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Welcome to Scale Your Sales weekly Monday 12 midnight GMT podcast, No 8. of 42 Best Podcast For Every Sales Professional 2020. Dedicated to learning from amazing experts and influencers to help you on your journey to Scale Your Sales. A show created for B2B executives, sales leaders, key account managers and customer serving professionals, to engage with lively conversations on customer experiences, strategic revenue growth and modern sales know-how.

I am Janice B Gordon, the Customer Growth Expert. Sales is not a function of the business; sales are the primary outcome of the business and marketing is a part of this sales process rather than the other way around. What is critical to a productive business is how the customer experiences the sales process and what outcomes the customer requires from the sale. The more focused you are on the customer outcome the more productive your sales process. More on Scale Your Sales website.

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  2. #312 Steve Gielda - Why Your Sales Pipeline Isn’t as Healthy as You Think

#312 Steve Gielda - Why Your Sales Pipeline Isn’t as Healthy as You Think

Jun 1, 2026

Most CEOs think their sales pipeline is healthy, but the real story is hiding in stalled and quietly lost deals.

We unpack why processes always beat skills for predictability and how top sales teams are winning bigger in a tougher market.

In this episode, Janice B Gordon sits down with Steve Gielda to reveal the pitfalls of sales assumptions and the strategic moves that accelerate revenue and increase deal velocity.

What you’ll learn:
a) Why understanding your buyer’s real metrics is the secret to beating lower-cost competitors
b) The critical difference between stages and milestones in sales processes
c) How assumptions, especially by experienced reps, kill deals

Steve Gielda has spent 30 years at the forefront of global sales performance, co-founding Ignite Selling and helping world-class organisations like Boston Scientific, Siemens, and Mastercard drive faster, more strategic revenue growth.

Timestamps:

00:00 Understanding buyer priorities and metrics

04:53 Understanding the buyer's perspective

08:42 Identifying and leveraging key stakeholders

13:30 Improving sales processes

16:27 Defining and leveraging stakeholders

19:00 Win-loss analysis findings

23:23 Engaging sales rep conversations

27:18 Strategic sales approach boosts revenue

31:36 AI tools for sales strategies

32:58 Defining product advocates

 

Connect with Steve

LinkedIn: https://www.linkedin.com/in/sgielda/

 

Connect with Janice

Book Janice to speak at your next sales or leadership event: https://janicebgordon.com

LinkedIn: https://www.linkedin.com/janice-b-gordon/

Instagram: https://www.instagram.com/janicebgordon

Scale Your Sales Podcast: https://scaleyoursales.co.uk/podcast

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