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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 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

For Explosive Customer Growth

Light Your Sales FUSE

Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.

Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value.

How to Have Conversations and Develop Relationships that Build B2B Business

Executive Engagement Strategies

How Repeatable Systems Create Repeatable Revenue

Revenue Operations for B2B Founders

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.

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

The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent? It's not easy for any salesperson to execute a competitive displacement--or, in other words, "eat their lunch." You might think this requires a bloodthirsty "whatever it takes" attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like: • ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution. • understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns. • developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence. Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.

The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent? It's not easy for any salesperson to execute a competitive displacement--or, in other words, "eat their lunch." You might think this requires a bloodthirsty "whatever it takes" attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like: <li>ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution.</li> <li>understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns.</li> <li>developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence.</li> Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.

Eat Their Lunch

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

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

Stop Overthinking and Launch Your Dream Business

Fear Is a Liar

"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

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

The Credibility Engine

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