“Trust is kind of a very high-level concept. How do you materialize trust? To me, trust is the combination of transparency plus predictability.”

— Blanca Galletero

In B2B sales, we talk endlessly about pipeline, process, and performance. But underneath all of it sits one thing you can’t automate, shortcut, or fake: trust.

In this episode of B2B Sales Trends, host Harry Kendlbacher sits down with Blanca Galletero, VP EMEA Channels at SentinelOne, to explore what it really takes to build trust for sales in complex partner ecosystems - and why relationship selling consistently outperforms process-heavy approaches.

Drawing on more than two decades of leadership experience across global technology companies, Blanca challenges many of the assumptions modern sales teams still hold. Trust, she argues, isn’t a value statement or a slide in a deck. It’s a daily leadership discipline - one rooted in transparency, predictability, and the courage to tell the truth, even when it’s uncomfortable.

This conversation goes beyond tactics. It’s about how sales leaders show up, how credibility is earned over time, and why the future of B2B selling depends less on control and more on connection.


What You’ll Learn in This Episode

✔ Why “building trust for sales” is harder - and more important - than scaling process
Most organizations say trust matters. But what does it actually look like when pressure is high and trade-offs are real?

✔ How relationship selling works at scale in partner ecosystems
If relationships are personal, how do they scale across regions, channels, and stakeholders without breaking?

✔ What transparency really means in leadership
Is sharing more information always the answer - or is predictability just as important as openness?

✔ Why saying “no” can strengthen partnerships instead of damaging them
When does honesty create credibility rather than risk, and how do leaders know when to draw the line?

✔ How AI and automation change sales -  without replacing trust
As technology accelerates selling, which parts of the sales relationship become even more human?


If you’re leading sales teams, managing channel partnerships, or navigating complex B2B buying environments, this episode offers a grounded, experience-driven perspective on what truly drives long-term performance.

Because in the end, processes scale activity - but trust scales relationships.

🎧 Listen to the full conversation here:
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