103. Relationship Selling at Scale: Why Trust Beats Process Every Time
Thu Feb 05 2026
Build trust for sales through relationship selling - not rigid process.
In this episode of B2B Sales Trends, Blanca Galletero explains why trust, transparency, and leadership authenticity are the real growth levers in modern B2B sales and channel partnerships.
The future of B2B selling isn’t about tighter control or more dashboards - it’s about relationship selling at scale. In this episode, host Harry Kendlbacher sits down with Blanca Galletero, VP EMEA Channels at SentinelOne, to unpack how trust is built, lost, and rebuilt across complex partner ecosystems.
Together, they explore how sales leaders can move beyond old-school tactics, use soft skills in sales as a competitive advantage, and increase results by offering real value and transparency - even in high-pressure moments.
📘 Get the 26 Sales Trends for 2026 report:
👉 https://globalperformancegroup.com/26-sales-trends/
🔗 Explore more insights: https://www.globalperformancegroup.com/
⏱️ Timestamps
00:00 – Why build trust for sales before pipeline and process
03:40 – Relationship selling vs. sales process: what actually scales
07:25 – Transparency + predictability: the trust formula for sales leaders
11:10 – Channel partnerships, credibility, and leadership authenticity
16:55 – Repairing trust when deals break down
20:45 – AI in B2B sales: why trust still beats automation
You’ll learn:
- How to build trust for sales without overpromising
- Why relationship selling outperforms process-heavy sales models
- How leadership authenticity drives long-term partner success
- Where AI supports selling - and where it can’t replace human trust
💡 Key Takeaways
- Trust is not a KPI - it’s a daily leadership decision
- Relationship selling scales when predictability replaces perfection
- Transparency only works when it’s practiced, not presented
- Strong channel partnerships are built on honesty, not opportunism
- AI can scale process, but trust scales relationships
About the Guest
Blanca Galletero is VP EMEA Channels at SentinelOne, leading go-to-market and partner ecosystems across Europe. With 20+ years of experience across companies like Amazon, Microsoft, Oracle, Salesforce, and SentinelOne, she’s known for building high-trust relationships through leadership authenticity, value-based selling, and transparency.
Connect with Blanca on LinkedIn: https://www.linkedin.com/in/blanca-galletero/
If this episode sparked new thinking, share it with your team.
🎧 Subscribe for weekly insights on modern selling, leadership, and performance.
🔗 Explore more at https://www.globalperformancegroup.com/
📘 Get the 26 Sales Trends for 2026 report:
👉 https://globalperformancegroup.com/26-sales-trends/
More
Build trust for sales through relationship selling - not rigid process. In this episode of B2B Sales Trends, Blanca Galletero explains why trust, transparency, and leadership authenticity are the real growth levers in modern B2B sales and channel partnerships. The future of B2B selling isn’t about tighter control or more dashboards - it’s about relationship selling at scale. In this episode, host Harry Kendlbacher sits down with Blanca Galletero, VP EMEA Channels at SentinelOne, to unpack how trust is built, lost, and rebuilt across complex partner ecosystems. Together, they explore how sales leaders can move beyond old-school tactics, use soft skills in sales as a competitive advantage, and increase results by offering real value and transparency - even in high-pressure moments. 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/ 🔗 Explore more insights: https://www.globalperformancegroup.com/ ⏱️ Timestamps 00:00 – Why build trust for sales before pipeline and process 03:40 – Relationship selling vs. sales process: what actually scales 07:25 – Transparency + predictability: the trust formula for sales leaders 11:10 – Channel partnerships, credibility, and leadership authenticity 16:55 – Repairing trust when deals break down 20:45 – AI in B2B sales: why trust still beats automation You’ll learn: - How to build trust for sales without overpromising - Why relationship selling outperforms process-heavy sales models - How leadership authenticity drives long-term partner success - Where AI supports selling - and where it can’t replace human trust 💡 Key Takeaways - Trust is not a KPI - it’s a daily leadership decision - Relationship selling scales when predictability replaces perfection - Transparency only works when it’s practiced, not presented - Strong channel partnerships are built on honesty, not opportunism - AI can scale process, but trust scales relationships About the Guest Blanca Galletero is VP EMEA Channels at SentinelOne, leading go-to-market and partner ecosystems across Europe. With 20+ years of experience across companies like Amazon, Microsoft, Oracle, Salesforce, and SentinelOne, she’s known for building high-trust relationships through leadership authenticity, value-based selling, and transparency. Connect with Blanca on LinkedIn: https://www.linkedin.com/in/blanca-galletero/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at https://www.globalperformancegroup.com/ 📘 Get the 26 Sales Trends for 2026 report: 👉 https://globalperformancegroup.com/26-sales-trends/