Selling B2B has always been hard. The crazy buying frenzy of the ZIRP era was the exception, not the rule, so if you’re expecting the current buying climate to change any time soon, you need to readjust your perspective.Scott Barker, Partner & Co-founder of GTMfund and Host of The GTM Podcast, joins Host Craig Rosenberg and special guest-host Scott Albro to talk all things sales, venture capital, and go-to-market. Scott (Barker) shares why focus can give sales reps superpowers, the outsized impact of warm introductions when building pipeline, and how focusing on uniquely human skills can help you excel in sales. There’s also some great discussion around the importance of accountability and ownership throughout your go-to-market team.Also, Craig pitches both Scotts on launching a legal practice, Scott Albro relives the glory days of selling TOPO services, and Sam the Producer attempts to crack the case and catch the Bottle Cap Culprit.Critical TakeawaysInvest time in becoming an expert in the problems you are solving for your customers. Offer valuable insights that make clients see you as invaluable.Focus on the human side of sales, including trust-building and relationship management; that’s what closes deals. Rely less on pure automation or technology and more on human connections.Sellers can emulate what works in founder-led sales by using personal testimonies about why they joined the company or how the product solved a problem for them. This can make their pitch more relatable and compelling.Warm introductions are the best way to build pipeline in what is quickly becoming an AI-dominated selling landscapeSponsored SegmentThe Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Interested in becoming a sponsor of The Transaction? Contact transactionpod@samguertin.comChapters00:00 Intro00:26 Retreading Brent Adamson’s Maggots on a Plane Story02:30 Introducing Scott Barker05:10 Funny Fundraising Stories08:33 The Importance of Humanizing Sales12:59 Overcomplicating Pipeline Generation16:25 The Human Side of Sales19:39 How to Build Trust in Sales22:08 Expertise in Sales: Lessons from TOPO29:46 The Concept of “Opinionated Software”34:39 Overcomplicating Pipeline Generation38:19 The Power of Warm Introductions43:36 Scaling Founder-Led Sales52:59 The Value of Human Skills in the Age of AISign up for our Newsletter: https://thetransaction.substack.com/Epic Quotes“ If you even have the thought of an excuse as a sales leader, as a seller, as a marketer, you're already dead in my books. It requires full and complete accountability.” - Scott Barker“ If there are things that are stopping you from doing your job, it is nobody else's problem, but your own” - Scott BarkerConnect with Scott BarkerLinkedIn: https://www.linkedin.com/in/ssbarker/ GTMfund Website: https://www.gtmfund.com/ GTMfund’s new fundraising announcement: https://techcrunch.com/2025/02/04/how-max-altschuler-accidentally-founded-a-vc-firm-that-just-raised-another-54m/ GTMnow Website: https://gtmnow.com/ The GTM Podcast: https://gtmnow.com/tag/podcast/ ShoutoutsBrent Adamson: https://www.linkedin.com/in/brentadamson/ Brent Adamson’s Episode of The Transaction: https://open.substack.com/pub/thetransaction/p/reframing-b2b-sales-to-drive-buyer?r=3iae7z&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false Max Altschuler: https://www.linkedin.com/in/maxaltschuler/  Javier Soltero: https://www.linkedin.com/in/jsoltero/ ZendeskAnthropicMicrosoftGoogleNeil Harrington: https://www.linkedin.com/in/neildharrington/ Jim Cyb: https://www.linkedin.com/in/jimcyb/ Vinny Pazienza, AKA Vinny Paz and Vinny “The Pazmanian Devil" PazienzaBleed For This (2016, Ben Younger)Love the show? Give us a shoutout on LinkedIn and tell us what you loved!