GTM Pulse by trumpet is a tactical video series spotlighting real conversations with leading sales experts and revenue operators.

In this first edition, Rory Sadler (CEO at trumpet) sits down with Renko Pauwels, Enablement Lead at Leapsome and former top global seller at Camunda, to unpack what it really takes to win complex deals in crowded markets.

Over four punchy episodes, they dive into:

• What true sales personalisation looks like in practice
• Building deal momentum and trust with first-time buyers
• Multithreading and navigating complex buying committees
• Leveraging data and digital signals to influence outcomes

Whether you're an AE, enablement lead, or founder closing deals, this series delivers practical strategies to help you sell smarter - and stand out when it counts.

Highlights and most actionable insights from each episode

Episode 1: What Personalisation Really Means

Personalisation isn't just about adding a name or company logo. Renko stresses that true personalisation is about showing buyers you understand their world - and removing the noise.

Key takeaways:

• Build collaborative assets like digital sales rooms and business cases with your buyer.
• Strip out irrelevant content and surface only what matters, when it matters.
• Use digital sales rooms to tailor content by persona and deal stage.

“The buyer doesn’t want more content. They want the right content.”

– Renko Pauwels

“Selling when you’re not in the room means equipping champions with tailored, persona-specific content.”

– Rory Sadler

Episode 2: The Psychology of Deal Momentum

Why do deals stall? It's often not about price — it's about misalignment. This episode breaks down how to keep deals on track and maintain urgency.

Key takeaways:

• Use mutual action plans (not just close plans) to give buyers clarity.
• Create trust by helping first-time buyers anticipate internal roadblocks.
• Use “small wins” to build buy-in and accountability with champions.

“Momentum comes from clarity. The more steps you preempt for the buyer, the smoother the process.”

– Renko Pauwels

“Pain isn’t always urgent unless you keep it top of mind. Re-surface it as priorities shift.”

– Rory Sadler

Episode 3: Multithreading & Selling to the Buying Committee

One champion isn't enough. Winning complex deals means understanding the full buyer group and proactively engaging stakeholders.

Key takeaways:

• Don’t wait — surface hidden stakeholders early through research and guided questioning.
• Build trust with champions before going multi-threaded.
• If you’re being blocked, position outreach as a way to lighten their load.

“Multithreading is about protecting your deal, not just expanding it.”

– Renko Pauwels

“Your champion wants help — they just don’t always know how to ask.”

– Rory Sadler

Episode 4: Leveraging Data to Influence Deal Outcomes

Modern sales is part gut feel, part data. Renko shares how their team uses engagement insights to improve timing, messaging, and follow-up.

Key takeaways:

• Track async buying signals — what people view, share, or return to — and act on them.
• Use data to revive closed-lost deals that suddenly re-engage.
• Let content analytics shape future enablement and marketing strategies.

“Having data is great. Acting on it is what actually moves the deal forward.”

– Renko Pauwels

“Reps today need visibility between the calls — that’s where real momentum is built.”

– Rory Sadler

Final Thought

This series isn’t theory — it’s sales as it actually happens. If you’re navigating long deal cycles, shifting buyer groups, and noisy markets, these episodes offer tactical plays you can put to work today.