Reframe How You Think About Sales

I recently partnered with a CRO to reframe how he thought about sales: shifting from activity-focused execution to a strategic, value-led approach that increased ACV and secured longer contract terms, shortened sales cycles, and elevated the quality of the conversation. Here’s how it happened and how you can copy it. 

First, we shifted the mindset from “closing deals” to “coaching sellers.” Then we focused on ensuring each seller was in the driver's seat even if it was a partner-driven deal. 

Next, we handed them metrics ownership: conversion levers, activity standards, win-rate diagnostics, and seller performance insights (often called seller fitness reporting) . 

Then we introduced decision framework so choices were repeatable, not random, and leveraged the CRM for the focused framework. 

The result was seen over a very short timeframe. A high-performing pod with higher quota attainment and forecasts you could trust. Why did this work? Because the experience shaped practical, scalable habits - leadership behaviors, not one-off tactics. 

Want the repeatable steps?

1) Coach for outcomes, not tasks.

2) Own the numbers and the actions that move them.

3) Use simple decision rules for hiring, ramp, and deal health.

Repeat. Measure. Improve.

Ready to build predictable revenue and stronger leaders in your org? Let’s talk.

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