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Mark N: The M²ARK Method

The M²ARK Method

The Relationship-First System for Sales That Last

Methods and Applications of Quick Commerce (Q-Commerce)

How Repeatable Systems Create Repeatable Revenue

Revenue Operations for B2B Founders

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

Edition Sales Excellence

Wie erreichen Unternehmen nachhaltige Sales Excellence und wie lässt sich diese systematisch steuern und weiterentwickeln? Dieses Buch zeigt Vorständen, Vertriebsleitern und Controllern, wie sie ihren Vertrieb konsequent an Markt- und Kundenbedürfnissen ausrichten und gezielt zur Höchstleistung führen.
Mario Pufahl erläutert, wie sich Sales Performance ganzheitlich entlang der vier zentralen Dimensionen Strategie, Organisation, Controlling und Personal entwickeln und managen lässt. Schritt für Schritt wird aufgezeigt, wie Unternehmen tragfähige Vertriebsstrategien formulieren, effiziente Organisationsstrukturen schaffen, leistungsfähige Steuerungskonzepte implementieren und ihre Mitarbeiter systematisch weiterentwickeln. Dabei stehen stets konkrete Anwendungsbeispiele und klare Handlungsempfehlungen im Mittelpunkt.
Die vollständig überarbeitete 3. Auflage integriert aktuelle Entwicklungen wie Künstliche Intelligenz und datengetriebenes Pricing und zeigt anhand praxisnaher Fallstudien, wie moderne Technologien die Vertriebssteuerung nachhaltig verbessern können. Zahlreiche Checklisten, Best Practices und Experteninterviews mit führenden Persönlichkeiten aus Wirtschaft und Forschung machen das Buch zu einem unverzichtbaren Leitfaden für die erfolgreiche Transformation des Vertriebs.
Ein fundiertes Praxisbuch für alle, die ihren Vertrieb strukturiert analysieren, gezielt optimieren und dauerhaft auf Erfolg ausrichten möchten.
Der Inhalt 

Teil I: Gute Gründe für Sales Performance Management
Teil II: Sales Performance Management – Implementierung
Teil III: Experteninterviews

Der Autor
Mario Pufahl ist Geschäftsführer der Unternehmensberatung novaCapta GmbH mit Sitz Köln. Er verfügt über 25 Jahre praktische Beratungs- und Vertriebserfahrung bei Unternehmen aus DAX, M-DAX und im Mittelstand bei der Planung und Durchführung von Digitalisierungs- und Transformationsprojekten in Marketing, Sales und Service.

Wie erreichen Unternehmen nachhaltige Sales Excellence und wie lässt sich diese systematisch steuern und weiterentwickeln? Dieses Buch zeigt Vorständen, Vertriebsleitern und Controllern, wie sie ihren Vertrieb konsequent an Markt- und Kundenbedürfnissen ausrichten und gezielt zur Höchstleistung führen.Mario Pufahl erläutert, wie sich Sales Performance ganzheitlich entlang der vier zentralen Dimensionen Strategie, Organisation, Controlling und Personal entwickeln und managen lässt. Schritt für Schritt wird aufgezeigt, wie Unternehmen tragfähige Vertriebsstrategien formulieren, effiziente Organisationsstrukturen schaffen, leistungsfähige Steuerungskonzepte implementieren und ihre Mitarbeiter systematisch weiterentwickeln. Dabei stehen stets konkrete Anwendungsbeispiele und klare Handlungsempfehlungen im Mittelpunkt.Die vollständig überarbeitete 3. Auflage integriert aktuelle Entwicklungen wie Künstliche Intelligenz und datengetriebenes Pricing und zeigt anhand praxisnaher Fallstudien, wie moderne Technologien die Vertriebssteuerung nachhaltig verbessern können. Zahlreiche Checklisten, Best Practices und Experteninterviews mit führenden Persönlichkeiten aus Wirtschaft und Forschung machen das Buch zu einem unverzichtbaren Leitfaden für die erfolgreiche Transformation des Vertriebs.Ein fundiertes Praxisbuch für alle, die ihren Vertrieb strukturiert analysieren, gezielt optimieren und dauerhaft auf Erfolg ausrichten möchten.

Exzellenz im Vertrieb mit ganzheitlichen Steuerungskonzepten und KI

Sales Performance Management

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. 

In this revised edition, you'll learn specific strategies to overcome the constraints of digital channels while leveraging their unique advantages, as well as how to integrate the power of VR/AR and AI alongside the proven NeuroSelling process. You'll also see the NeuroSelling principles in action with four new case studies showcasing the power of neuroscience-backed principles in sales.

NeuroSelling 2.0 isn't just an update-it's a complete reimagining of what's possible when you truly align your sales approach with how the human brain actually makes decisions.

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

NeuroSelling 2.0

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

In recent years, blockchain technology has introduced great changes within the travel industry, revolutionizing everything from booking accommodations and flights to securing transactions and verifying identities. By offering a decentralized and transparent approach, blockchain is transforming the way we experience travel, making processes more efficient, reducing costs, and enhancing security. Understanding this innovative technology is imperative for promoting more inclusive, profitable, and equitable tourism ecosystems. Exploring the World With Blockchain Through Cryptotravel provides a comprehensive overview of this transformation. These chapters offer insightful analysis and practical examples to help readers understand the vast potential and applications of blockchain in nearly every aspect of travel. The book equips executives, entrepreneurs, professionals, academics, and researchers with the knowledge and insights needed to navigate and leverage blockchain's impact on the travel industry.

Exploring the World With Blockchain Through Cryptotravel

This book helps sales professionals, support teams, process improvement experts, and internal consultants to reduce operational complexity to improve sales operations. In addition to proven process methodologies, it discusses how to integrate leading-edge technologies, such as Artificial Intelligence (AI), work task mining, digitalization, and data governance to reduce process complexity and friction.It is estimated that salespeople spend less than 50% of their time selling products or services. For some organizations, this percentage is as low as 30%. Non-selling time is spent on administrative activities and prospecting for new customers. Administrative activities include sales reporting, expediting orders for different reasons, handling customer inquiries and complaints, training, and working through many tools, processes, and teams needed to get information or work done. The goal of this book is to show ways to remove administrative work tasks from sellers to increase deal velocity, give back selling time, and reduce lead time from quote to cash.In parallel, the author discusses ways to automate these tasks using automation strategies, including AI for important work tasks, such as prospecting, lead management, creating quotes and proposals, preparing and managing customer meetings, and similar work. This book enhances customer, sales, support teams, and stakeholder satisfaction.

How to Use Artificial Intelligence and Digitalization Applications to Improve Processes

Sales Support Operations

Your pipeline is not too small. It is too full of deals that were never going to close.

Every seller carries them: the opportunity that has been "almost there" since March, the enthusiastic contact with no budget, the deal you privately stopped believing in weeks ago and are still working anyway. They do not cost you nothing. They cost you the hours you would have spent on the deals that were real.

QUALIFY OUT makes an uncomfortable, counterintuitive argument: the best salespeople win more because they chase less. The decisive skill in modern selling is not closing. It is finding out early - much earlier than feels comfortable - that there is no deal here, and having the nerve to say so.

WHAT'S INSIDE

- The five-question audit that tells you, in twenty minutes, which half of your pipeline is fiction
- Nine early signals that a deal is already dead, and the benign excuses that hide each one
- Discovery questions that produce facts instead of courtesy - plus the seven that matter most
- How to find who genuinely decides, what money genuinely exists, and whether anything is forcing this buyer to act at all
- The clean no: a five-part script for ending a deal without burning the relationship (and why it revives roughly one deal in five)
- How to take a dead deal out of the forecast and come out of that conversation with more credibility, not less
- What to do with the time you just freed - and how to survive the four-to-eight week valley before the results show up
- Six composite case studies showing exactly where each deal was decided, usually in week two
- A complete Field Kit: 60+ discovery questions, twelve word-for-word scripts, buyer-side stage definitions, a weekly thirty-minute ritual, and a thirty-day start plan

Qualify Out

This comprehensive guide reveals how to systematically identify and capture cross-selling and up-selling opportunities, whether through internal transformation, organisational consolidation or merger and acquisition scenarios. By understanding the fundamental principles of revenue expansion and cost optimisation at the same time, business leaders can dramatically improve their company's value proposition while strengthening market position.Every business professional will encounter organisational change - whether through M&amp;A activity during economic booms or internal restructuring during downturns. These pivotal moments present extraordinary opportunities to simultaneously increase sales and reduce costs, yet most organisations fail to maximise their potential. This book provides the strategic framework and practical tools needed to excel during these critical transitions, showing how to plan and implement cross-selling initiatives that deliver substantial revenue growth while streamlining operations for maximum efficiency. Drawing from real-world M&amp;A scenarios and internal transformation case studies, this guide demonstrates how to improve profit from both ends of the equation. You will learn to identify cross-selling opportunities that others miss, develop implementation strategies that minimise disruption and create sustainable revenue streams that outlast the initial organisational change.Whether you are leading a merger integration, managing a divisional consolidation or simply seeking to optimise your current sales approach, this book provides the insights and methodologies to transform organisational complexity into competitive advantage and measurable profit improvement.

The Executive's Growth Guide to M&A, Re-Organisation and Profit Optimisation

Cross-Sell to Scale

The M²ARK Method

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