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Burtka G: The Credibility Engine

The Credibility Engine

How Founders and Sales Leaders Turn Trust Into Customers and Scalable Go-to-Market

The sale you never hear about can be the one you were best equipped to win.

You have the expertise. The challenge is helping the right people recognize it before they need a supplier, a solution, or a conversation.

In LinkedIn for Manufacturing, Trevor Robinson shows individuals how to build a stronger professional presence and leaders how to support their teams through LinkedIn enablement. His 5C Method connects five essential practices into one practical system:

Credibility: Make your profile explain who you help, how you help, and why your experience matters.
Connections: Find and build relationships with the people who influence buying decisions.
Content: Turn your knowledge, experience, and personality into posts worth reading.
Conversations: Start natural exchanges and turn interest into meaningful next steps.
Consistency: Create a sustainable routine for publishing, connecting, and engaging.

You will find profile and headline examples, LinkedIn walkthroughs, post hooks and calls to action, outreach examples, and ways to batch and schedule content. A personal thirty-day action plan and twelve working tools help you put the method into practice without waiting for a company-wide program. Leaders will also learn how to support employees while preserving their individual voices.

Written for salespeople, marketers, business leaders, and technical experts across manufacturing, industrial technology, software, and services, this book focuses on the relationships that matter in longer sales cycles.

Learn the five Cs in order, then keep them working together. Build a presence that helps buyers understand your expertise, remember your name, and feel more confident starting a conversation.

How to Turn Your Team's Expertise into Buyer Trust and Business Opportunity

LinkedIn for Manufacturing

The Relationship-First System for Sales That Last

The M²ARK Method

Praise for THE GO-TO-MARKET CHEAT CODE "The Go-to-Market Cheat Code is exactly that-a secret weapon for B2B business success. Gray and Wagner share their hard-won wisdom and well-researched case studies to give you a leg up. In this new era of AI and Ecosystem-Led Growth, this is essential reading for every leader looking to scale and thrive." -BOB MOORE, Co-Founder and CEO of Crossbeam; nationally bestselling author of Ecosystem-Led Growth: A Blueprint for Sales and Marketing Success Using the Power of Partnerships "As Co-Founder of Stage 2 Capital, I have seen the transformative power of strategic B2B partnerships firsthand. Justin Gray and Josh Wagner's book, The Go-to-Market Cheat Code, is a masterful guide that distills decades of experience and insights into a compelling narrative. This book is a must-read for anyone serious about leveraging the power of collaboration to drive growth and innovation." -MARK ROBERGE, Co-Founder at Stage 2 Capital; Senior Lecturer at the Harvard Business School; founding CRO at HubSpot "Partnerships are one of the most sorely misunderstood-and underutilized-areas in B2B business today. As a result, organizations leave great amounts of revenue and opportunity on the table. In this book, Justin Gray and Josh Wagner demystify what it means to engage with strategic partners and all the benefits such an approach can unlock. If you want to reach today's sophisticated buyers, The Go-to-Market Cheat Code is your blueprint for success." -JAY MCBAIN, Chief Analyst, Canalys

The Secret to Unlocking B2B Growth

The Go-to-Market Cheat Code

Your business lives and dies by your customer conversations.
Shouldn’t you have those down to a science?
If you’re tired of having to justify your price...of offering discounts to close the deal...of long sales cycles...of customers who can’t seem to make a decision, then you need NeuroSelling®, the only customer conversation tool grounded in neuroscience and behavioral psychology.
But NeuroSelling® is more than just theory—it’s a step-by-step, practical communication methodology honed by years of field experience, resulting in millions in new revenue in industries as diverse as biotech, financial services, manufacturing, and engineering.
Start communicating in a way that:
-Builds personal and professional trust faster
-Naturally drives urgency to buy
-Creates an automatic commitment to change
In this book, you’ll also read the stories of a sales rep who went from the bottom half of his sales organization to becoming rep of the year, as well as the dark-horse executive candidate who became CEO, chosen over three more experienced leaders.
No matter your situation, successful selling begins and ends with the customer conversation.

Mastering the Customer Conversation Using the Surprising Science of Decision-Making

NeuroSelling

For Explosive Customer Growth

Light Your Sales FUSE

Account-Based Marketing is changing the discipline of marketing--Why?

Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts.

Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish.
* Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base
* Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs
* Integrate your sales and marketing processes into an efficient, cohesive workflow
* Locate and attract the ideal clients for your business to increase revenue and open up new opportunities

From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you'll find it all in this authoritative guide.

How to Target and Engage the Companies That Will Grow Your Revenue

Account-Based Marketing

Enterprise sales success is not a function of company size, brand, or budget - it is a function of capability. A five-person startup founder and a Microsoft enterprise account director face the same fundamental demands: earning executive trust, navigating a buying committee with competing agendas, building a business case tied to real outcomes, mobilizing an organization behind a deal, planning an account over years rather than quarters, and staying resilient through long, politically complex cycles. This book identifies the six capabilities that determine who wins the enterprise and who doesn't, illustrated through real, verified case studies drawn from the author's career.

WIN THE ENTERPRISE

What happens when modern selling no longer matches how decisions are actually made?

After two decades inside enterprise organizations, including leadership roles at IBM and Microsoft, Petra Wagner found herself sitting on the other side of the table - as the buyer. What she experienced there reshaped how she understands B2B sales. Buyers are not stalling because they lack information. They are stalling because no one is helping them make sense of it.

In complex B2B environments, decisions rarely fail in the meeting. They fail afterward, inside internal conversations sellers never see. Stakeholders disagree. Risk feels personal. Information overwhelms rather than clarifies. Even strong solutions collapse under the weight of uncertainty.

Buyer Sense Conversations is not another sales methodology. It is a shift in role.

In this book, Wagner introduces a practical, structured framework built around one core idea: progress happens when buyers feel clear enough to move. She outlines the Seven Buyer Sense stages-ORIENT, DECODE, DISTURB, REFRAME, ALIGN, PRIORITIZE, and MOBILIZE-showing how founders and B2B sellers can stabilize decisions instead of pressuring them.

Inside these pages, she demonstrates how to reduce cognitive overload, navigate stakeholder misalignment, and replace persuasion with sensemaking. Readers learn how to ask questions that create insight, build alignment they may never witness directly, and help buyers construct a narrative they can defend long after the meeting ends.

This is not about closing harder. It is about clarifying better.

For founders selling without brand safety, for sellers navigating long cycles and stalled deals, and for leaders tired of "no decision" outcomes, this book offers something more durable than tactics.

It offers a way to lead conversations that create confidence.
Because clarity is not a feature of the sale. It is the 
condition for it.

How Founders Help Buyers Make Confident Decisions in Complex B2B Deals

Buyer Sense Conversations

The seismic shifts in B2B selling brought about by the recent global pandemic have left scholars grappling with the fundamental question of permanence. As the traditional face-to-face dynamics of B2B sales stand challenged, academic minds seek answers: Are these changes enduring, or will we revert to the familiar norms of in-person interactions? A Critical Examination of the Recent Evolution of B2B Sales is a groundbreaking exploration designed for academic scholars seeking clarity in these uncertain times. In the pursuit for understanding, scholars encounter a myriad of questions. What truly transpired in sales activities during the pandemic? Does the surge in virtual selling signify a lasting transformation, or is it merely a temporary adaptation? Critical thinking becomes paramount, necessitating a deep dive into published ideas to discern the strength of conclusions drawn. The academic community grapples with the challenge of scrutinizing the landscape to determine if the changes are indeed permanent and if so, how B2B sales forces can effectively adapt.

A Critical Examination of the Recent Evolution of B2B Sales

Build strong connections to accelerate sales results In The Power of Value Selling: The Gold Standard to Drive Revenue and Create Customers for Life, sought-after trainer and sales leader Julie Thomas delivers an exciting new take on buyer-centric selling to modern buyers. In the book, you'll learn value-based selling techniques to become a trusted business advisor who instills confidence in buying decisions despite unpredictable business environments. This actionable guide to improved business conversations-ones that build trust and human-to-human connections-enables you to focus the sales conversation on value, instead of price, and identify business issues that create urgency to unlock new sales opportunities. You'll also find: <ul> <li>Strategies for selling to the C-suite, closing more business, expanding your sales footprint, managing global accounts and generating consistent renewal sales</li> <li>Methods for building credibility and rapport with your buyers along with proven sales prospecting strategies to win time on their increasingly packed calendars</li> <li>Ways to motivate buyers to take action and improve sales forecast accuracy through a repeatable opportunity qualification framework</li> <li>Actions for aligning your revenue engine and enabling all of your customer-facing teams to improve the customer experience.</li> </ul> An indispensable guide for seasoned revenue professionals and B2B sales leaders seeking to boost their real-world performance, deepen customer relationships and improve customer experience, The Power of Value Selling will also benefit early-career salespeople looking for practical sales strategies that work in competitive markets.

The Gold Standard to Drive Revenue and Create Customers for Life

The Power of Value Selling

A SHORT COURSE IN SALES BASICS. 7 Lessons in&nbsp;Sales&nbsp;is a quick course in selling, giving you everything you need to know in just seven short chapters. From listening and asking pertinent questions, to presenting the features and benefits of your product or service to match your customer's needs, you'll discover how to become a world-class salesperson. * Lesson 1: Jump-start your success formula * Lesson 2: Develop product and service expertise * Lesson 3: Understand buying motives * Lesson 4: Turn objections to your advantage * Lesson 5: Presentations and closings * Lesson 6: Create action-provoking systems * Lesson 7: Implement motivation and support systems Explore the main themes and ideas in sales, get a basic knowledge and understanding of the key concepts, and test your progress with practical and thought-provoking exercises.&nbsp;7 Lessons in Sales&nbsp;is your fastest route to success. ABOUT THE SERIES 7 Lessons&nbsp;are for people who want to succeed at work. From negotiating and content marketing to finance and social media, the series covers the business topics that matter and that will help you make a difference today. Written in straightforward English, each book features a course of 7 short lessons so that with just a little work, you can quickly master the subject.

Master the Basics of Selling in 7 Steps

7 Lessons in Sales

"Probably the most complete update on B2B selling strategies in years." 
P3 Selling is an easy-to-follow framework that explains what you need to do and why you need to do it to achieve consistent B2B sales success. Navigate today's complex B2B environment with confidence as you win more deals, receive more referrals, make more money, and advance your way up the corporate ladder.

BookAuthority, the world's most trusted platform for expert recommended books, describes it as "One of the best b2b books of all time".
 
Stop hoping for lucky breaks, and take control of your sales results. Develop a deep understanding of the three most critical predictors of B2B sales success-without the jargon and complexity of other sales training programs. Then, learn how to apply them through non-manipulative techniques that work, closing more deals without sacrificing your integrity.
 
With specific activities at the end of each chapter to help you tailor these strategies and techniques to your own unique situation, P3 Selling is the must-have resource you'll turn to again and again, helping you overcome every B2B sales challenge. 

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The Essentials of B2B Sales Success

P3 Selling

The Credibility Engine

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