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

About this episode

Hannah Ajikawo discusses the key drivers of sales performance and the importance of understanding buyer dynamics in competitive markets.

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…

People in this episode

Host: In Revenue Capital

Guest: Hannah Ajikawo

Topics covered

• sales performance
• buyer dynamics
• credibility in sales
• customer experience
• AI in sales strategy
• partnerships
• go-to-market strategies

Keywords

• sales fundamentals
• buyer decisions
• trust in sales
• consultative selling
• AI in sales
• hiring sales reps
• customer experience

Mentioned in this episode

Organizations: Revenue Funnel, Fast Company, Forbes

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