Host Richard Ellis and guest Brayden Young (co-founder of Slash Experts, formerly of Sendoso) discuss why B2B buying signals look contradictory (Forrester’s view that ~90% of executives want to buy without talking to sales versus AI-native firms hiring SDRs) and what this means for sellers and leaders. They argue buyers increasingly research via reviews, backchannels, and pilots, and mainly avoid unhelpful reps. AI and avatars can compress the traditional SDR/AE/SE chain so one technical AE can do more, shifting roles toward technical SDRs and go-to-market engineers.

They predict consolidation of point tools into all-in-one platforms while CRMs persist due to security and reliability. Practical advice includes partnerships (especially with consultants/agencies), in-person events, ignoring LinkedIn noise, and staying close to customers; they close by sharing personal fitness goals.

Soundbites

• "Every day there's a new B2B AI tool that someone vibe coded or created. It's amazing how fast the space is moving."
• "They bought you and all your competition, and they're testing all of you and seeing which one sticks. And then at the end of that pilot phase, they leave you."
• "I think the line's 10 grand. If it's over 10 grand, you need a human in the loop."
• "It's not that they don't wanna talk to a rep, it's that they don't wanna talk to a bad rep." (Richard, paraphrasing the buyer shift)
• "You've talked to six people, and the deal size is 24K. That's too many. Your AE, your SDR, and your SE needs to be one person."
• "I think the traditional SDR will go away. But the more technical SDR will be a new job that folks will have."
• "If you have your own CRM that you built with AI and it goes down, it's on you. That's why I don't think it's gonna happen anytime soon."
• "Selling through consultants and agencies is the best, 'cause they are far more trusted than your sales team. They talk about you on a phone call you're not on."
• "Try to do something crazy that's athletic at least once a year. When you're healthy and post-workout, I think way clearer, and that'll only help the company grow faster."