Welcome to B2B Sales
Professional notes
Win complex, multi-stakeholder deals with structure and business cases.
A practitioner's guide to business-to-business selling: mapping buying committees, running executive discovery, building a defensible business case, navigating procurement and managing long cycles without losing momentum.
This course is built for practitioners. Every chapter follows the same rhythm: professional notes, key concepts, a real-life example, a case study, tips and a quick summary — followed by practice you must complete before the next chapter unlocks.
Set aside 8h 15m in total. Short, frequent sessions work better than one long sitting: complete one chapter, apply it the same day, then return.
Key concepts
The Buying Committee
Who really decides, and how to reach each of them.
Executive Discovery
Asking questions that a CFO would find worth their time.
Building the Business Case
Turning discovery into a document that survives without you.
Important points
- Map a buying committee and identify the economic buyer
- Run discovery that surfaces measurable business pain
- Build an ROI-backed business case
- Navigate procurement, legal and security reviews
- Manage multi-month cycles with mutual action plans
Real-life example
Illustration
Skill compounding: consistent application of this chapter typically shows measurable improvement by week four.
Case study
CareerSync learners who completed all exercises and the practice test scored on average 27% higher in the final assessment than those who skipped straight to the test.
Tips & tricks
Quick summary & key takeaways
- You will cover 5 chapters, practice exercises, a practice test and a final assessment.
- The certificate unlocks only at 100% completion.
- Level: Advanced · Duration: 8h 15m · Updated March 2026.
Practice questions
Answer correctly (70%+) to enable "Mark as complete" and unlock the next unit.
- 1Multiple Choice
What must be completed before the final assessment unlocks?