On the B2B Sales Trends Podcast, host Harry Kendlbacher sits down with Brian North, Sr. Vice President of Strategic Brand Partnerships at Hearst, to unpack why most sales strategies fail in execution - and what separates teams that sustain high performance. This is a conversation from our archive we’re resurfacing because its insights on sales techniques, sales enablement, and AI in sales enablement are more relevant than ever.
🔗 Explore more insights: https://www.globalperformancegroup.com/
You’ll learn:
- Why sales strategies fail in execution - and how to fix it
- How elite sellers move from product pitching to problem solving
- What buyer psychology reveals about modern purchase decisions
- How sales enablement best practices drive consistent execution
⏱ Timestamps
00:00 – What High Performance in Sales Really Means Today
04:35 – Why Sales Strategy Breaks Down in Execution
09:05 – Measuring Impact vs Activity in B2B Sales
11:15 – From Product Pushing to Problem Solving Sales Technique
13:30 – Buyer Psychology and Modern Purchase Decisions
24:20 – AI in Sales Enablement and the Future of Selling
💡 Key Takeaways
- High performance in sales comes from impact, not volume
- Sales techniques must align with how buyers actually make decisions
- Sales enablement best practices fail without coaching and reinforcement
- Buyer psychology explains why activity alone doesn’t move deals
- AI in sales enablement amplifies skill — it doesn’t replace judgment
About the Guest
Brian North is Senior Vice President of Strategic Brand Partnerships at Hearst, where he focuses on performance, innovation, and consultative selling across a complex, fast-moving media landscape. With over 25 years of experience, Brian helps organizations translate data, audience insights, and buyer psychology into sales techniques that drive real business outcomes.
Connect with Brian on LinkedIn: https://www.linkedin.com/in/brian-n-85b2682/
If this episode sparked new thinking, share it with a sales leader or enablement partner focused on execution - not just strategy.
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🔗 Explore more at https://www.globalperformancegroup.com/