Why do technical founders often struggle with sales execution, even with a great product? In this episode of SaaS Stories, Matthew Wyatt, Founder of Tech Torque, shares how shifting from product-first thinking to trust-first engagement transforms enterprise GTM outcomes.

We explore why the best product does not always win, how buyer journeys are driven by human psychology, and why effective sales comes from listening to customer pain instead of leading with feature-heavy demos.

Matthew breaks down practical strategies for ABM-aligned execution, including stakeholder-specific messaging, education-led demand generation, and building credibility before asking for commitment.

A grounded conversation on human-first B2B growth, sales alignment, and creating systems that compound trust and revenue.

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