Sales Without the Script | Petra Wagner on GTM, AI, and Getting Into the Buyer's Shoes

Burn The Playbook

Mastering B2B Sales with Petra Wagner: From Enterprise Exec to AI Coach
Join Marc Crosby and guest Petra Wagner, a B2B sales strategist with over 20 years of experience at Microsoft and IBM. Petra shares invaluable insights from her journey, including the challenges of transitioning from enterprise sales to helping startups achieve consistent revenue. Learn about the importance of personalized sales approaches, leveraging AI tools like her Petra AI, and essential sales training techniques. Gain expert advice on navigating price objections, stakeholder mapping, and the evolving role of AI in sales. Tune in for actionable tips on building a robust sales process and enhancing your sales strategy with real-world applications.
Petra Wagner is a B2B sales strategist and the author of the SalesBooster Framework — a no-fluff system that helps founders with zero sales experience land their first customers and build repeatable revenue. With over 20 years of experience leading B2B sales at Microsoft and IBM, and later working as a C-level executive and tech buyer in a traditional enterprise, Petra brings a rare dual perspective: she knows how to sell — and how buying decisions are really made.

She created SalesBooster to help early-stage founders build a sales engine they actually enjoy running — one that blends startup grit with enterprise strategy, and works even without a sales background. Through her free Petra AI Sales coach and her premium Traction Toolkit, Petra equips founders with the mindset, structure, and tools to go from pitch to close with confidence — and without the pressure of traditional sales tactics.

LinkedIn

Petra SalesBooster web page

Traction Tool Kit

00:00 Introduction to Burn The Playbook
01:09 Rapid Fire Facts About Slovenia
02:53 Petra's Journey from Enterprise to Helping Founders
04:27 Challenges in Enterprise Sales Processes
05:28 The Importance of Sales Training
07:10 Adapting Sales Training for Experience Levels
09:14 Insights from a Buyer’s Perspective

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