Busy teams. Inconsistent results.
Connect sales activity to clear commercial priorities, defined roles, and performance management your leaders actually run.
Enterprise Sales & Commercial Organization Transformation
Complex B2B Sales.
Better Decisions.
Stronger Performance.
I help CEOs and commercial leaders of established B2B companies — and founders selling to enterprises — transform how their sales organization works: its strategy, structure, leadership routines, and execution, so complex buying decisions turn into confident commitments.
20+ years of experience. Both sides of the enterprise table.
Petra WagnerEnterprise Sales Advisor · Founder, SalesBooster
Experience across
enterprise organizations
enterprise organizations
Praise for Buyer Sense Conversations™
“This well-crafted framework equips visionary founders with the structure and insight needed to drive lasting success and powerful sales momentum.”Ludo Wijckmans · Scale-Up Expert & Board Advisor, Founder of StartExpand
The commercial reality
When more sales activity
is not the answer.
Often, the challenge isn’t effort. It’s how your sales organization is built and run—and how your customers decide.
A full pipeline. Deals that stall.
Look at how your organization qualifies, reviews, and advances opportunities—and at how buyers decide inside their own company.
More reports. Not more clarity.
Build leadership routines and accountability that turn numbers into decisions and follow-through.
Many stakeholders. No alignment.
Give your team a shared way to map buying groups, agree the next step, and keep internal commitments.
Partners. Untapped potential.
Treat the partner model as part of the organization: activation, roles, incentives, and day-to-day productivity.
Growing teams. Outgrown processes.
Redesign structure, roles, and processes for your next stage, rather than adding more people and effort.
On stage at NT Konferenca — panel on open, knowledge-driven business.
Better sales advice starts with understanding more than the seller’s side of the story.
My perspective combines more than 20 years in enterprise sales and leadership with firsthand experience making strategic decisions inside an enterprise organization.
As a sales leader
Enterprise sales, strategic accounts, and partner ecosystems, including roles at IBM and Microsoft.
As an enterprise buyer
Authorized officer of the board responsible for IT, sales, and digital transformation inside an enterprise organization.
Advisory services
Commercial challenges.
Practical, focused advisory.
01
B2B Sales Strategy & Transformation
A clearer commercial direction. A sales organization designed to deliver it.
02Sales Performance Management & Leadership Advisory
Move beyond reporting numbers to making better commercial decisions.
03Complex Deal, Pipeline & Strategic Account Advisory
See what is really happening in your pipeline—and inside your buyer’s organization.
04Partner & Channel Sales Development
Build a more active, productive partner ecosystem—not just a larger one.
05Sales Team Development, Coaching & Enablement
Develop capability where it matters: in real accounts, conversations, and decisions.
How I work
Diagnosis first. Then the right decisions.
No predetermined methodology. No reorganization for its own sake. A practical approach grounded in your commercial reality.
Understand the commercial reality
Start with your business, customers, team, and current ways of working.
Identify what constrains performance
Separate symptoms from the organizational and buyer-side issues underneath.
Define priorities and decisions
Agree what needs to change, what should stay, and where to focus first.
Design practical improvements
Create workable processes, leadership routines, and capability development.
Support implementation
Translate recommendations into action and review evidence of progress.
Selected professional experience
Perspective earned in practice.
IBM & Microsoft
Enterprise sales & leadershipMladinska knjiga Založba
Authorized Officer of the BoardESET Slovenia
External commercial collaborationZdruženje Manager – Managers’ Association of Slovenia
Board Member, Section of Young ManagersOther projects
Business development & sales expertise
In practice
On stage, in workshops,
and inside real sales organizations.
Keynotes, executive sessions, and hands-on work with commercial teams—always grounded in real customers and real decisions.
The thinking behind the advisory
Buyer Sense Conversations™
Why do complex buying decisions stall? My book explores how buyers build clarity, align stakeholders, manage risk, and gain the confidence to move forward.
Explore the book & resourcesFor startups & founders
Building something new?
From your first customer conversations to a repeatable sales approach, I help founders turn market assumptions into evidence and early commercial traction.
Meet Petra AI
Why Petra AI?
Petra AI is not just another AI sales assistant.
She is built on Petra Wagner’s 20+ years of enterprise B2B sales and leadership experience, her firsthand experience as an enterprise buyer and decision-maker, the SalesBooster methodology, and her book Buyer Sense Conversations™.
Unlike generic AI tools that primarily generate sales messages, Petra AI helps you think through real sales challenges from both the seller’s and the buyer’s perspective. She can help you prepare for important meetings, improve discovery, understand why deals are stuck, map stakeholders, challenge assumptions, practice difficult conversations, and identify meaningful next steps.
Think of her as a sales thinking partner, available whenever you need a second perspective.
How to test Petra AI
Bring a real sales challenge and start a conversation. Try asking:
Stuck deal
“My customer likes our solution, but the decision keeps getting postponed. Help me understand what I might be missing.”
Meeting preparation
“I have a meeting with a potential enterprise customer tomorrow. Help me prepare the right discovery questions.”
Deal coaching
“Challenge my assumptions about this opportunity and help me identify the next best step.”
Startup sales
“I’m a founder looking for my first B2B customers. Help me identify who I should approach and why.”
The more context you provide, the more relevant the coaching can be. Avoid sharing confidential customer information.
Working with Petra AI
“Getting started with Petra AI was super easy. She’s been really helpful in improving our messaging and email campaigns — it already feels like working with a smart assistant who gets how founders think. I use her weekly to keep our sales motion sharp and consistent.”
IliaFounder, Inovaflow“Petra AI showed me how powerful AI can be when it’s built for real business use. She’s relevant, practical, and actually helps me move forward with my deals.”
SašaFounder, Review Booster ProPetra AI is hosted by Coachvox. Using it connects to Coachvox, whose privacy policy and terms apply.
A clearer way forward
Let’s look at what is really
limiting your sales performance.
A focused conversation about your business, your priorities, and what needs to change.