Bunes & Ferenczi

At Bunes & Ferenczi we believe in today’s uncertain and ever-changing environment there is a smarter and faster way for B2B Tech companies to acquire new customers than only by increasing sales capacity​.

We work with early-stage companies, companies looking to geographically expand, or someone looking to expand their solution portfolio to:
* Co-create their Ideal Customer Profiles (ICPs) in which their value creation is the highest
* Build a Serviceable Addressable Market (SAM) which is prioritized order of all the ICPs
* Audit and recommend data/analytics tools for sales and marketing to support the acquisition of customers
* Provide interim CMO/CRO support for expansion

| Co-founder |  B2B Tech Growth Strategist | 

GrowthMentor

I am grateful for the opportunity to support NEXT GEN entrepreneurs with some of my experience through specific conversations about their challenges. The best part of this? I learn so much myself every time,

Growth Mentor

GlobalGrowth Consulting (GG Consulting AB)

Experienced hands-on business executive with strong focus on teamwork and managing multi-cultural teams thrives at driving global or local growth or profitability-focused change initiatives

AREAS OF EXPERTISE
* Development and advice on Sales and Marking programmes, Business Strategy and Planning
* Design and implementation of organisational change including providing interim management  
* Deep industrial knowledge of IT and telecoms, both B2B and B2C
* Set up and management of new international businesses including creation of company structures

| Principal Consultant | Business Owner |

Bisnode

Advising Bisnode B2B Marketing Steering council with GTM plans for new offers.

B2B Sales and Marketing GTM Advisor

Vendemore

Enabling global companies to implement Account Based Marketing as a part of their marketing mix.

Developing internal sales and marketing strategies at Vendemore.

Global Account Director

GlobalGrowth Consulting & Investment LLC

Vision: 
Grow local small businesses to International medium-sized businesses

We are: 
Senior practicioners with experience from both small businesses to  Fortune 20, including experience in sales, marketing, business development, business management, and Management Consulting.  Proven track record of developing international businesses

Our approach: 
Focus on technology firms (Internet, SW, and HW) with base in Scandinavia looking for international expansion or businesses looking to expand to Scandinavia. We look for 1-4 year exclusive partnerships focusing on profitable new business. Our model can be tailored to each engagement. In some cases, we may make a significant investment in the business. However, we exclusively engage in businesses with a buy-out plan

Founder, Majority Partner, and Chairman

Libendo Education

Member of Board for holding company in Luxemburg (Avaros SA)

Member of Board

Managing the Libendo Group business across all markets

Managing Director

Member of Board Libendo Norway AS

Member of Board Libendo UK&I Ltd (Dormant)

Member of Board Libendo Sweden AB

Driving the expansion of Libendo from Sweden to UK and Norway.  In charge of all expansion work in addition to hosting the management structure, business planning, and overall sales results for the business

Global Sales Director

SPConsulting

Consultant in Change Management Practise at SPConsulting: Boutique global consulting firm based in Stockholm, Sweden

Consultant

Build HP's Direct Online sales in EMEA; employee number 1

Our team took an existing business from $35m to $105m over two years.

Consumer Online Business Development Manager EMEA

Managed a product line E2E, turning around $5m loss to $3m in profit in two years and order book grew by 30%.

Member of management board, and numerous project steering committee chairman roles as well as sponsor.

Business Line Manager EMEA

Provided country representation to EMEA based organisation for support experience and delivery models. Included business development of support services (fee based). Also included deployment of retail channel support programmes.

Consumer Support Country Manager Nordics

European Product Manager for the HP ScanJet line of products. Core focus on all 4 Ps

Product Manager EMEA

Provided final level support for WW contact centres for HP ScanJet products. Would drive current engineering for updates of current products and ensure fixes were transferred to the development of next generation products.

Escalation Manager

I help B2B Tech companies to grow by focusing on the right customers.

I am passionate about B2B tech, but more passionate about the customer value deriving from deploying the right technology. 

It’s always about the customer, and it’s always about the value they get from technology.

The rest are just means to an end.

I am your international businessman of mystery! 

I have lived and worked in Norway, US, Germany, Switzerland, and Sweden.

I am like the business equivalent of the Swiss Army knife, a utility you can use to solve many a challenge. 

I have done sales, marketing, financial management, management consulting, P&L ownership, product management, customer support/operations, escalation management, Account Based Marketing, EdTech, AdTech, MarTech, B2B, B2C, B2B2C. You name it, I have done it!

I have worked for myself, in an organization with four people, in an organization with +300,000 employees and anything in between.

Hans Bunes

Qoos

Co-Founder

A to B Insight

Skinny Rhino Productions

Founder, Speaker, Advisor, & Researcher

Ecosystems

Global Head of Research, Advisory, and Communities

Gartner

Distinguished Vice President

Principal Executive Advisor

Managing Director, Advisory Services

Senior Director, Advisory Services

Associate Director, Research

Michigan State University

Assistant Professor of German and Applied Linguistics

Brent Adamson is a world-renowned researcher, author, presenter, trainer, and advisor to B2B commercial executives around the world. 

He is the Co-Founder of both A to B Insight, a B2B sales and marketing research, advisory, and training company, as well as Co-Founder of Qoos, providing B2B sellers micro-guidance and AI-guided coaching, seamlessly embedded within HubSpot CRM.

Brent's next book, The Framemaking Sale, is available Sept. 9, 2025.

Known as having the “biggest crystal ball in B2B sales,” Brent is the co-author of the best-selling, industry changing The Challenger Sale and The Challenger Customer.  He is also a frequent contributor to well-known business publications, including the Harvard Business Review, featuring his recent articles, “Sensemaking for Sales” and “Traditional B2B Sales and Marketing Are Becoming Obsolete.” 

Across the last 19 years, Brent has been privileged to work with some of the greatest thought leaders in B2B and B2C sales and marketing, building and leading exclusive communities of highly progressive commercial executives.  Known as a world-class facilitator and speaker, Brent has presented to tens of thousands of commercial leaders both in-person and virtually all over the world, ranging from executive leadership teams to large keynote audiences.  

Especially well known for his passion for “productive disruption,” Brent served as the “chief story teller” for CEB, now Gartner’s, sales, marketing, and customer service practices from 2003 to 2022.  Across that time, Brent’s research has focused most closely on the critical, boundary-spanning intersection of selling and buying, seeking to understand the rapidly changing nature of effective commercial collaboration.  Most recently, Brent and his colleagues at CEB, now Gartner, have introduced industry-leading concepts such as Buyer Enablement, Sense Making, and Customer Decision Confidence. 

A native of Omaha, Neb., Brent joined CEB, now Gartner, from the University of Michigan’s Ross School of Business where he received his MBA with distinction. Prior to that, he served on the faculty of Michigan State University as a Professor of German and Applied Linguistics. In addition to his MBA, Brent holds a B.A. with distinction in political science from the University of Michigan along with M.A.s in political science and German, and a Ph.D. in applied linguistics from the University of Texas. Brent resides in Leesburg, VA with his wife, two daughters, and rescue dog.

Brent Adamson

Change is hard. Personally, professionally, and organizationally.  It's unknown, it's disruptive, it's risky.  But sometimes, it's unavoidable.  

When we first published data at Gartner regarding customer's overwhelming preference for a "rep-free" experience, i.e. the degree to which B2B buyers of complex purchases who would prefer to make that purchase without ever speaking to a sales professional *at all,* the reactions were—to say the least—mixed.  

Many leaders simply weren't having it, as they were observing almost the exact opposite every day with their own customers.  Others saw it as a harbinger of the "death of sales as we know it."  

But wherever you landed—or land today—on that continuum, one thing is certain.  We need to change.  

Some see in these data the first glimpse of our new reality where machines buy from machines, leaving humans out of the commercial interaction entirely—at least in the purchase transaction itself.  I have mad respect for my friend Don Scheibenreif over at Gartner writing incredibly thoughtful and provocative work on this very phenomenon.  You should check out his work.  

For me, however, I'm far more interested—at least for the foreseeable future—in the opposite question:  

Yes, a world where 75% of B2B buyers would prefer a rep-free experience may signal the "end of sales as we know it," but does it have to mean the death of sales altogether?  

We don't think so.  At all.  After all, while the data clearly indicate that customers might prefer a *rep*-free experience, they say nothing of a customer's preference for a *human* free experience.  

And *that* is the opportunity for today's sellers. To differentiate themselves not only from all the other B2B sellers out there, but to meaningfully differentiate themselves from all the technology/AI as well.  By showing up as a little bit more human.

What does that look like? How does it work? *Why* does it work?  

That's the story we unpack step by step in The Framemaking Sale.

Researcher, author, presenter, and thinker with a passion for “productive disruption.”

Let’s connect at Dreamforce! I’ll be at the 6sense lounge 8-9 Wednesday morning. Come say hi!  There may be some books to give away!📚

Drop me a note if you’d like to connect, grab some Chipotle Mexican Grill, have a Diet Coke, or hear more about Framemaking. Otherwise, I’ll be wandering around aimlessly wondering what the heck I’m even doing there… (…who hasn’t done that at least once at a large conference?)

And if you have a book, I’d love to sign it! Come find me! 😁

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At Dreamforce 2025?  Come by the 6sense lounge at Tropisueno, 8-9 a.m. this morning, say hi, and pick up a signed copy of The Framemaking Sale!  But hurry, once they're gone, they're gone!  We're right behind Marriott Marquis.

"I don't want anyone else to read this book!"

I had recently asked one of the world's best sales enablement leaders to read an early copy of The Framemaking Sale, and this was the first thing I read in her response after she'd read it.

Ouch.  

I was humbled, but read on...

"It's so good, so important, I want it all to myself and my team!"

Oh, thank goodness!

Early reviews are going that well.  And that, too, is equally humbling. My hope is that with The Framemaking Sale, B2B sellers now have a practical step-by-step strategy for standing out not only relative to all other sellers they're selling against, but against AI and technology at the same time. Karl and I have truly tried to write the book for our time for sales and marketing.

To have that kind of impact, however, it's also gotta be tactical. Sellers need to instantly understand the core concept captured by this semi-wonky term "framemaking." What is it? How do I do it? Why does it matter? and What does it get me?

Arguably the easiest way to answer those questions is with a simple story. And the best one for wrapping your head around Framemaking quickly and easily is arguably the Tara story.  So here it is.  

Grab a copy of the book and find out why sales leaders want to keep it all for themselves.  Enjoy the read.

#framemaking #framemakingsale

We all like to be perceived as an expert. It feels good. And in sales, it truly feels like it builds credibility, boosts trust, and leads to quicker decisions.  

This is why many so many of us lead with, "I've been doing this for over 'X' years, now."  

But what if our efforts to "demonstrate expertise" provide--at best--a indirect path to achieving sales goals relative to a different approach altogether?  In fact, what if, in many cases, our efforts to be perceived as an "expert" actually undermine our sales objectives rather than help us achieve them? It's an incredibly counterintuitive idea. 

Yet, if you really stop and think about it, "demonstrating expertise" is largely focused on boosting customers' perception of *us*--our experience, knowledge, and expertise.  

But what if the single shortest, most reliable path to driving bigger, better sales wasn't boosting customers' trust in us, but building customers' trust in themselves?  In that world, demonstrations of your expertise actually *distract* from your primary objective rather than help you achieve it.  Effectively, you're solving for the wrong problem.

So what can you bring to the table that's far better suited to building customers' self-confidence, not just their supplier confidence?  

It's access.  

That's your superpower. And using the "Phrase that Frames" is how you deploy it.  

For me, I learned it the hard way--as a German professor.

For you, we lay out the idea, step-by-step in The Framemaking Sale.

#Framemaking #FramemakingSale #Selling #B2BSales

We’ve been a bit bumpy of late on schedules, but we’re back! See you tomorrow!

Helping B2B companies drive predictable growth through revenue responsible marketing

Join us for another rousing, wide-ranging discussion about all things marketing, sales, event-led growth, attribution, Brent's favorite NFL highlight so far, #iykyk, urgency drivers, objection handling vs confidence building, Reddit for B2B, Waterloo vs Le Croix, Halloween memes, AI-forward sales org structures and much more.  As always not necessarily in that order.

Brent Adamson, Matt Heinz and 10 other attendees

Coffee with Brent Adamson & Matt Heinz - Episode 128

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The Battle

Hans Bunes

Brent Adamson

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taplio

The Battle

Hans Bunes

Brent Adamson

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Brent Adamson's LinkedIn Performance

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