How to Address the Number One Hidden Challenge for B2B Sellers
Julian Kulkarni, SVP and Chief Marketing Officer at Reapit, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.
How to Address the Number One Hidden Challenge for B2B Sellers A Conversation with Julian Kulkarni, SVP, Chief Marketing Officer at Reapit EPISODE 206 Steve MacDonald HOST:
Table of Contents • [1:09] Introduction to Julian Kulkarni • [27:22] Full Podcast Episode • [2:16] Episode Highlights Video • [2:20] Strengthening Internal Trust for Business Growth and Success • [3:00] Unlocking Internal Alignment Built on Trust for Lasting Growth • [5:32] Rebuilding Trust and Culture After Mergers and Acquisitions • [5:47] Leveraging AI Without Losing Human Connection and Interaction • [4:16] How Real-Time Customer Conversation and Feedback Drives B2B Success • [1:40] Treat Buyers Like People, Not Just Professionals • [1:00] Why Trust Depends on Ongoing Connection • [0:36] Short - Leveraging AI Without Losing Human Connection and Interaction
ABOUT Julian Kulkarni Julian Kulkarni, SVP and Chief Marketing Officer at Reapit, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.
FULL EPISODE “Do not forget the importance of human interaction and human trust, both inside your business and outside it, at every level. Continue to nurture it and build upon it. Look yourself in the mirror, ask people what they honestly think of you and your work, take their feedback seriously, and act on it. That’s how you win.” – Julian Kulkarni
[2:16] Episode Highlights Video
[2:20] Strengthening Internal Trust for Business Growth and Success “It's important to look internally first. In all the different businesses I've been in, you can be aligned, but you also need to trust each other in a business, and that doesn't just mean the C-suite. It means across the business, across all the people who work.” – Julian Kulkarni
[3:00] Unlocking Internal Alignment Built on Trust for Lasting Growth “Alignment is good, but trust is believing in the direction you’re going in and why you’re there.” – Julian Kulkarni
[5:32] Rebuilding Trust and Culture After Mergers and Acquisitions “Each of those companies has been a separate culture, possibly with their leader, values, and excitement, so you have to rebuild that trust a little bit. Part of that, and the art of it, is taking the best from each, learning from each other, and creating something better than the sum of the parts.” – Julian Kulkarni
[5:47] Leveraging AI Without Losing Human Connection and Interaction “I think AI is supercharged. There's so much you can do. But people are still people, and it's also something that everyone has access to, so you have to use it better than anyone else.” – Julian Kulkarni
[4:16] How Real-Time Customer Conversation and Feedback Drives B2B Success “If you are an enterprise seller in a large B2B company, you can be doing your big deals, but still see what people are hearing in real time. That provides you with an understanding, which can impact the roadmap, product, and so on. It influences everything if you get it right.” – Julian Kulkarni
[1:40] Treat Buyers Like People, Not Just Professionals “In companies, often people want to go to the most senior person and talk to them, but they may not be the one making the decision. When you're talking to anybody, don't assume. Just treat them as a human being. It normally pays off.” – Julian Kulkarni
[1:00] Why Trust Depends on Ongoing Connection “Everything you do, everyone you talk to, and everyone you engage with is a long-term investment. I think if you get that right, you are setting yourselves up for success.” – Julian Kulkarni
YOUTUBE SHORT: “I think AI is supercharged. There's so much you can do. But people are still people, and it's also something that everyone has access to, so you have to use it better than anyone else.” – Julian Kulkarni
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