From Tools to Trust: Johannes Habel on the New Rules of B2B Sales
What happens when more technology doesn’t lead to better selling?
Johannes Habel, Associate Professor of Marketing at the University of Houston, joins Gavin Finn to unpack what’s really holding B2B sales back - and what it will take to move forward. From CRM fatigue to fragmented sales roles, Johannes brings academic rigor and field experience to one of the most urgent challenges in commercial strategy: aligning with how today’s buyers buy.
In this episode, Johannes shares:
Why adding sales tools rarely improves sales performance
The four reasons CRM systems still fail to gain adoption
How marketing and sales must shift from silos to shared strategy
What buyer “discovery fatigue” means for your first conversation
Why value-based selling is harder - and more necessary - than ever
Whether you're leading GTM strategy, running enablement, or trying to modernize your sales process, this episode offers a clear, unvarnished look at how to build a sales organization that meets today’s buyers with credibility and confidence.
Discover how Kaon helps B2B companies spark meaningful change through compelling experiences: kaon.com