In this edition of GTM Pulse by trumpet, Rory Sadler is joined by Koen Stam, Head of Benelux at Personio and async selling advocate, to unpack what modern B2B buyers really want — and how revenue teams can meet them there.

Over five tactical episodes, Koen shares real-world strategies for embedding async communication into every stage of the sales process — helping reps win trust faster, increase win rates, and operate with greater control and clarity in today’s crowded markets.

Whether you're an AE, GTM leader, or founder closing deals, this series delivers a blueprint for selling smarter — and more human.

Highlights from each episode:

Episode 1: What Is Async and Why Now?
Why async is the foundation of modern sales — and why most teams are still behind.

Key takeaways:

• Async = anytime selling — not waiting on meetings to create momentum.
• Email, video, LinkedIn, and voice notes are underused async channels.
• The rise of millennial/Gen Z buyers means digital-first collaboration is now the default.

“95% of the buying journey happens without us — async is how you stay relevant when you're not in the room.”

– Rory Sadler

Episode 2: Tactics to Embed Async in Your Sales Process
From emails to digital sales rooms — Koen breaks down real-world plays his team uses daily.

Key takeaways:

• Follow up group calls with personalized async touchpoints (by persona).
• Combine video + email + Digital Sales Rooms to centralize context and value.
• Use Mutual Action Plans as your async backbone to prevent slip-ups.

“Async isn't optional — it's how you help buyers make confident decisions faster.”

– Koen Stam

Episode 3: Shaping Sales Around the Modern Buyer
The B2B buyer has changed — here’s how to adapt your sales process to match.

Key takeaways:

• Stakeholders want credibility, not cold calls. Use async to build early trust.
• Great buying experiences are built on brand strength + peer referrals.
• Transparency > perfection — honesty builds long-term trust.

“Buyers want to trust you without ever speaking to you live — async makes that possible.”

– Koen Stam

Episode 4: Increasing Win Rates with Async and Deal Insights
How Koen’s team uses async engagement data to improve conversion and forecast accuracy.

Key takeaways:

• Video + Digital Sales Rooms = async multithreading made simple.
• Watch engagement signals to know who’s really interested — and who isn’t.
• Let go of “happy ears” and spend time on deals that signal intent.

“More signals = more control. Async selling turns black-box deals into transparent ones.”

– Rory Sadler

Episode 5: The Future of Async & AI in Sales
Koen and Rory look ahead at how AI will reshape the buying journey — and the AE role.

Key takeaways:

• Future buyers will expect B2C-style journeys — instant, personalized, and AI-assisted.
• AI won’t replace sellers, but it will amplify the ones who adapt.
• Async content powered by AI = faster decisions, less friction.

“The AE of tomorrow is the solution engineer of today — technical, trusted, and buyer-led.”

– Koen Stam

Final Thought:
Sales is evolving — fast. Buyers are busy, skeptical, and empowered. Async selling isn’t a trend — it’s a mindset shift that prioritizes trust, transparency, and human connection.

Watch the full series to learn how top teams are adapting, and what it means to build GTM motions fit for the modern era.