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In Complex B2B Sales, Trust Is the Real Differentiator

If everything is automated, why are there more humans involved than before? And why is person-to-person trust more important than ever?

In enterprise sales, buying groups now average 10 to 11 stakeholders, stretching to 15 or more in global deals*, and decision cycles can last up to 16 months. Over that time, there are countless touchpoints—each of which has the potential to make or break a deal. And once the deal is done, it doesn’t stop there. Every interaction with a new business partner can strengthen or sabotage the relationship.

Our own Mateusz Kołodziejski, Global Head of Marketing & PR, and Anna Jankowska, Executive Vice President of Global Partnerships, approach B2B sales processes from different places. Still, they share a single vision. In a time when AI is flooding inboxes and online feeds, authentic connections are the only ways to make people believe in your business and to build partnerships that last.

We sat down for a coffee with Anna and Mateusz and got deep into it.