S 01 | Ep 14 Revolutionizing B2B Sales in a Post - COVID Landscape The core argument in Mark Osborne ’ s book Are Your Leads Killing Your Business is that most B2B companies are chasing the wrong opportunities , treating every white paper download as equally qualified , burning sales resources on prospects that were never going to convert , and ending up with customers who pull them away from their core product rather than validating it . Meanwhile , competitors who have adapted to how modern buyers actually research and decide are quietly taking the best opportunities off the table before anyone else gets a look . This episode goes deep on what the alternative looks like . Building a shared scorecard across marketing , sales , and customer success so that the quality of revenue matters as much as the quantity of leads . Mapping the customer journey not as a funnel but as a series of questions buyers are trying to answer at each stage , then creating content that gets them to the next question rather than pitching too early . And understanding that trust in B2B is built from two things simultaneously : sincerity , meaning you do what you say , and competence , meaning you can actually do it .