Why do most complex B2B deals fail? Not because of a competitor. Because of no decision at all.
In this episode, we talk with Christopher Engman, founder of Njord and author of Megadeals, who shares the three-step formula behind Fortune 500 B2B companies, the psychology of how large organizations actually make buying decisions, and what happens when AI agents start joining sales meetings as buyers.
(00:00) Intro
(00:38) Introduction to Christopher Engman and Njord
(03:18) The three-step formula behind every Fortune 500 B2B company
(05:24) What is Njord: 20 systems, 5 roles, one platform
(10:43) The services: stakeholder maps, targeted media, and AI-powered meeting intelligence
(16:31) From Megadeals to Decidable: how to win vs where to play
(19:58) The behavioral constraint line: why big decisions stall
(20:54) Understanding complexity 4, 5, and 6: from multiple stakeholders to ecosystem sells
(23:23) Why risk-carrying roles kill deals: no decision is the real enemy
(30:37) The three gates to getting a decision: awareness, relevance, and safety
(38:12) Concentric growth: why 80% of your energy should go to existing clients
(46:47) The rainmaker dependency: why 6 out of 250 close the big deals
(50:04) AI agents as buyers: what B2B sales looks like in two years
(53:47) Where to find Christopher
