One of the most common challenges inside any business is the clash between sales and marketing. Both teams ultimately want the same thing: revenue growth. Yet because of the way they are measured, the language they use, and the way they report success, they often end up pulling in different directions.

This is not new. The sales versus marketing debate has existed for decades, and in many organisations it is almost baked into the culture. But when you take a step back, you realise how damaging it can be to growth. This is why alignment between the two functions is such a vital part of the Chief Revenue Officer’s role.

AI is everywhere right now. Every product launch, every SaaS update, every pitch deck seems to include it. But here’s the reality: customers don’t care that your solution has AI built in.

That might sound brutal, but it’s true. AI is already no longer the shiny differentiator it once was. For many buyers, it’s assumed. If your competitors are already using it, then the question isn’t “does your product have AI?” but “what does it actually do for me?”

And if you’re working with a business solution that doesn’t leverage AI in some way, then buyers will increasingly ask why not? It’s becoming one of the biggest questions in the room.

We may still be in August, with long evenings and summer holidays in full swing, but now is the time to start preparing for the final quarter of the year. In just a few short weeks, the conversation will shift. As the nights draw in, people will be talking about Christmas parties, festive campaigns, and the winding down of business before the new year.

Every August the same refrain echoes through sales teams: “You cannot get hold of anyone”. For those working internationally, particularly with European clients, it is even more pronounced…

…So, if your prospects are out of office, what can you do that is genuinely valuable? The answer lies in using August not as a waiting room but as a control room. This is a time to assess, clean up and align your go to market efforts before the final push.

Negotiation is an essential part of sales, but it’s not about winning at the expense of the other party. A successful negotiation should always focus on creating a mutually beneficial outcome, where both sides feel like they’ve gained value. Let’s explore the key principles that can transform your approach to sales negotiation.

Sales is as much about psychology as it is about process. Before any solution can be considered, a buyer has to feel heard, understood, and safe. Whether you're selling software to a leadership team or helping a business owner take their first step into structured growth, success begins with understanding what’s going on in their head, not what’s in your pitch deck.

When it comes to modern outbound sales, a well-structured sequence, also known as a cadence, is one of the most powerful tools in your sales arsenal. Whether you're using HubSpot, Outreach.io, Salesloft or any other platform, building the right sequence can dramatically increase your chances of opening conversations with potential customers.

But before we dive into what makes a perfect sequence, let’s take a step back and understand why sequences exist in the first place.

For me, BANT is not just a sales acronym. It is the decision point. It is the moment where you determine whether to continue the conversation or politely park it. By this stage, you should already know the lead fits your Ideal Customer Profile. You have done the homework. The organisation is right. The vertical makes sense. The person is relevant. But are they genuinely worth progressing into your sales process?

Let us break it down.

In the world of outbound sales, there is no room for guesswork. The days of flicking through a telephone directory and calling random companies in the hope that someone might say yes are firmly in the past. The most effective outbound sales strategies begin with knowledge, and that means knowing exactly who you are targeting and why.

At the heart of that understanding is your Ideal Customer Profile, or ICP. If you are not clear on who your ideal customer is, your outbound efforts are likely to fall flat.

The days of relying solely on face-to-face meetings are long gone. Remote selling, through platforms such as Zoom, Teams, or Google Meet, has become the standard way of initiating conversations with potential clients. Although there was once some hesitation about the effectiveness of remote meetings, especially before COVID, they are now an essential part of modern sales.

However, selling remotely does require a different set of skills to in-person meetings. Here are seven proven tactics to build trust and create genuine connection over video.

The rise of AI tools has brought with it bold claims about the future of outbound sales. Automation platforms promise to generate leads at scale, qualify them instantly, and even personalise your outreach, all without lifting a finger. But here is the truth that too many businesses overlook: outbound still works best when humans are behind the message.

Yes, AI can support the outbound sales process. In fact, it should. But it should not replace it. And that distinction matters more than ever.

When it comes to choosing the right CRM platform to support your B2B sales and marketing efforts, two tools consistently stand out from the crowd: HubSpot and Salesforce (SFDC).

This is not a comparison designed to criticise either tool. It is about highlighting the strengths and benefits of each platform from a B2B commercial perspective, focusing on how they support sales, marketing, and the wider revenue function.

You have a product that works. You are generating leads. The market opportunity is there. Yet revenue is falling short. Deals are stalling, targets are missed, and there is a growing sense of frustration across the business.

Before you start changing personnel or questioning motivation, pause. In most cases, underperformance in sales is a symptom, not the root cause. This is where the real work starts: diagnosing the issue properly, and rebuilding with clarity and consistency.

Here is how to do just that.

The AI revolution is no longer on the horizon. It is already here, and it is evolving rapidly. By looking at the progression of AI from 2005 to 2025 and projecting forward to 2030 and 2040, we gain valuable perspective. Here are some critical questions and answers to help sales and marketing leaders evaluate their current position and plan for what is coming.

In today’s B2B landscape, successful selling is not about how many people you can contact or how fast you can reach them. It is about relevance, value and understanding. Sales enablement is no longer just about handing over a pitch deck and a product sheet. It is about ensuring sales professionals are equipped with the right tools, the right methodologies and the right knowledge to have meaningful conversations that lead to results.

At first glance, Outreach and Salesloft do very similar things. And that is because they do. Both tools are built to help sales teams manage multistep prospecting workflows, track activity, and measure what is working. Outreach calls it a sequence, while Salesloft prefers cadence, but ultimately they are both talking about the same thing, structured repeatable outreach across email, phone, LinkedIn and other channels.

So if the differences are minor, what actually matters when choosing or using a platform like this?

One of the most common questions I am asked is what a modern, high-performing B2B sales and marketing technology stack should look like. There is no one-size-fits-all answer, but there are fundamental layers that every successful B2B sales and marketing team should build around. Whether you are scaling your go-to-market strategy or refreshing your existing systems, the right technology stack can make all the difference.

The rise of the fractional model is no accident. More and more companies are turning to experienced professionals on a part-time or project basis to fill senior roles without taking on the cost or commitment of a full-time hire. Not forever, just long enough to get things under control and moving in the right direction.

When I speak with businesses, there is usually a familiar theme. Either the CRM has become far too complicated over time, or no one really knows what to add to the tech stack to make it more effective. There is a desire to improve things, but not always a clear plan.

Sales isn’t about trickery, pressure, or trying to outwit your prospect like Del Boy! It’s about relationships, the kind that are built on trust, mutual understanding, and an ability to have honest conversations. If you’re selling high-ticket solutions, especially in complex B2B deals, trust isn’t just a nice bonus, it’s the foundation.