Ideas & Writing

Lessons, observations and practical ideas from more than two decades working across B2B sales, SaaS, GTM and international markets.

Sales professional talking with customer face-to-face

AI & Tech Sales

The Sales Tasks To Automate With AI, and the Ones I Would Never Automate

AI has changed the way B2B buyers research and make decisions and of course has…

Guillaume Larronde27 April 2026

Guillaume Larronde presenting at Linkedin event

Some of the most valuable lessons I learned in my career

Most of what I know about doing this job well, I learned by getting it…

Guillaume Larronde10 April 2026

Salesperson having video call from laptop

Enterprise sales discovery: why understanding beats persuasion

Enterprise sales doesn't reward the rep who pitches hardest. It rewards the one who understands…

Guillaume Larronde25 March 2026

Single salesperson walking in airport

Your First Sales Hire in the Middle East: What SaaS Founders Should Know

Most international companies treat the first Middle East sales hire as a distribution decision. It…

Guillaume Larronde8 March 2026

Sales leader working on laptop

Strategic vs Tactical Leadership: Why Great Leaders Need Both

Most leaders get promoted for being excellent at execution, then get handed a job that…

Guillaume Larronde20 February 2026