In this insightful episode, Gary welcomes back Mark Cox, founder of In The Funnel - Sales Coaching, to explore the evolving role of B2B sales in today’s uncertain business landscape. Drawing on decades of experience and his recently published book Learn to Love Selling, Mark shares how the best companies are rethinking sales as a strategic, customer-centric discipline, not just a transaction.

Together, Gary and Mark reflect on their own journeys from technical and corporate roles into sales leadership, uncovering the myths, challenges, and immense value sales brings to any organization. They dive deep into Mark’s proven sales playbook, revealing the four essential elements every business needs to turn capabilities into revenue.