• Lead: Setting a clear vision, inspiring their teams, and removing barriers to change


• Manage: Ensuring team members understand the process and metrics that lead to success and building around each team member’s personal goals.


• Coach: Developing their team members’ capabilities to become modern sellers and reach their full potential. By simplifying their role to these three core functions, leaders


can avoid getting bogged down in unnecessary tasks, cut through the noise, and focus on what truly drives results.


2. Build an Engaged Culture That


Embraces Change: Creating a culture that’s adaptable and open to change is crucial. This involves: • Embracing an Other-Centered® approach to leadership where the overarching philosophy is focused on serving those who serve our customers.


• Shifting from being a “sales manager” to focusing on meeting the needs that drive engagement and purpose Create an environment to learn and take risks, and reps can


authentically reveal their resistance to change. Modern leaders understand that building a vibrant culture and investing their team isn’t just a nice sentiment. As Jeff Henderson says in his book, Know What You’re FOR: A Growth Strategy for Work, An Even Better Strategy for Life, “Being FOR the team isn’t touchy- feely, unless you think the bottom line is touchy-feely.” This is particularly important in remote work settings, where


staying connected and driving significant change can be challenging. Regular and intentional one-on-one interactions are crucial in maintaining engagement and fostering an Other- Centered®


approach. To further drive home the point, Ben Ortlip, the author


of Culture Is the New Leadership, summed it up well from a conversation he had with Tony Robbins: “Engagement equals EBITDA.”


3. Shift from Managing to Coaching: Coaching is now critical to survival. It’s much more than a conversation; it’s about diagnosing a live customer interaction and the development plan that follows a coaching session. A sales executive for a top pharma company realized – while tracking coaching sessions on ASLAN’s cloud-based platform Catalyst Dashboard – that the highest-performing sales leaders consistently ranked the highest in field observations and following through on a development plan. The quality didn’t


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seem to matter; by just doing more than a typical meeting, performance skyrocketed. This approach is further supported by research from Frank


Cespedes, which shows that coaches who maintain a regular coaching cadence are 71% more likely to be rated as highly motivating. The top leaders aren’t just tracking quality; they’re tracking execution, and those are the highest performers. Effective coaching in the modern sales environment involves: • Regular, intentional one-on-one sessions with team members


• Using data and AI insights to identify areas for improvement • Providing actionable feedback and guidance • Creating personalized development plans • Leveraging role-playing and simulations to practice new skills


• Measuring and tracking progress over time This strategic shift drives performance and keeps organizations ahead in today’s complex B2B landscape.


4. Implement Role-Specific Diagnostic Tools and Development Playbooks: One-size-fits-all approaches no longer suffice. There are multiple unique roles in sales, from SDRs to strategic account managers – each with unique challenges, and, therefore, requiring a unique diagnostic tool and skill development activities to bridge the gap. These tools can: • Provide targeted assessments to identify skill gaps for each role


• Offer customized development plans aligned with role- specific key performance indicators (KPIs)


• Include tailored coaching strategies for managers to support each role effectively


• Integrate AI-driven insights to continuously refine and improve role-specific guidance


With these tools, organizations can ensure that every


member of their sales team, regardless of their specific role, has the resources they need to excel in their position and contribute to overall sales success.


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