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 Takeaways

Invest 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 landscape

Sponsored Segment

The 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 thetransaction@samguertin.com

Chapters

00:00 Intro

00:26 Retreading Brent Adamson’s Maggots on a Plane Story

02:30 Introducing Scott Barker

05:10 Funny Fundraising Stories

08:33 The Importance of Humanizing Sales

12:59 Overcomplicating Pipeline Generation

16:25 The Human Side of Sales

19:39 How to Build Trust in Sales

22:08 Expertise in Sales: Lessons from TOPO

29:46 The Concept of “Opinionated Software”

34:39 Overcomplicating Pipeline Generation

38:19 The Power of Warm Introductions

43:36 Scaling Founder-Led Sales

52:59 The Value of Human Skills in the Age of AI

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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 Barker

Connect with Scott Barker

LinkedIn: 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/

Shoutouts

Brent 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/
Zendesk
Anthropic
Microsoft
Google
Neil 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" Pazienza
Bleed For This (2016, Ben Younger)

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Selling like a Real Human Being with Scott Barker - Ep. 41

The Transaction