*This episode was recorded during our Soundcheck days — now proudly rebranded as GTM Insider.
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TL;DR

• The enterprise bar is higher than ever—you must show ROI early and often.

• Business cases and multi-threading aren’t optional—they're core to winning today.

• Enterprise selling means selling change, not just features—understand what’s at stake.

• Pipeline generation never stops, even deep into late-stage enterprise deals.

• Not every buyer you speak to is a champion—test champions early and often.

• Land and expand works, but clarity on ideal early adopters is key.

• Control the controllables: discovery, qualification, and mapping pain at scale.

• Intangibles like hunger, hustle, and heart are differentiators when selling uphill.

In this episode of The Sound Check, Mark Goldberger—Head of Enterprise Sales at Ramp—shares a masterclass on modern enterprise selling. He breaks down why selling to the C-Suite requires discipline, true discovery, rigorous qualification, and a mindset built on hustle, humility, and heart.

Why Fundamentals Matter More Than Ever

“The best product doesn’t always win,” Mark stresses. “The best sales process wins.”

He urges sellers to control what they can—discovery, pipeline generation, deal qualification—and not lean solely on brand strength.

Learn more about building a winning business case early and often.

Don’t Single-Thread Enterprise Deals

Mark says that even a great champion isn't enough: “One conversation does not make a deal.”

He emphasizes constantly expanding relationships inside accounts, mapping 20–30 stakeholders if necessary.

We explore this more in our guide to multi-threading modern B2B deals.

The Importance of Testing Champions

Feeling good about a meeting doesn’t mean you have a real champion. Mark advises sellers to 'test' champions by seeing if they can secure a meeting with the true economic buyer.

This step is critical—and it's why structured mutual action plans play such a big role in de-risking enterprise sales.

Selling Change Management, Not Just Software

Selling to enterprise companies often means driving change management—which is scary for buyers.

Mark highlights the need for rigorous discovery and deep understanding of risks, blockers, and political realities inside organizations.

We break down how to simplify complex buying journeys and make change easier for your champions.

Understand Buyer Psychology at Scale

Understanding the emotional drivers behind enterprise buying is critical, Mark says.

Economic buyers worry about risk, cost savings, efficiency, and political capital inside their company.

This maps directly to the psychology of modern buyers and why high-quality discovery matters so much.

Final Thought: Hunger, Hustle, Humility, and Heart

Mark leaves us with a reminder: enterprise selling isn't about shortcuts—it’s about intangibles.

In tough markets, sellers who stick to fundamentals, outwork the competition, and lead with empathy will always outperform.