“The main thing that is in the background that makes this break is miscommunication.”
– Bassem Salameh
Complex B2B sales don’t usually fall apart because of a weak product or an uncompetitive price. More often, they stall quietly – slowed down by misalignment, miscommunication, and teams working in parallel instead of together.
In this episode of B2B Sales Trends, host Harry Kendlbacher sits down with Bassem Salameh, Head of Network North Europe at Ericsson, to explore what really determines momentum in complex B2B sales environments. Drawing from years of leading sales, technical, and delivery teams, Bassem breaks down why cross-functional alignment is no longer optional – and what changes when teams stop protecting their lanes and start owning outcomes together.
What You’ll Learn in This Episode
✔ Why cross-functional alignment matters more than product or price
Most organisations focus on what they sell. But what happens when sales, technical, and delivery teams don’t share the same understanding of the deal?
✔ Where complex B2B sales deals actually break down
Is it really pricing, competition, or terms – or is miscommunication quietly doing the damage behind the scenes?
✔ How high-performing sales teams share accountability without friction
What changes when ownership rotates across deal stages instead of sitting with one function?
✔ Why “pre-sales” and “post-sales” thinking limits performance
If sales is happening all the time, how should teams rethink collaboration across the customer journey?
✔ What leaders often underestimate when scaling stakeholder collaboration
Clear strategy is one thing – but how do you keep alignment, trust, and clarity across hundreds of people?
This conversation goes beyond theory. It offers a grounded, real-world look at how modern B2B sales strategy actually plays out inside large, complex organisations – and why leadership, communication, and inclusion are the real levers of performance.
If you’re leading cross-functional teams, navigating enterprise sales complexity, or trying to build high-performing sales teams without old-school tactics, this episode will challenge how you think about alignment, accountability, and momentum.
Listen to the full conversation here:
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