Sales culture is the hidden driver behind customer trust, enterprise sales performance, and long-term B2B growth.
In this episode of the B2B Sales Trends Podcast, Harry sits down with Liat Shentser, VP Solutions Engineering at SentinelOne, to unpack why culture is no longer a soft topic in modern B2B selling. From cybersecurity sales and sales engineering to go to market strategy and customer trust, this conversation explores what actually creates alignment inside high performing teams. Liat shares practical leadership frameworks, the psychology behind trusted advisor selling, and why elite B2B sales leadership starts with intent, clarity, and purpose. 🔗 Explore more at www.globalperformancegroup.com ⏱️ Timestamps:
00:00 – Why sales culture directly impacts revenue in B2B sales
02:36 – Customer trust and the future of enterprise sales
04:21 – Why sales engineering is now critical in cybersecurity sales
06:42 – The leadership principles behind high performance teams
10:23 – The three pillar framework for modern B2B selling
22:46 – Measuring sales culture through business performance metrics This episode is for B2B sales leaders, sales engineers, go to market teams, and enterprise revenue operators who want to improve customer trust, sales culture, and high performance execution in modern B2B selling. You’ll learn:
• Why sales culture is a measurable performance driver
• How solution engineers become trusted advisors in enterprise sales
• The role emotional intelligence plays in B2B sales leadership
• How customer trust reduces friction and shortens sales cycles
• Why go to market strategy should always start with the customer 💡 Key Takeaways
• Sales culture is not a soft skill initiative. It directly impacts win rates, retention, and customer trust.
• Modern sales engineering requires emotional intelligence, storytelling, and business outcome alignment, not just technical expertise.
• High performing go to market teams align around customer outcomes instead of internal KPIs.
• The strongest B2B sales leaders create intentional cultures built on clarity, focus, and vulnerability based trust.
• Enterprise sales success increasingly depends on human connection, even in an AI driven world. 👤 About Guest
Liat Shentser is the VP of Solutions Engineering at SentinelOne and a global technology leader with experience across cybersecurity, cloud transformation, and go to market leadership at companies including SentinelOne, Zscaler, Juniper Networks, and Cisco. She is known for building high-performance sales engineering teams that connect technical innovation with customer trust, business outcomes, and modern enterprise growth. Connect with Liat Shentser on LinkedIn: https://www.linkedin.com/in/liatshentser/ If this episode sparked new thinking, share it with your team.
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👉 https://globalperformancegroup.com/26-sales-trends/ 🎙️ Want to Be a Guest on B2B Sales Trends? We feature senior B2B sales leaders, commercial executives, and operators shaping modern go-to-market strategy. If that’s you - or someone you recommend - submit a short application here:
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