The Influential Sales Leader: Does Your GM of Sales Have the Power of Three? 

A sales organisation should be the driving force behind today’s revenue generation and tomorrow’s future growth. In the complex B2B world, a successful B2B sales organisation hinges on the right mix of people, technology, and processes. Whether it’s the GM of Sales, Chief Revenue Officer, or Head of Sales, responsible for this balance, achieving it requires collaboration across the entire organisation. Great commercial leaders understand they must be as influential internally as they are with customers.

To drive revenue growth efficiently, B2B sales leaders must deepen their capabilities and influence across three key areas:

1. Strategic and Financial Alignment

Strategic and financial alignment is crucial for B2B sales leaders. It ensures that the team’s efforts directly contribute to the overall goals and health of the business. These sales goals and targets must align directly with the company’s financial goals. This involves aligning sales forecasts with new revenue streams and performance bonuses, as well as aligning efforts with rewards.

While sales leaders are often focused on hitting revenue targets, boosting sales volume doesn’t guarantee profitability. The key is to work closely with the broader business in identifying high-margin products or services, targeting profitable customers, and ensuring pricing strategies are optimised.

2. Organisational Awareness and Influence

Commercial success depends on the support of other departments – from supply chain and customer service to marketing and credit. Sales leaders and their teams must influence decisions across the entire organisation. When everyone understands the context behind sales decisions and feels part of the solution, the whole company moves forward together.

“As commercial leaders, we love to focus on the idea that people buy from people. But we often forget that this is also true internally. Our colleagues, like our customers, are more inclined to help those they like and respect. A big part of being a sales leader is guiding the wider organisation.” Lisa Edmonds, Partner, Emmet Consulting. 

Credibility is the foundation of influence. People are more likely to be swayed by someone they see as knowledgeable and trustworthy. They’re also more likely to be engaged if they’re seen as a problem-solver and a source of well-thought-out solutions. Influence is also heavily dependent on networks and the relationships sales leaders cultivate with colleagues at all levels and cross-functionally, not just direct teams.

3.  Talent and Technology Balance

As automation and AI become more integrated into sales, it is crucial to find the right balance between humans who deliver maximum value and the technology that offers insights and enhances performance. According to a 2024 Gartner report, about 60% of organisations need to optimise their talent and resource mix to maximise revenue and profitability.

Talent is the human engine that fuels the sales process. A sales leader’s capacity to align with financial and strategic goals is directly linked to their team’s capabilities to execute the strategy efficiently.

High-performing teams understand and adapt to the company’s strategic direction, ensuring they concentrate on high-priority accounts, profitable products, and long-term customer relationships. They are the ones who implement the strategic plan daily.

The ability to assemble the right team and implement the appropriate technology enables the team to perform effectively and critically. They also have the necessary data to support this performance.

Sales Transformation  

B2B sales transformation continues to be a constant priority for any B2B sales leader. Since B2B sales teams are often the most costly department, sales organisations must evolve and adapt to maximise their value. ‘Business as usual’ needs to be challenged to ensure teams stay engaged, fresh, and competitive.

Emmet Consulting’s Sales Transformation program assists sales leaders in managing change to achieve better sales results.

Our sales transformation practice has been at the heart of some of Australia’s largest and most successful B2B sales transformation programs. Our approach is based on defining commercial strategy and aligning a company’s sales efforts to achieve organisational KPIs.

By combining data audits, technology, and team capability reviews with strategic commercial and sales planning, we create a customised blueprint for B2B sales growth. We embed executives within the sales organisation to help strengthen it from within. We augment existing teams and work collaboratively to define strategy, deliver quick wins, and support the implementation of programs and changes to ensure their success. This approach allows us to ensure plans are actioned, while also enabling teams to grow and feel part of the change process, leaving the organisation financially stronger and better prepared for the future.

Contact us to explore how we can help improve your company’s sales and revenue performance, or read our case studies here.

https://www.emmetconsulting.com/work/sales-transformation-in-teleco/