The outcome-based B2B sales playbook

Twenty years in B2B tech sales. Vodafone, IBM, Talent Garden-now I lead sales strategy and go-to-market at iSquared in Var Group, where we help companies transform AI's potential into measurable performance.

From this experience, I've learned one thing: most sales professionals sell products. The best ones sell results.

This book comes from that insight.

It's not theory from a consultant or a guru. It's what actually works when you're in the trenches, when the quarter is ending, when you need to prove value to a CxO receiving five competing proposals.

If you're in this situation, this book is for you:

• You close deals, but smaller than you'd like. Struggle to communicate value beyond price.
• You lose deals in negotiation you should have won. Long cycles, blocked processes.
• You're a Sales Manager looking for a replicable methodology for your team.
• You're a business leader wanting to build a sales culture centered on value, not volume.

• Shift focus from your products to the business results your customers actually seek.
• Build collaborative business cases that become the real "engines" driving sales within your customer's organization.
• Master the Challenger Sale: provoke your customers with insights they haven't yet considered.
• Negotiate with authority, creating agreements where both sides win (without cutting price out of desperation).
• Leverage AI in your daily work: virtual assistants, analysis, preparation (the competitive edge top performers already use).
• Ready-to-use frameworks, templates, and checklists you can deploy immediately.

Every chapter is built on two principles:
1. It's based on what I've actually done (not theory).
2. It's immediately actionable (it won't gather dust on your shelf).

This isn't your typical sales book.

It's the manual I wish I'd had when I started.