospect you can create a sense of urgency that can help drive the sales process forward.

9. Do the Competency Work 

Another important trend that emerged from my interviews is the need to be clear on your team member profiles. Rushed hiring decisions are costing companies millions. Revenue leaders can mitigate this by taking the time to define the competencies required for each role and mapping them to critical areas of the interview process like competency-based interview questions, feedback forms, stack rankings, etc.

8. Generative AI Is Shaking Up B2B GTM 

The emergence of Generative AI has disrupted B2B sales, and its impact is already evident. To stay ahead in the competition, companies are having to consider leveraging it in their product, their outreach, and in their operations. Neglecting to do so could result in missed opportunities and falling behind the curve.

7. Practice. Practice. Practice.

Through my discussions, I discovered another noteworthy observation – the significance of consistent practice. It’s not just about role-playing, but how and when you role-play. Turning up the intensity during practice sessions can help sales teams better prepare for real-world scenarios and improve their performance.

6. The Sales Enablement Function: A Strategic Priority

By placing importance on the Sales Enablement function, businesses can unlock new opportunities for growth and profitability. By investing in the right tools, content, and training, you can enable your sales team to be more effective and efficient, ultimately driving more revenue for your business.

5. Coaching: Every Good Manager’s #1 Priority

Coaching is arguably the most important thing managers can do, but it requires a deep understanding of what coaching is and how it works. By taking the time to learn how to coach effectively, managers can help their teams improve their performance and drive better results. Effective coaching not only benefits the team’s performance and results but also promotes a positive and collaborative team culture, leading to higher employee engagement and retention rates.

4. Promoting Top Reps Into Management Isn’t Working

The model of promoting top reps into management has come under scrutiny, with experts suggesting that it may be at the center of the management quality and effectiveness discussion. While top reps may be great at selling, they may not have the skills required to effectively manage a team. The alternative that emerged is extending our consideration to “B” players who demonstrate management and leadership aptitude.

3. Frontline Managers Need Help

Performance management training for frontline managers is severely lacking, and many are struggling to have difficult conversations with their team members. Nurturing the skills of frontline managers through investment in training and development can create a ripple effect, improving team productivity, engagement, and retention while boosting the bottom line.

2. The Path to True Behavior Change

Modeling the behavior you expect as a leader is the path to true behavior change within your organization. Leading by example not only inspires your team to follow your footsteps but also sets a precedent for accountability and excellence, promoting a culture of continuous improvement and collective success.

1. A New Way To Do Demand Gen 

Finally, community-led growth is the way to go. Turning your users into your SDRs and making it a priority to engage in sales-based communities, as well as industry specific forums, is shaping a whole new kind of demand generation.


After conducting over 20 interviews with industry experts on The Sales Consultant Podcast, several trends have emerged that B2B revenue leaders should take note of.

These trends include the importance of deepening the pain during sales conversations, doing the competency work, utilizing generative AI, consistent practice, placing importance on sales enablement, effective coaching, reconsidering the promotion of top reps into management, supporting frontline managers, modeling behavior change, and embracing community-led growth for demand generation.

By implementing these insights, businesses can stay competitive and drive revenue growth in today’s market.

Click here to tune into into The Sales Consultant Podcast.

Derrick Williams, Founder & Principal at 3Link Consulting

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