IBM & Microsoft
Enterprise sales & leadershipEnterprise B2B sales, strategic accounts, sales leadership, and partner ecosystems.
Petra Wagner · Founder of SalesBooster
Experience from both sides of the enterprise table.
I understand how sales teams operate, what business leaders expect, and what it takes for customers to make complex decisions.
The perspective behind SalesBooster
I’m not simply teaching sellers how to sell.
Over more than 20 years in enterprise B2B sales and leadership, including roles at IBM and Microsoft, I have worked across strategic accounts, complex sales cycles, and partner ecosystems.
But I have also been on the other side of the enterprise buying decision. As authorized officer of the board at Mladinska knjiga Založba, responsible for IT, sales, and digital transformation, I participated in strategic decisions from inside the buyer’s organization.
That means understanding the competing priorities, budget justification, business risk, stakeholder alignment, and internal confidence that a significant investment requires.
SalesBooster brings those two perspectives together: practical commercial execution connected to how enterprise customers actually decide.
Buyer Sense
A decision needs to work
inside the buyer’s business.
“Your job is to help your buyer build the internal story that survives without you in the room.”
The thinking behind Buyer Sense Conversations™ informs my advisory work: help customers gain clarity, align internally, and build the confidence to move forward.
On stage
Speaking & workshops.
Conferences, accelerator programs, and company sessions on buyer-centered selling and commercial leadership.
Podcasts, talks & masterclass
Hear me explain Buyer Sense.
Guest conversations and a masterclass in which I talk through how enterprise buyers actually decide. The masterclass and most episodes are in English; two conversations are in Slovenian.
MasterclassPODIM Conference 2026 · Builder Stage · 21 minBuyer Sense Conversations: How Founders Turn Interest into Enterprise DealsWhy founders should spend less time trying to persuade buyers, and more time helping them make confident decisions.Watch the masterclass 
Startup Blueprint Podcast · E52 · 54 minThe Why Behind the Buy: Understanding Customer MotivationsNiching your value proposition, cultural differences in selling, and what motivates customers as people rather than as companies.Listen 
The BD Podcast · Global Business Development Association · 27 minBuyer Sense ConversationsThe Buyer Sense Conversations framework, and what makes complex B2B buying decisions stall.Listen 
Burn The Playbook · Marc Crosby · 44 minSales Without the Script: GTM, AI, and Getting Into the Buyer's ShoesPersonalized selling, price objections, stakeholder mapping, and the evolving role of AI in sales.Listen 
Ideas Are Cheap · Robert Šefman · 31 minScalable Sales for Tech StartupsBuilding a repeatable way to sell in a tech startup, and what has to stop as the company grows.Watch 
SlovenianDelo · Prodaja je vse · 37 minProdaja je vse, a pri nas je tabuiziranaA Slovenian conversation about why selling is treated as something negative in our region — and why that thinking holds businesses back.Watch 
SlovenianVse je biznis · Beletrina DigitalTreba je sprejeti idejo, da prodaja ni nekaj negativnegaA Slovenian conversation with Alenka Vidič Praprotnik about approaches to successful sales, drawn from both corporate and startup experience.Listen Professional background
Enterprise experience. Practical application.
Mladinska knjiga Založba
Authorized Officer of the BoardAuthorized officer of the board for IT, sales, and digital transformation. Prepared the approved sales transformation strategy and collaborated on its implementation and business decision-making.
ESET Slovenia
External commercial collaborationMulti-year collaboration across partner sales development, sales management, organization, KPIs, performance reviews, coaching, and execution.
Združenje Manager – Managers’ Association of Slovenia
Board Member, Section of Young ManagersTwo mandates serving as board member of the Section of Young Managers at Managers’ Association of Slovenia.
Other projects
Business development & sales expertiseDevelopment of business and sales strategies; establishing and building sales functions; sales performance management systems; pipeline reviews; individual deal coaching; development of sales leaders and teams; onboarding of new team members; and optimization of sales processes and KPI systems.
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.