How to Address the Number One Hidden Challenge for B2B Sellers

Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR, explores the hidden challenge of trust in B2B sales. He explains why companies must first establish internal alignment and credibility. Julian shares data showing 61% of global buyers worry that leaders mislead them. He then outlines how internal trust fuels long‑term customer relationships and sustainable growth.

In a B2B environment where customer skepticism is on the rise, trust is becoming increasingly more complex to earn and even more critical to maintain. Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR, highlights a pressing issue that global buyers believe business leaders are misleading them. This statistic highlights a trust gap that organizations must address internally before they can expect to establish credibility externally.

Julian explains that internal alignment and belief in the company’s mission are the foundation for building authentic customer relationships. Without trust between departments and leadership, external promises lack weight. In this conversation, Julian outlines practical steps leaders can take to close the trust gap and make it a core business priority, not a marketing message.

“Do not forget the importance of human interaction and human trust, both inside your business and outside it, at every level. Continue to nurture it and build upon it. Look yourself in the mirror, ask people what they honestly think of you and your work, take their feedback seriously, and act on it. That’s how you win.” – Julian Kulkarni

The interactive podbook below contains:

Julian Kulkarni’s introduction video
Full Episode video, audio, transcript, and article
8 Summary Videos + 1 Summary Article
YouTube Short Post

Article: “How to Address the Number One Hidden Challenge for B2B Sellers”

This article is based on an interview with Julian Kulkarni, Former SVP and CMO at Reapit, CEO at Tangible Consulting, and Senior Adviser at Accel-KKR

Internal Trust Is the Starting Point

When teams don’t trust each other, customers can sense the disconnect. Julian emphasizes that internal belief in a shared mission is the baseline requirement for external credibility. “If you don’t trust your peers in finance, support, or leadership, the external promise rings hollow,” Julian says. That lack of internal trust creates inconsistency, which erodes customer confidence over time.

Julian recommends simple yet consistent practices, such as cross-functional check-ins and open feedback channels, to keep teams aligned. These steps ensure departments stay connected, reducing miscommunication and reinforcing that every team contributes to delivering on customer commitments. “Alignment is not just about shared strategy. It’s about shared belief,” Julian explains.

How Internal Credibility Impacts Customer Trust

Once internal alignment is strong, credibility with customers follows naturally. Julian shares a story about a recruitment firm that coached a candidate without immediate benefit. That candidate later referred the firm for executive placements, becoming an advocate simply because of how they were treated. “Treat every interaction as a long-term investment,” Julian advises.

This example illustrates how trust builds over time through meaningful actions. Even when there’s no immediate transaction, delivering value and acting with integrity leave a lasting impression. When every team in the business embraces this mindset, customer trust becomes a byproduct of daily behavior, not a goal that only sales or marketing tries to achieve.

AI Should Amplify, Not Replace, Human Connection

AI is a valuable tool, but it’s not a substitute for trust or empathy. Julian is clear on this point: “AI is supercharged, yet people are still people.” He sees AI’s role as enabling better conversations, not avoiding them. The efficiencies it brings should create more space for human engagement, rather than reducing it.

Julian suggests using AI to automate routine tasks and surface valuable insights, then reallocating that time toward relationship-building. “Use that time to talk to your customers, shadow your support team, or visit in person,” he recommends. This approach keeps technology in its proper place while reinforcing the importance of genuine connections that foster lasting trust.

Conclusion

Earning customer trust starts by focusing inward. When teams believe in each other and operate with transparency, that confidence naturally extends to external relationships. Julian makes it clear that no strategy can compensate for a lack of internal credibility.

By reinforcing trust across departments, empowering teams with the right tools, and prioritizing human connection, leaders create an environment where promises are met and values are lived. This foundation enables organizations to grow sustainably and earn long-term loyalty from customers.

ELEVATING CONTENT MARKETING STANDARDS RAISES A CRUCIAL QUESTION:
Why shouldn’t the very act of creating thought leadership content also spark new conversations with in-pipeline deals, top prospects, and high-priority customers for revenue expansion? Or serve as the cornerstone for learning and applying voice-of-customer strategies? That’s the power of ABM Podcasting—engaging B2B buyers and customers in meaningful conversations that uncover essential go-to-market insights, support long sales cycles, reinforce your market perspective, build peer-level trust, and dismantle objections that kill deals.

Steven MacDonald

Steven MacDonald is the founder of Content Strategies, CEO of a MarTech SaaS Company, fractional CMO consulting with leading B2B companies and former Director of Strategy and Client Service at top ten digital marketing agencies.

Follow Steve on LinkedIn.

Steven MacDonald

Follow Steve on LinkedIn.