relationships and handling complex negotiations that require a nuanced understanding of business dynamics.


Complacent Veterans These experienced sales professionals have embraced the traditional approach to selling, have deep knowledge of their products/services, and demonstrate solid work ethic. They’ve survived by protecting and serving their buyers and being a valuable resource. However, they’re now faced with a critical decision: Leverage AI to accelerate their performance or, like the rep who sells custom suits, become more and more obsolete. Many veterans are finding it challenging to adapt to virtual


selling environments, leverage new technologies, and move beyond the buyer and earn a seat at the table – where decisions are made. Those who successfully make the transition, however, develop a new set of advanced skills and can soar with their wealth of experience and new digital skills.


AI-Accelerated Reps This emerging category represents the future of B2B sales. These reps are leveraging AI and other advanced technologies to enhance their capabilities across the entire sales process. They use AI to qualify, prioritize opportunities, personalize content, and even to guide their conversations with prospects. AI-accelerated reps are able to process vast amounts of data


to gain insights into buyer behavior, predict needs, and tailor their approach accordingly. They’re not replacing human skills with AI, but rather using AI to be more efficient – freeing them to provide a higher level of value to their customers, to be a Trusted Partner. As Frank Cespedes, Harvard professor and author of the book, Sales Management That Works: How to Sell in a World that Never Stops Changing, says: “The best use of AI is removing the mundane.” AI is freeing up time for sales teams to focus on creating value for customers. According to Davis Giedt, director of Analytics and Research


Practice at The Alexander Group, sales teams using AI are seeing a significant increase in engaged selling time. With account management and administrative tasks increasingly delegated to ISRs and BDRs, FSRs are now free to pursue new, high-potential opportunities. This evolution demands an elevation of capabilities across all


sales roles. AI isn’t just changing how we work; it’s enabling sales teams to spend more time on engaged selling and allowing field sales to concentrate on activities that truly move the needle. In essence, AI is not replacing sales professionals; it’s empowering them to be more strategic, efficient, and effective in their roles.


Key Takeaway: Elevate capabilities to thrive. Soundbite generation reps are comfortable in a digital world but lack the advanced skills to influence the decision- making process. Only the reps who can elevate their capabilities (add value/ influence) will thrive. FSRs who spent more time in account management and admin must excel in advanced selling capabilities, focusing on engaged selling activities.


Part II: The Solution


Performance and Engagement Starts with Empowering Leaders While understanding modern buyers is crucial, the success of any sales transformation hinges on the effectiveness of front- line sales leaders. These leaders are the linchpin in driving the changes needed for success in modern B2B sales, yet they face significant challenges of their own. They’re tasked with: • Manning remote teams across diverse locations • Navigating increased market competition • Adapting to longer, more complex sales cycles • Implementing new technologies • Developing advanced skill sets within their teams Despite these hurdles, skilled leaders remain the backbone


of driving the transformation needed for success in modern B2B sales. They’re leading teams to places they’ve never been before – requiring additional support to develop the new capabilities of the modern seller. It’s a tall order, and many are struggling to keep up. What these leaders need is clarity – a simple, effective way


to identify and focus on the key drivers of results. They need a straightforward dashboard that cuts through the noise and highlights the essential metrics that truly impact performance. So, what does that look like in practice?


1. Lead, Manage, and Coach: Leaders need to focus on the essentials. Front-line leaders need to fluidly excel in three roles:


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