How sales teams can boost growth in startups with Tom Greenwood

The Prospecting Masterclass ep. 25

Hey there Croners! We made it to the 25th episode of The Prospecting Masterclass, the original Crono column that gives you insights and tips right from the best minds in sales.

In this episode, you’ll get to know Tom Greenwood: startup advisor and recruiter, innovation lover and angel investor. Are we forgetting something? Yup, proud Director at The Nudge Group.

Enjoy reading the interview!

Hey Tom, let's start with the "easy" question: 5 words to describe yourself!

Sure, here you go: disciplined, results-driven, focused, adaptable, dad.

Can you give us a brief recap of your background in B2B Sales? How did you start?

With 16 years of dedicated experience in B2B sales, I have successfully contributed to the growth of startups by building, developing, and leading high-performing teams. Throughout my career, I’ve navigated the dynamic landscape of business-to-business transactions, demonstrating adaptability and strategic acumen.

My leadership style is marked by motivation, innovation, and a steadfast commitment to achieving goals.

 I take pride in my ability to overcome challenges, stay ahead of industry shifts, and capitalize on emerging opportunities. Through effective communication and a resilient approach, I’ve orchestrated sales strategies that not only drive revenue but also leave a lasting impact.

My professional journey showcases a passion for cultivating a results-driven culture that resonates with the fast-paced and dynamic nature of the startup environment.

What would you suggest to someone starting today in B2B sales?

Understand your ICP, do your research, be adaptable, and do not be scared of hard work: no one is going to give you anything.

How has the SDR role evolved lately?

Depending on the company the SDR role has changed significantly over the last 12 months:  companies looking to find SDRs close to save overheads, social selling is a crucial part of the job, letting everyone know you are the go-to person in this field.

How can startups grow through their sales team?

For startups, a strong and effective sales team is crucial for driving growth.

  • Define clear value: ensure your sales team articulates the unique value proposition of your product or service clearly.

 

  • Target specific segments: identify and focus on customer segments aligned with your offering for a tailored approach.

 

  • Invest in training: provide ongoing training to keep the team updated on product knowledge and effective sales techniques.

 

  • Utilise technology: leverage sales technology and tools, such as CRMs, for streamlined processes and improved efficiency.

 

  • Encourage collaboration: foster collaboration between sales and other departments, particularly marketing, for a cohesive approach.
How do you see B2B outbound sales changing in 2024? What challenges and trends do you anticipate?

I think hyper-personalisation will be the game changer this year for sales, being able to cut through the noise is a must.

We are all seeing sales cycles increase in time, companies must find a way to adapt to protect employees from redundancies which will help stabilise the world economy. 

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