Fundamentals, Risk and Differentiation - Season 5: Episode # 88

In this episode of the Cheat Code + Friends podcast, Hannah Ajikawo shares what actually drives sales performance in competitive markets. As CEO and founder of Revenue Funnel, she explains why most teams focus too much on internal process and not enough on how buyers make decisions, which ultimately creates a gap that stalls growth.

In her experience, sales fundamentals are getting ignored and buyers are getting harder to convince. Hannah shares how credibility is built, why borrowing trust can accelerate deals, and how strong execution often matters more than product differentiation. She also covers hiring, consultative selling, and the role of AI in shaping modern go-to-market without replacing the fundamentals.

Looking for advice on partnerships, customer experience, and why helping buyers make confident decisions is the real job of sales? This episode has you covered.

Chapters

00:00 The Unsexy Fundamentals of Sales

05:53 Understanding Buyer Dynamics

09:02 Building Credibility in Sales

12:09 Navigating Competitive Markets

14:49 The Importance of Customer Experience

17:55 The Role of AI in Sales Strategy

20:49 The Power of Partnerships in B2B

24:23 Innovative Go-to-Market Strategies