Traditional B2B sales is collapsing because buyers self-educate (increasingly with AI), buying journeys are non-linear, and consensus/risk aversion dominates.

This podcast with Ian Horne, Founder of Let Fintech Grow, explores the seismic shift being experienced in the B2B tech buyer seller relationship and delves into my new book ‘Symbiotic Selling - The End of Traditional B2B Sales - And What Replaces It’ https://youtu.be/69mBfhgy9Ds?si=YRLtJPE07BtLPh0p

Writing a book is daunting. Sharing it with people you respect is terrifying. That’s why I was so grateful for early feedback like this:...