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James is joined by Katie, an AE, who’s spent five-plus years evolving her sales craft - now working directly with CFOs, finance directors, and treasurers across the UK & Ireland. She shares how pivoting to finance personas forced her to think in outcomes and ROI, not rapport; why building trust means leaving each conversation with real value - not small talk; and how effective discovery is a combination of preparation, emotional intelligence, and asking what happens if this problem stays unsolved?
