holisticselling

This episode introduces the HolisticSelling Growth Superhighway , an Infinity Loop that views predictable B2B SaaS growth as the result of creating customer value across the entire customer lifecycle—not simply closing more deals. The Superhighway consists of 11 interconnected stages: Identification, Nurture, Conversion, Engagement, Differentiation, Close, Implementation, Adoption, Retention, Grow...

In this episode of the holisticselling podcast, Bernard Goor speaks with Jon Alwinson , author of " Relentless Sales" and creator of " The Hunt" , about what separates consistently successful sales professionals from the rest. Jon explains that sustained sales performance rests on three pillars— skills, mentality, and faith —supported by discipline, resilience, authenticity, and a genuine commitme...

In this episode of the holisticselling podcast , Jennifer Edwards, CMO of Euna Solutions, discusses how B2B SaaS companies can achieve predictable growth by building a service-oriented culture centered on customer value . She shares how Euna Solutions has worked to eliminate silos, establish a unified brand, strengthen sales and marketing alignment and shift from feature-and-function selling to va...

The tactical level of the holisticselling operating system connects strategy to execution , providing your frontline teams with the capabilities, processes and tools required to consistently create customer value. Seven interconnected tactical areas make this possible: go-to-market, marketing, sales enablement, sales and business development, solution consulting, value engineering and partner mana...

In this episode of the holisticselling podcast, Bernard Goor argues that predictable growth depends on synchronizing every company strategy around one true north: creating customer value at every touchpoint. Financial, brand, sales, product, customer success, and other strategies often create friction because functional leaders optimize for different objectives instead of acting as one interconnec...

In this episode, Bernard Goor introduces the h olisticselling operating system through a storytelling format that contrasts life inside a company before and after enterprise-wide alignment. Using two AI-generated characters—a CEO and a frontline sales representative—he illustrates how organizational friction is often the true cause of stalled growth and inconsistent performance. The story demonstr...

This episode of the holisticselling podcast discusses the h olisticselling operating system , a framework built to help B2B SaaS companies build a sustainable growth engine. When revenue growth stalls, most companies focus on fixing operational processes, such as lead generation, pipeline management, sales execution, account management and customer success. While improving these processes is impor...

In this episode of the holisticselling podcast, Bernard Goor and Neha Gupta, Founder and CEO of Breakthrough AI ( https://joinbreakthrough.ai/ ), discuss how AI can transform communication training for customer-facing professionals. Neha explains that traditional sales and leadership training often fails to develop the practical communication skills required in real customer conversations. Breakth...

In this episode of the holisticselling podcast, Jonathan Kvarfordt of 1mind explains how AI can be used to fundamentally redesign the B2B buying experience rather than simply enhancing existing sales processes. He shares that AI "superhumans" can handle research, qualification, product education, demonstrations, and technical questions, allowing human sellers to focus on high-value relationship bu...

In this episode of the holisticselling podcast, Rich Tarity, founder and CEO of truCX, explains that the greatest untapped source of competitive advantage lies in the collective intelligence already present within an organization. He argues that companies should replace slow, consultant-driven discovery with continuous, AI-enabled collaboration that captures insights from employees, customers, and...

The purpose of the holisticselling operating system is to align your entire company, from culture to strategies, tactics, and day-to-day operations, and eliminate internal frictions and barriers that are preventing your customer-facing teams to deliver extraordinary experiences and outcomes to your customers and prospects, at every touch point. At a time when competition is more intense than ever,...

In this episode of the holisticselling podcast, Mark Stevens and Bernard Goor discuss the fact that the most important challenge facing SaaS companies is understanding and proving the value customers actually realize from their solutions, not just selling them. Mark introduces the concept of outcomes engineering, where AI continuously captures evidence of customer value from CRM, product telemetry...

In this episode of the holisticselling Podcast, Sreedhar Peddineni, CEO and co-founder of GTM Buddy, explains how AI is transforming revenue enablement from static content management into dynamic revenue activation. He describes how GTM Buddy delivers the right information, sales plays, coaching, and content to sales and customer-facing teams at the exact moment they need it. The discussion explor...

In this episode of the holisticselling podcast, Todd Caponi shares how his research into online buying behavior led to the concept of transparent selling in B2B, showing that buyers trust and convert more readily when flaws, limitations, and trade-offs are openly discussed. He explains that transparency is the proactive sharing of information that helps buyers make better decisions. Todd also intr...

In this special holisticselling podcast episode, Adam Roach and Bernard Goor discuss the vital importance of coaching to continuously improve one’s professional and personal life. Adam and Bernard use holisticselling as an example to demonstrate Adam’s coaching methodology. It leads to significant insights, such as the need to: Accurately define your target customer avatar and understand their cha...

On this episode of the holisticselling podcast, Jessica Warren and Bernard Goor discuss how AI-enabled product marketing can dramatically improve sales productivity by reducing the time sales teams spend searching for internal information. Jessica emphasizes that product marketing must evolve into a trusted advisor that delivers contextual, value-based intelligence directly into sales workflows. T...

Carie Buchanan and Bernard Goor discuss how leading SaaS companies transform customer success into a strategic growth engine by aligning sales, implementation, customer success and product teams around customer value. She emphasizes that churn is rarely caused by one major issue, but rather by a series of disconnects across the customer lifecycle. The conversation highlights the importance of defi...

This episode of the holisticselling podcast explores how modern product management must evolve from feature delivery to business outcome ownership in the age of AI. Erick Rowe and Bernard Goor discuss how product managers need to operate as CEOs of their products, owning customer success, value creation, and cross-functional alignment across sales, marketing, services, and customer success teams....

In this episode, Dan Corazzi and Bernard Goor discuss building high-performing, customer-centric SaaS organizations. Dan emphasizes that culture is the single most important driver of success, anchored in an “employees first, customer always” philosophy. He explains how aligning all functions around a shared definition of success—combining financial, customer, and employee metrics—creates true cro...

This episode of the holisticselling podcast with Mike DeVita explores how value creation must be a core mindset across the entire B2B SaaS customer lifecycle—not just a late-stage sales tactic. Mike emphasizes starting with the customer’s strategic imperatives to build trust and relevance. The discussion introduces “value mapping”, which connects customer imperatives to seller capabilities and mea...

Great conversation with Keno Helmi, a 6-time CRO with great insights on how to optimize your sales success. Keno and Bernard Goor discuss the evolution of selling and buying in the SaaS B2B world, the structuring of the sales cycle, hiring and developing sales talent, negotiation throughout the sales cycle, value selling and business case negotiation, and the role of AI in sales leadership. Key ta...

The conversation with Marianne Holder-Brown delves into the transformation of marketing in the B2B SaaS industry, emphasizing the increased accountability of marketing in aligning with revenue and the role of storytelling in creating compelling brand stories. The discussion also explores the impact of AI on marketing, the transition from SEO to AEO, and the critical role of marketing in content cr...

The conversation with John Burton covers the importance of alignment, customer centricity, and the balance between growth and profit in enterprise software companies. It emphasizes the need for holistic selling and the role of leadership in driving value creation through customer-focused strategies. Takeaways Alignment is crucial at all levels of the organization Customer centricity can be measure...

The conversation with Annika Helmrich focuses on the critical role of marketing in aligning with sales to drive net new customer acquisition and customer expansion. It explores the importance of creating value-based messaging and customer stories, fueling a virtuous cycle of growth and overcoming internal frictions. It discusses the impact of AI on marketing in B2B SaaS and shares the role of mark...

The conversation with Tom Wuensch centers on the importance of building a customer-focused culture and delivering value at every touchpoint. It explores the need to outcomes, not capabilities or products. It touches on the value of empathy and active listening in sales conversations. The dialogue emphasizes the need to balance short-term profitability with long-term success by investing in custome...