Episode
Fundamentals, Risk and Differentiation - Season 5: Episode # 88
- Podcast
- The Cheat Code & Friends
- Published
- Apr 24, 2026
- Duration seconds
- 2549
- Processing state
not_requested- Canonical source
- https://share.transistor.fm/s/d4446fac
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Summary
In this episode of the Cheat Code + Friends podcast, Hannah Ajikawo shares what actually drives sales performance in competitive markets. As CEO and founder of Revenue Funnel, she explains why most teams focus too much on internal process and not enough on how buyers make decisions, which ultimately creates a gap that stalls growth. In her experience, sales fundamentals are getting ignored and buyers are getting harder to convince. Hannah shares how credibility is built, why borrowing trust can accelerate deals, and how strong execution often matters more than product differentiation. She also covers hiring, consultative selling, and the role of AI in shaping modern go-to-market without replacing the fundamentals. Looking for advice on partnerships, customer experience, and why helping buyers make confident decisions is the real job of sales? This episode has you covered. Chapters 00:00 The Unsexy Fundamentals of Sales 05:53 Understanding Buyer Dynamics 09:02 Building Credibility in Sales 12:09 Navigating Competitive Markets 14:49 The Importance of Customer Experience 17:55 The Role of AI in Sales Strategy 20:49 The Power of Partnerships in B2B 24:23 Innovative Go-to-Market Strategies 25:19 Leveraging AI in Consulting 28:10 The Importance of Authenticity in Sales 30:49 Hiring the Right Sales Reps 39:45 Revenue Funnel's Unique Approach References in the Show: https://www.fastcompany.com/91464721/2026-will-be-the-year-marketers-rediscover-the-basics https://www.forbes.com/councils/forbesagencycouncil/2026/02/10/the-b2b-buyer-journey-isnt-what-it-used-to-be Quote of the Show: “When we think about the fundamentals, particularly wrapping it around the startup world, it's, who are you selling to? What problem are you solving? It's so unsexy that people cannot believe that's…