In this episode of B2B Sales Trends, Harry Kendlbacher speaks with Christian Smith, former Chief Revenue Officer at Splunk, about what it really takes to transform a business at scale.

Christian helped lead Splunk through a massive shift — from $500M to $5B in recurring revenue and from on-prem to cloud SaaS. Drawing on his 35-year career, he shares what it means to go beyond traditional value selling and align the entire company around outcomes, impact, and economic value.

Inside the conversation:

- What it takes to lead an enterprise transformation of this magnitude.
- Why traditional value selling falls short, and how to apply the Outcome → Impact → Value framework.
- How to build a value-aligned organization where product, marketing, and sales speak the same language.
- Best practices for defending spend in front of the CFO and giving champions “defendable artifacts” of value.
- How to approach CXO conversations with confidence — without overengineering them.
- Why use case taxonomies are essential to connecting features to real business outcomes.
- What really gets in the way of transformation and how leaders can break down silos to align around the customer.

If you’re looking for practical insights on building a culture of value and showing up stronger in executive conversations, this episode is one you’ll want to hear.

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