Sales is a rollercoaster – we all know that. But even amidst the challenges, there are exciting opportunities on the horizon. I recently had a candid conversation with Crevan O'Malley, the man leading corporate sales at HubSpot.
And guess what?
Even he faces similar hurdles. We dove into the current and future sales environment and the strategies that are proving successful, even for a seasoned sales leader like Crevan.
Want to hear straight from the source? Watch our full conversation here. Or, if you're short on time, keep reading for the key takeaways and insights that can help you navigate 2025, no matter the size of your sales team.
The sales landscape, what’s really going on?
Today’s sales environment is anything but simple. Inflation, intense competition, challenging lead quality, difficulty reaching decision-makers, and longer deal cycles are all hurdles that sales teams continue to face. Crevan O'Malley emphasised that these issues aren't going away anytime soon. The bigger picture—like economic shifts and political changes—plays a significant role. What regulations are putting pressure on your clients’ budgets? What economic trends are shaping their decisions? Understanding these factors is key to connecting with your prospects on a deeper level.
Key Takeaway: Sales strategies need to be as dynamic as the environment you’re working in. Get to know the external forces that are impacting your clients, and adapt your approach accordingly. It’s not just about selling a product—it's about selling in a way that resonates with the challenges your prospects are facing right now.
The power of people: hiring and retaining top talent
Despite the external challenges, Crevan emphasised that the biggest internal challenge for sales leaders is hiring, retaining, and enabling great people. In today’s complex sales environment, having a strong team is more critical than ever. Sales professionals need not only cutting-edge sales skills but also strong interpersonal skills to succeed in a team-based selling approach.
Key takeaway: Prioritise recruitment and retention by creating an environment where top talent can thrive. This includes offering flexibility in work arrangements, recognising that the benefits of a hybrid model can attract and retain a wider range of skilled individuals. Offer ongoing training and enablement programs that focus on both hard skills and interpersonal development, fostering a culture of continuous learning and adaptation to the ever-evolving sales landscape. Invest in clear career progression paths that motivate and engage your sales teams, ensuring they see a future within your organisation.
The shift to team-based selling
Gone are the days when a lone sales professional could close a deal single-handedly. In today’s market, especially in upmarket sales, team-based selling is the new norm. This approach involves leveraging the expertise of various team members—from sales reps to pre-sales experts—to navigate complex organisations and multiple decision-makers.
Crevan pointed out that team-based selling not only improves your chances of closing deals but also enhances the customer experience. When customers interact with a cohesive team, they feel supported and understood, which fosters trust and long-term relationships.
Key takeaway: Foster collaboration within your sales team by encouraging a multi-threaded approach to sales. Ensure that your reps are equipped to engage with different personas within the client’s organisation and can draw on the expertise of their colleagues as needed. Regularly debrief as a team after sales calls to share insights and refine strategies collectively.
Stop debating—start using AI
AI isn’t just a buzzword. The conversation has moved past "Should we use AI?" to "How can we use AI to our advantage?" Crevan O'Malley pointed out that AI can be a powerful ally for sales teams by taking over routine tasks like data gathering and personalised outreach. This shift gives sales reps more time to focus on what truly matters: building relationships and closing deals.
But AI’s value goes beyond just saving time. It’s a tool for deeper insights, capable of analysing data patterns to predict customer behaviour and recommend the next best steps. This means your sales team can move from reacting to being proactive, anticipating needs before they arise.
Key Takeaway: Don’t just add AI to your toolkit—integrate it into your sales process. Let AI handle the repetitive tasks so your team can concentrate on selling. Use it to quickly gather insights that give your reps a head start in conversations. And remember, AI isn’t a set-it-and-forget-it tool; keep assessing its performance and make sure it’s aligned with your team’s evolving goals.
Lead with empathy
As we wrapped up our conversation, Crevan left me with a powerful thought: the best sales leaders in 2024 will be those who lead with adaptability and empathy. In a world where change is the only constant, the ability to pivot quickly and understand the human side of business is what will set the top performers apart.
For HubSpot users, this means not only leveraging the tools at your disposal but also cultivating a mindset that embraces change and prioritises relationships. Whether it’s adapting to new technologies, embracing team-based selling, or fostering a culture of learning, the strategies discussed are not just about surviving in the current landscape—they’re about thriving.
