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Dr. Paul Viio facilitating an executive roundtable discussion around a boardroom table
Strategic B2B sales roundtable discussions

B2B Sales Executive Roundtable Discussions

Learn From Your Peers. Lead Your Market.

The most valuable thinking about B2B sales leadership rarely comes from a consultant, a report, or a conference keynote. It comes from a candid conversation with a peer who has already navigated the challenge you are wrestling with today. Dr. Paul Viio organises a small number of exclusive, invitation-only roundtable discussions each year for senior commercial executives who want to be in that room.

Executive-level roundtables facilitated in four languages: English, Swedish, Finnish, German – globally

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Executive Roundtables for Insights

The most valuable insights rarely come from consultants or industry reports. They come from peers — executives who are navigating the same challenges, making the same decisions, and finding solutions in real organisations, in real markets, right now.

Dr. Paul Viio organises and facilitates exclusive, invitation-only roundtable discussions for senior sales and commercial executives from non-competing companies. Each session brings together a select group of peers to explore a specific topic in depth — sharing experience, challenging assumptions, and leaving with perspectives and ideas that are difficult to find anywhere else.

How the Roundtables Work

Each roundtable is built around a single, carefully chosen topic relevant to B2B sales leadership, customer-centric strategy, commercial transformation, or a phenomena (e.g., the impact of AI on future leadership competences and expectations). Participants are senior executives — typically CSOs, VPs of Sales, CEOs, or Heads of Commercial — from organisations that are not in direct competition with each other. This creates the conditions for open, honest conversation.

Paul designs the discussion agenda, curates and invites the participants, and facilitates the session throughout. His role is to ensure the conversation stays focused, draws out the most valuable contributions from every participant, and produces clear takeaways that each executive can act on. The discussion is highly confidential — what is said in the room stays in the room.

Sessions are conducted in English, Finnish, Swedish, or German.

How the Roundtables Work

Grounded in the Strategic Value Sales Framework™

Roundtable topics are drawn from the strategic and practical challenges that senior sales executives face in enterprise B2B organisations. Examples include:

  • How are leading companies transitioning from product-centric to customer-centric selling?
  • What does effective sales leadership look like in a complex, multi-stakeholder environment?
  • How are organisations approaching value-based pricing in practice?
  • What role does the Procurement function play in modern B2B buying decisions — and how should sales adapt?
  • How do high-performing organisations align sales, marketing, and leadership around a shared commercial strategy?

Topics are chosen to reflect what is most relevant and timely for participants. If you have a challenge you want to bring to a roundtable, Paul is open to discussing it.

Who Should Participate

These sessions are designed for senior executives who believe that learning from peers is one of the most efficient paths to better thinking and better decisions. They are for leaders who are actively working on commercial transformation, sales strategy, or organisational development — and who are willing to share their own experience as generously as they expect others to share theirs.

Participation is by invitation only. Groups are kept deliberately small to ensure a high-quality, substantive discussion where every participant's contribution matters.

Why Participate

Reading industry reports tells you what has already happened. Working with traditional consultants gives you someone else's framework applied to your situation. A well-facilitated peer discussion gives you something different: direct, unfiltered insight into how other experienced executives are thinking about the same questions you are wrestling with — before that thinking becomes common knowledge.

Participants consistently report that a single well-run roundtable produces more actionable thinking than months of conventional research.

About the Facilitator, Dr. Paul Viio

Dr. Paul Viio brings together his professional and academic background in sales management: his experience as a former Professor of Practice at both Aalto University School of Business and Hanken School of Economics, and over 30 years of international sales leadership experience. He has trained over 11,000 sales professionals from over 600 organisations across 16 countries.

Paul's role in the roundtable is not to lecture — it is to create the conditions for the best possible conversation between the participants. He facilitates and draws conclusions, and produces clear takeaways that each participant can act on.

About the Facilitator, Dr. Paul Viio

My Personal Take on Executive Roundtable Discussions

"Having moderated and facilitated several executive roundtable discussions during the years, I have realized that what makes them especially valuable for participants rather than becoming another panel discussion.

What make them valuable is that the participants feel safe and comfortable attending, that the moderator/facilitator orchestrates the session fosters an open discussion, and that the topic that is discussed is framed, clarified, and presented in a way that the persons can relate to.

I also find it important that the number of participants is kept fairly low, preferably in the range of 5 to 8 persons, as this helps the participants quickly become familiar with each other and be open and honest about their own situation or take on the topic.

When done right, executive roundtable discussions can be a highly valuable discussion forum for executives."

– Dr. Paul Viio

Frequently Asked Questions About the B2B Sales Executive Roundtables

What is a B2B Sales Executive Roundtable?

A B2B Sales Executive Roundtable is a small (normally between 5 to 8 persons), facilitated peer-to-peer discussion for senior sales and commercial executives. Each roundtable focuses on a specific strategic B2B sales, commercial leadership, customer-centricity, or business-development challenge and allows new and experienced executives from non-competing organizations to interact and exchange perspectives, experiences, and practices in a confidential and relaxed setting.

Who are the B2B Sales Executive Roundtables for?

The roundtables are intended for senior executives responsible for sales, commercial strategy, or business development, typically including CSOs, Senior VPs of Sales, VPs of Sales, Heads of Sales, CEOs, CCOs, and Heads of Commercial. Participants come from organizations that are not direct competitors, helping create the conditions for open and substantive discussion.

How does an executive roundtable work?

Each roundtable is organized around one carefully selected topic (challenge, problem, situation, method, or phenomena). Dr. Paul Viio designs the discussion agenda, invites the participant group, and facilitates the conversation to keep it focused while ensuring that participants can contribute their experience, challenge assumptions, and develop practical takeaways from the discussion.

What topics are discussed in the roundtables?

The topics reflect current strategic challenges facing B2B sales and commercial leaders. Examples include transitioning from product-centric to customer-centric selling, sales leadership in complex multi-stakeholder environments, value-based pricing, professional procurement and its implications for sales, sales and marketing alignment, and the impact of AI on future sales leadership and competencies.

In which languages can the roundtables be facilitated?

Roundtable discussions can be facilitated in English, Finnish, Swedish, or German, allowing sessions to be organized for both Nordic and international executive groups.

What is the difference between an executive roundtable and sales training or consulting?

The primary purpose of an executive roundtable is peer-to-peer learning and exchange, rather than teaching a predetermined curriculum or providing a consultant's answer to a business problem. Dr. Paul Viio's role is primarily to moderate and facilitate the discussion so that participants can learn from one another's experience, challenge their own thinking, and develop new perspectives on the issue being discussed.

How can I participate in a B2B Sales Executive Roundtable?

Participation is selective and the number of roundtables held each year is limited. Senior executives interested in participating—or in suggesting a topic for a future roundtable—can contact Dr. Paul Viio directly for a confidential, non-binding discussion.

Can I propose a topic for a future roundtable?

Yes. Roundtable topics are selected according to the strategic issues that are most relevant to participating executives. If you are dealing with a particular B2B sales, commercial transformation, sales leadership, customer-centricity, procurement, value creation, or related challenge, you can propose it as a potential topic for a future discussion.

Are roundtables held in person, online, or both?

Roundtable discussions are almost exclusively held in person. They are confidential sessions, which is why discussing in person works better.

How long does a roundtable typically last?

Executive roundtables normally last between 1,5 to 2 hours, but can also last up to 3 hours, depending on the topic and activity of the participants.

Apply to Participate

Roundtable discussions are held on a selective basis with a limited number of sessions per year. If you are interested in attending or in proposing a topic for a future session, get in touch—all discussions are confidential.

A participation fee applies to cover session costs and facilitation; it depends on the format, duration and location of each session.

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