EP 7: The Enterprise Sales Reality Check You’ve Been Avoiding | The Enterprise Sales Playbook No One Talks About: Why Your Perfect Product Still Can't Close Corporate Deals in SEA

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🎙 Most founders think enterprise sales is about having the best product. That’s adorable. — Axel Winter, former CTO Cisco APAC

🛰 Enterprise sales in Southeast Asia isn’t a meritocracy.It’s a game of timing, politics, and trust — and if you don’t understand how the buying side really works, you’re setting yourself up for slow, expensive heartbreak.

This week, Kevin sits down with Axel Winter — ex-CTO at Cisco, global IT strategy lead at Standard Chartered, and the man who built a 450-person startup inside Central Group — to unpack how big corporates actually choose their vendors.

The truth? It’s not pretty. But it’s necessary.

💡 What You’ll Learn

Why 63% of RFPs already have a winner before they even start — and how to make sure you’re not just filling up the compliance quota.

How budget cycles can outweigh product features — and why December can be your best sales month of the year.

Why your elevator pitch is make-or-break — and how to nail it in 30 seconds or less.

How trust compounds differently in Southeast Asia’s relationship-driven markets — and why breaking it can cost you years.

🔎 Key Takeaways

Not every RFP is worth chasing — qualify your effort based on your odds.

Budget beats brilliance — know your buyer’s fiscal calendar better than your own.

Trust > Tech — in Asia, your WhatsApp access might be worth more than your product roadmap.

The default decision in enterprise is often no decision — learn to spot it early.

🧠 Sound Bites

“I haven’t been in any RFP where the outcome was totally open.”

“December can save you 50% — if you know who’s desperate to spend.”

“If you can’t explain your value between floors 1 and 3, you’re not ready for enterprise.”

“In Asia, once trust breaks, it stays broken.”

“Don’t just build features. Build relationships that outlast features.”

⏱ Chapters

00:00 – Why Most Founders Get Enterprise Sales Wrong07:45 – Axel’s Background: From Netscape to Cisco to Central Group12:20 – Defining “Legacy” from the Business Side16:50 – RFP Theatre and How to Play It Smart23:30 – Innovators vs Safe Choices in Corporate Buying28:40 – The Budget Cycle Advantage31:45 – The Make-or-Break Elevator Pitch35:00 – Relationship-Driven Markets in Southeast Asia

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💬 Let’s Connect

🎙 Kim Yeoh → https://www.linkedin.com/in/weiisyuenyeohacmacgma/🎙 Kevin Brockland → https://www.linkedin.com/in/kbrockland/📬 Join 500+ founders & VCs reading our newsletter →https://seaofstartups.substack.com/

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