B2B sales has flipped. Buyers complete most of the journey before you show up, and GenAI is doing the research. In this episode, Graham Hawkins explains how to win in a buyer-led era with GEO, deep selling, and agentic tools that cut wasted effort.

Original release of this episode, July 25th 2025

Graham Hawkins Bio
With more than 34 years of business experience in executive B2B sales and sales leadership roles, Graham Hawkins is a highly experienced business executive with proven strengths in strategic business development, go-to-market planning, and sales and marketing.

Graham has worked in the UK, Australia and across Asia Pacific as a representative of some of the world’s most innovative IT, telecommunications, finance and media organisations. Graham has an MBA (Exec) (Distinction) from RMIT and is a member of Golden Key International Honour Society for high-performing business students. Graham is also a part-time lecturer and student mentor in the RMIT Executive MBA Program.

Graham has extensive experience in developing, mentoring and leading highly successful sales teams while driving multi-channel sales engagement strategies that dovetail with the new Age of the Customer.

Today, Graham is the Founder & CEO of SalesTribe, and Co-Founder of the world’s first AI-Guided Selling platform – Qoos.ai.

What you’ll learn

• What buyer-led really means and why discovery must change
• How Generative Engine Optimization gets you into GPT results
• Why 60–70% of buying tasks will be automated by 2027 and what to do
• Flipped funnel: land, prove value, expand
• Customer-verified pipeline vs gut-feel forecasting
• Multi-threading across 11+ stakeholders without spamming
• Win-loss analysis that actually informs change
• High-fit, high-intent targeting to stop chasing ghosts
• Practical AI stack for sellers: research, mapping, digital sales rooms
• How sales leadership, comp, and coaching must evolve

Who this helps

• B2B founders, CROs, VPs of Sales
• RevOps and sales managers moving off activity quotas
• SDRs and AEs selling into complex accounts
• Marketers shifting from SEO to GEO

Guest

• Graham Hawkins, Founder & CEO, SalesTribe; CEO & Co-founder, Qoos.ai
• Websites: https://www.salestribe.com | https://qoos.ai
• LinkedIn: https://www.linkedin.com/in/futureofsales/

Host

• Burn The Playbook Podcast by Digital Rebels Consulting
• https://DigitalRebelsConsulting.com

B2B sales; buyer led; deep selling; GEO; Generative Engine Optimization; customer verified pipeline; flipped funnel; multi threading; win loss analysis; intent data; account based selling; Perplexity; Sales Navigator; trumpet digital sales room; Qoos.ai; SalesTribe; Marc Crosby; Graham Hawkins; RevOps; enterprise sales; sales coaching; next best action; agentic AI; CRM stages; manufacturing sales; LinkedIn Top Voice

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• Apple Podcasts → https://podcasts.apple.com/us/podcast/burn-the-playbook/id1828969451
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