Thomas Pisello
Value-Led Growth Pioneer, Author, Podcaster and founder / CEO of value consultancy Genius Drive
Tom, also known as the ROI Guy, is a long time value-led growth pioneer, creating some of the first automation software in the space. with companies Interpose, sold to Gartner, and Alinean, sold to sales enablement firm Mediafly.
Tom is an author, speaker and hosts the Value Coffee Talk podcast.
And in his latest role, the founder and CEO of value consultancy Genius Drive.
101
May 6, 2026
Why Buyer Confidence Is at an All-Time Low — and What to Do About It
Your car goes where your eyes go." That's a high-performance driving lesson — and it's the perfect metaphor for what's gone wrong in B2B sales. We've been staring at the wrong thing.
I'm Lee Levitt — sales coach, podcast host, and author of The Second Meeting and Together We Win, both due out later this year. Today I'm sitting down with Tom Pisello, known across the industry as The ROI Guy. Tom's been a value-selling pioneer for over 30 years — from his days as the Godfather of TCO at Gartner to founding GeniusDrive.
Buyer confidence is at an all-time low. More information, bigger committees, better tools — and yet two-thirds of buyers regret their decisions shortly after the ink dries. Why?
Here's what to listen for: Aristotle's three buy buttons — pathos, logos, and ethos — and why trust now accounts for 50% of the decision. The shift from fear of missing out to fear of messing up. And why more information doesn't create more confidence.
If you've ever had your best ROI …
I'm Lee Levitt — sales coach, podcast host, and author of The Second Meeting and Together We Win, both due out later this year. Today I'm sitting down with Tom Pisello, known across the industry as The ROI Guy. Tom's been a value-selling pioneer for over 30 years — from his days as the Godfather of TCO at Gartner to founding GeniusDrive.
Buyer confidence is at an all-time low. More information, bigger committees, better tools — and yet two-thirds of buyers regret their decisions shortly after the ink dries. Why?
Here's what to listen for: Aristotle's three buy buttons — pathos, logos, and ethos — and why trust now accounts for 50% of the decision. The shift from fear of missing out to fear of messing up. And why more information doesn't create more confidence.
If you've ever had your best ROI …
Guest: Thomas Pisello