Why Sales Teams Fail at Cross-Selling (And How to Fix It) With Matt Martella
Mark McGraw sits down with Matt Martella, a seasoned executive with over 30 years of experience in tech, media, and digital advertising sales. They dive into the real-world challenges and strategies of cross-selling in B2B environments—from compensation misalignment to fear-based mindsets. This episode is a practical deep dive for sales leaders and sellers alike, packed with insights on how to build trust, align sales behavior with corporate strategy, and increase revenue by unlocking the full potential of your portfolio.
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Matt outlines how technical training is never enough without understanding the emotional landscape sellers face. They explore how fear of losing a client or messing up a relationship often prevents cross-sell efforts from even getting started—and how to fix that.
You’ll learn how to work backward from the client, build buy-in from the seller level up, and run accountable cross-functional meetings that actually get results.
Whether you're launching a new product, integrating after an acquisition, or just trying to build more wallet share—this episode gives you the blueprint for doing it the right way.
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