SaaS Backwards · 2025-10-31 · 37 min
Send us Fan Mail Guest: Brent Adamson, Co-Author of The Framemaking Sale & Co-Founder of A to B Insight SaaS sales teams obsess over beating competitors - but the real battle isn’t across the table. It’s in the buyer’s mind. In this episode, Brent Adamson - co-author of The Challenger Sale and The Challenger Customer and Co-Founder of A to B Insight - joins host Ken Lempit to reveal why most SaaS deals are lost to no decision at all, and how his new book, The Framemaking Sale , helps buyers build the confidence to act. Brent explains how the sales playbook has evolved from “teach them what to think” to “help them trust themselves” - and why the future of B2B growth depends on changing how we sell, not what we sell.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
How to Sell More by Boosting Customer Confidence - Outside Sales Talk with Brent Adamson and Karl SchmidtOutside Sales Talk · on Challenger Sale83 / 100
Why Transactional Sales Are Dying in Healthcare And Whats Replacing Them With Marney Reid and Erika DeLeonConnect 2 Develop · on Challenger Sale75 / 100
The Sales Rep Who Won by Telling the Buyer He Was WrongClosing the Deal with Fexingo · on Challenger Sale72 / 100
How Fear Controls the Way We Lead, Sell, and Parent with Bryan PostMake It Happen Mondays · on Challenger Sale71 / 100
105. Series 4 | Episode 5. The Current State of SaaS Brand Building and AI in B2B Marketing, with Michelle Huff, CMO at AlteryxMarket Mentors · on SaaS marketing67 / 100
#107: Mentoring the Next Generation of Successful Sales LeadersWinning the Challenger Sale · on Challenger Sale60 / 100Ep. 199 - What AI Taught One Founder About the Future of SaaS79 / 100Ep. 198 - How to Make Your SaaS Company More Fundable94 / 100Ep. 197 - The SaaS Retention Problem Starts Before the Customer Signs75 / 100Ep. 196 - The SaaS Opportunity Hidden Inside Services79 / 100Ep. 195 - Why Code No Longer Drives SaaS Value in the AI Era89 / 100