Modern B2B Buying: Enabling Buying Podcast with Paul Kirch

Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth

For the short video summary, please click here [https://www.linkedin.com/posts/episode-01carol-eversen-on-ai-search-buyer-ugcPost-7467575573364785152-lpRL/?utm_source=share&utm_medium=member_desktop&rcm=ACoAACzxtTEBHImI5m4BMDcZoDJooYlB9CFDvkw]. Watch the full video here [https://youtu.be/Ap5S6RgMxOQ?si=4QRiDjI0PU-vcm9G]. ---------------------------------------- In this episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch [https://www.linkedin.com/in/paulkirch/] sits down with Carol Eversen [https://www.linkedin.com/in/cpeversen/], Area Managing Partner, CMO, and CRO at Chief Outsiders [https://www.linkedin.com/company/chief-outsiders/], to discuss how AI is reshaping search, buyer behavior, and revenue generation. With leadership experience spanning companies like AT&T, LexisNexis, MasterCard, and ALM Media, Carol brings decades of expertise in growth strategy, demand generation, and customer-driven marketing. Paul and Carol explore how today’s buyers are relying more heavily on AI tools like ChatGPT and Perplexity to research companies before ever speaking with sales. As a result, traditional SEO strategies and outbound tactics are evolving rapidly. Carol explains why reputation, authority, trust, and relevance now play a much larger role in whether a company gets discovered, shortlisted, or ignored entirely. The conversation also dives into how AI is changing the relationship between sales and marketing teams, why companies need to focus on effectiveness instead of just efficiency, and how organizations can create content and messaging that truly aligns with buyer intent. Throughout the discussion, Carol reinforces the importance of understanding emotional drivers, building credibility, and enabling buyers with clarity instead of overwhelming them with noise. IN THIS EPISODE, PAUL AND CAROL EXPLORE: • How AI search tools are changing B2B buying behavior • Why SEO is evolving instead of disappearing • The growing importance of trust, reputation, and authority in AI-driven search • How buyers are becoming more informed before speaking with sales • Why emotional decision-making still drives B2B purchases • The difference between efficiency and effectiveness in AI adoption • How marketing and sales teams can align around shared revenue goals • Why companies need better buyer-focused content and messaging • The role of AI in improving sales preparation, coaching, and insights RESOURCES MENTIONED: • Chief Outsiders [https://www.chiefoutsiders.com/] • AI Search & LLM Models (ChatGPT, Perplexity AI, Claude) • Collavia [https://collavia.com/] ---------------------------------------- LISTEN & SUBSCRIBE TO ENABLING BUYING: A B2B SALES AND REVENUE PODCAST There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success [https://www.youtube.com/@Criteriaforsuccess]. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com [info@collavia.com]. To learn more about the methodology behind the show, visit collavia.com [https://collavia.com/]. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ [https://collavia.com/category/podcast/] The post Carol Eversen on AI Search, Buyer Trust, and the Future of Revenue Growth [https://collavia.com/ai-search-and-buyer-trust-carol-eversen/] appeared first on Collavia [https://collavia.com].

Modern B2B Buying: Enabling Buying Podcast with Paul Kirch

For the short video summary, please click here [https://www.linkedin.com/feed/update/urn:li:activity:7462490579541762049]. Watch the full video here [https://youtu.be/kpaT7--dL7Q]. ---------------------------------------- In this introductory episode of Enabling Buying: A B2B Sales and Revenue Podcast, host Paul Kirch [https://www.linkedin.com/in/paulkirch/] explores the shift shaping modern B2B buying. Today’s buyers are more informed, more distracted, and more skeptical of traditional sales messaging than ever before. At the same time, AI-driven outreach and impersonal communication are creating even more noise in the marketplace. d by Collavia [https://collavia.com/] CEO Charles Bernard [https://www.linkedin.com/in/charlesbernard1/], focuses on helping the buyer think through their decision and feel confident rather than pushing them toward a transaction. By becoming a resource and earning trust, sales professionals can align with the buyer’s emotional needs and move from being a persuader to a guide. In this conversation, Paul shares what listeners can expect from the show, including real conversations with revenue leaders who are rethinking the buyer’s “why”. He explains why B2B decisions are driven by emotion and risk rather than pure logic, and how shifting your mindset can help you stand out in a crowded marketplace. IN THIS EPISODE, PAUL EXPLORES: * The New Buyer Reality: Why traditional sales tactics sound the same while buyer behaviors have shifted. * Logic vs. Emotion: Understanding the emotional drivers, like internal risk and personal trust, that truly drive B2B decisions. * From Pitching to Guiding: How to stop chasing and start aligning with the buyer’s journey. * The Enabling Buying Methodology: A preview of the framework designed to help prospects move forward with clarity. * Standing Out: Moving from someone prospects protect themselves from to someone they want to talk to. * Service Through Sales: Why the future of revenue is about getting better at helping people purchase. RESOURCES MENTIONED: * Collavia [https://collavia.com/]: Your all-in-one sales enablement platform. * BOSS Academy [https://www.bossacademy.com/] Radio: Hosted by Paul Kirch. * Enabling Buying in a World of Selling Methodology™ [https://s.w.org/images/core/emoji/17.0.2/72x72/2122.png] [https://enablingbuying.com/]. ---------------------------------------- LISTEN & SUBSCRIBE TO ENABLING BUYING: A B2B SALES AND REVENUE PODCAST There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success [https://www.youtube.com/@Criteriaforsuccess]. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn or email your questions to info@collavia.com [info@collavia.com]. To learn more about the methodology behind the show, visit collavia.com [https://collavia.com/]. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/category/podcast/ [https://collavia.com/category/podcast/] The post Modern B2B Buying: Enabling Buying Podcast with Paul Kirch [https://collavia.com/modern-b2b-buying-paul-kirch/] appeared first on Collavia [https://collavia.com].

Kelly Stepno on Building Trust and Reputation in Crisis Communication

For the short video summary, please click here [https://www.linkedin.com/feed/update/urn:li:activity:7414667274642665472]. Watch the full video here [https://youtu.be/5fyg-e2BLhg?si=bA42Zbg3xHdaC4CU]. ---------------------------------------- In this episode of Enabling B2B Buying with Charles Bernard [https://www.linkedin.com/in/charlesbernard1/], we explore building trust and reputation in crisis communication with Kelly Stepno [https://www.linkedin.com/in/kelly-stepno-3a478322/], Senior Leader at APCO [https://apcoworldwide.com/], a global advocacy and advisory firm. Throughout her career, Kelly has spent her entire career in consulting, helping major organizations navigate crisis, litigation communication, and high-stakes reputation challenges. Although she never planned to work in sales, Kelly explains how consulting placed her at the center of buying and selling. Over time, she learned that winning trust during crisis is not about pitching. Instead, it starts with listening closely, understanding leadership responsibilities, and helping solve real problems. As a result, Kelly shares how the volatility of today’s environment has intensified pressure for both buyers and sellers, and why honesty, active listening, and relationship-building are now more important than ever. She also discusses how building trust and reputation in crisis communication shape every interaction, from crisis response to long-term advisory work. IN THIS CONVERSATION, KELLY AND CHARLES EXPLORE: * Kelly’s path from crisis communication to C-suite reputation work * How active listening builds trust and clarity with clients * Why relationships outperform transactional selling * How to challenge RFPs with honest guidance * The long runway from first meeting to partnership * How teamwork and “phone a friend” strengthen conversations * Why in-person connection creates deeper trust * How leaders coach emerging professionals to sell through service * What motivates Kelly in complex, high-pressure environments RESOURCES MENTIONED: • APCO Worldwide [https://apcoworldwide.com/] • Crisis communication and reputation frameworks • C-suite and KPI alignment strategies ---------------------------------------- LISTEN & SUBSCRIBE TO ENABLING B2B BUYING WITH CHARLES BERNARD There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success [https://www.youtube.com/@Criteriaforsuccess]. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn [https://www.linkedin.com/company/collavia/] or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com [https://enablingbuying.com/]. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ [https://collavia.com/blog/] The post Kelly Stepno on Building Trust and Reputation in Crisis Communication [https://collavia.com/kelly-stepno-on-building-trust-and-reputation-in-crisis-communication/] appeared first on Collavia [https://collavia.com].

Hearts, Minds, and Wallets: Jennifer Morgan on Closing Bigger Deals

For the short video summary, please click here [https://www.linkedin.com/feed/update/urn:li:activity:7406694596476432384]. Watch the full video h [https://youtu.be/60_874grAvs?si=bXrJUt2NaKQhzUbg]ere [https://youtu.be/60_874grAvs?si=bXrJUt2NaKQhzUbg]. ---------------------------------------- In this episode of Enabling B2B Buying with Charles Bernard, Charles [https://www.linkedin.com/in/charlesbernard1/] speaks with Jennifer Morgan [https://www.linkedin.com/in/jennifer-morgan-comm/], founder and CEO of Connective Communication [https://connectivecom.com/] and author of Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals [https://connectivecom.com/hearts-minds-wallets/]. After 15 years on Wall Street with firms like Credit Suisse, Citigroup, and J.P. Morgan Asset and Wealth Management, Jennifer now helps leaders and teams communicate with clarity, close bigger deals, and create lasting relationships. Drawing on her experience working with more than 45,000 people in 16 countries, Jennifer explains how to win hearts, minds, and wallets by serving others, asking better questions, and preparing thoughtfully for every interaction. She shares the story behind her book, the mentors who shaped it, and the tools and templates that help sellers move from pressure-driven pitches to clear, consultative conversations that enable buying. IN THIS CONVERSATION, JENNIFER AND CHARLES EXPLORE: * How 15 years on Wall Street led Jennifer to launch Connective Communication * The origin story of Hearts, Minds and Wallets and the two mentors who brought it to life * Why “showing up in service of others” is at the core of closing bigger deals * The idea of being “authentic with boundaries” in high-stakes business settings * How to curate long-term relationships instead of settling for quick, transactional wins * Moving from “Always Be Closing” to “Always be client- or colleague-ready” * The role of people, process, and performance, and why people are the true edge in any market * How gratitude, service, and a clear personal ethos keep you grounded as you grow RESOURCES MENTIONED: * Hearts, Minds and Wallets: The Thin Book That Closes Gigantic Deals [https://connectivecom.com/hearts-minds-wallets/#order] by Jennifer Morgan * Connective Communication [https://connectivecom.com/] * Make-A-Wish Foundation [https://worldwish.org/?gad_source=1&gad_campaignid=22378402311&gbraid=0AAAAADnYAsB7T2h3ZKvFbprJ0RVfvqLxD&gclid=CjwKCAiAz_DIBhBJEiwAVH2XwDtHhxzEXI4iO5fJvO_Ff-jAjagBnA-DmLBwxYf5thKRDH2VWGyNlxoCqDIQAvD_BwE] * How to Win Friends and Influence People [https://www.amazon.com/How-Win-Friends-Influence-People/dp/0671027034] by Dale Carnegie * International Coaching Federation (ICF) [https://coachingfederation.org/] * Morningstar (people, process, performance framework) [https://www.morningstar.com/en-uk/company?elqTrackId=d834acecaa964961b82d803ac6fc9a86&elqaid=3668&elqat=2&elqak=8AF5D3A1E9123B8F9B53000862CEE84E77A416E86DC570F97A4CB8C0FCBAC3065BF8] ---------------------------------------- Listen & Subscribe to Enabling B2B Buying with Charles Bernard There are two ways you can listen to this podcast. You can click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred player of choice. You can watch full episodes on our YouTube channel: Criteria for Success [https://www.youtube.com/@Criteriaforsuccess]. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn [https://www.linkedin.com/company/collavia/] or email your questions to info@collavia.com. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com [https://enablingbuying.com/]. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ [https://collavia.com/blog/] The post Hearts, Minds, and Wallets: Jennifer Morgan on Closing Bigger Deals [https://collavia.com/hearts-minds-and-wallets-jennifer-morgan-on-closing-bigger-deals/] appeared first on Collavia [https://collavia.com].

Sales With Purpose: Kimberly Pearson on Mission-Driven Work at Oticon

For the short video summary, please click here [https://www.linkedin.com/feed/update/urn:li:activity:7401621192547426304]. Watch the full video h [https://youtu.be/lOMs-ucdM9Y]ere [https://youtu.be/lOMs-ucdM9Y]. ---------------------------------------- In this episode of Enabling B2B Buying with Charles Bernard [https://www.linkedin.com/in/charlesbernard1/], we highlight sales with purpose through the story of Kimberly Pearson [https://www.linkedin.com/in/kimberly-pearson-55b490b9/], an audiologist and sales leader at Oticon [https://www.oticon.com/], a Danish hearing health care company known for its groundbreaking work in “brain hearing.” With more than 30 years of experience in audiology and sales, Kimberly shares how her career has been driven by one guiding purpose: changing lives through better hearing. She reveals how science, empathy, and mission-driven selling connect to create lasting trust between providers and patients, and how understanding your “why” shapes meaningful results. IN THIS CONVERSATION, KIMBERLY AND CHARLES EXPLORE: * How Oticon’s mission and research culture translate into real-world patient impact * The meaning of sales with purpose and why it drives stronger buyer relationships * The art of enabling buying by truly listening to customer needs * Strategies for balancing KPIs with authenticity and trust * The importance of staying curious, learning continuously, and leading with empathy * How AI and technology are transforming hearing health care, and how professionals can adapt * Why knowing your “why” sustains motivation and purpose in sales RESOURCES MENTIONED: * Oticon [https://www.oticon.com/] * Start With Why TED Talk [https://youtu.be/u4ZoJKF_VuA?si=SN51IUmhD79qss4G] by Simon Sinek Visit Kimberly’s company website here: https://www.oticon.com/ [https://www.oticon.com/] ---------------------------------------- Listen & Subscribe to Enabling B2B Buying with Charles Bernard There are two ways you can listen to this podcast: click the play button at the top of this page, or listen from your mobile device’s podcast player through Apple Podcasts, Spotify, Google Podcasts, YouTube, or your preferred platform. You can also watch full episodes on our YouTube channel: Criteria for Success [https://www.youtube.com/@Criteriaforsuccess]. If you have questions you would like answered by our guests or experts, share them with us on LinkedIn [https://www.linkedin.com/company/collavia/] or email your questions to info@collavia.com [info@collavia.com]. To learn more about Charles Bernard’s book Enabling Buying in a World of Selling, visit enablingbuying.com [https://enablingbuying.com/]. Looking for more episodes? Check out the full podcast collection right here: https://collavia.com/blog/ [https://collavia.com/blog/] The post Sales With Purpose: Kimberly Pearson on Mission-Driven Work at Oticon [https://collavia.com/sales-with-purpose-kimberly-pearson/] appeared first on Collavia [https://collavia.com].