2025 saw an aggressive development in AI and AI tools, and Agentic is not too far. Sales teams were coming off a year of "playing" with ChatGPT and were finally building AI "Copilots."

The vibe was all about productivity- “How can I write 100 emails in 10 minutes?”. Everyone had a tool for recording calls (Gong/Chorus) and a tool for writing copy (Lavender/Copy.ai), but here was the problem: none of them talked to each other. We ended up with "Frankenstein Stacks" where data lived in silos and reps spent more time syncing tools than actually selling.

While outbound volume was still the “North Star.” Managers were still hounding reps about “activity metrics” and “dials,” even though connect rates were hitting record lows.

And then we closed out last year with a massive, undeniably loud signal from the market: the traditional “spray and pray” model didn’t just break; it’s evaporating. You just need to know when and where to use it now.

Welcome to 2026: Momentum and Early Trends

Enter 2026, the top 10% of performers have officially transitioned. They aren’t just “Sellers” anymore; they are working on becoming GTM Engineers. They are building Ai- Copilots, high-signal loops and data-driven campaigns that make the old cold-email blast look like a relic from the stone age. They are shifting their focus from "How many people can I reach?" to "How much friction can I remove from the buyer's journey?"

Here are the Top trends to watch out for in 2026

1. AI Assisted selling becomes the Baseline (by Mar 2026)

   CRMs are changing and building strong AI agents to handle admin tasks and even schedule meetings was already a work in progress.

   According to Salesforce and BCG, while 81% of sales teams are experimenting with AI, only 26% can scale it beyond pilot programs to generate real ROI. The "ROI Gap" exists because most teams are using AI to do old tasks faster, rather than using AI to do new tasks that weren't possible before.

   

2. Video-First LinkedIn:

   2025 saw sales reps attempting to sell their products using areas where they addressed problems and with the product as a solution. While some reps created promising posts, others were stuck in figuring out how to get it right.

   In 2026, visibility doesn’t come from writing better posts. It comes from being seen and heard..

   LinkedIn’s algorithm now clearly favors native content, with video leading the pack. According to LinkedIn, native videos generate 5× more engagement than text posts, and short, authentic videos are seeing disproportionate reach.

   Why? Because LinkedIn no longer optimizes for what you say, it optimizes for how long people stay on their app.

   
   A text post is either ignore if too long or just not read at times. In a world of AI-generated text, seeing a human face talk through a complex problem is the ultimate "Proof of Human Existence." There are AI tools that do the talking too, but the rate at which we consume videos and spend hours on Instagram and YouTube Shorts and Reels, it seemed like the best thing to have on LinkedIn as well.

   

   A 30–60 second video where you explain a real use case, walk through a workflow, or break down a customer insight gives the algorithm richer signals than a long text post ever could. And more importantly, it gives buyers something they actually want: context and trust.

3. Year for Micro-webinars:

   For years, “selling on LinkedIn” meant: Sharing long PDFs, posting slide-heavy carousels, dropping gated documents and hoping someone would read them. The "Gated Content" era is dead; no one wants to trade their email for a 40-page report they’ll never open or may have just saved under their bookmarks section.

   Buyers don’t have the patience anymore.
   

   The shift sales teams are missing? Micro-webinars are the upgrade most teams haven’t made yet: short, focused sessions built around one problem, not a full product pitch.

   LinkedIn Live drives up to 24× more engagement, but the real win is depth. Micro-webinars create real interaction, not passive consumption.

   Micro-webinars allow you to:

   - Teach before you pitch

   - Show the product in action, not in slides

   - Answer objections in real time

   - Build authority without sounding sales’y’

   For buyers, this feels less like a demo and more like a working session. And for sellers, it becomes a high-intent filter: the people who show up are already curious. By the time the session ends, you aren’t just following up, you’re continuing a conversation that’s already started.

4. Silent Selling:

   Buyers are already tired of cold calls. And in many ways, B2B is finally learning from B2C. Product-led motions and chat-driven buyer journeys are quietly taking over.

   Companies are investing in communities, in-product guidance, and high-trust spaces (from Slack groups to curated dinners) where relationships form before a sales conversation ever starts.

   It’s expected that 60% of mid-market SaaS deals may start inside the product or community. Instead of a demo request, prospects will try your product (or a freemium version) and engage with in-app prompts, chatbots, or Slack groups long before a rep shows up.

   
   Sales becomes “silent”, you build trust and understanding via the product itself. Keep an eye on PLG tools and in-app engagement metrics: they’ll become the new “activity stats” for success. In 2026, the best sales reps are the ones who know how to "interrupt" a buyer's product experience with genuine value, not a generic pitch.

5. Background Sales Stack:

   Gartner’s 2026 tech trends even highlight multiagent systems: fleets of AI agents that coordinate complex workflows. Fot sales, this doesn’t mean more tools. It means fewer interfaces and more execution.

   These new tools don’t ask you to log in and “check” dashboards. They sit on top of your stack and quietly do the work, like updating CRM fields, drafting follow-ups based on call sentiment, scheduling meetings only when intent is high, and pulling humans in only when judgment matters. The goal is to move from a looking at more data to a space where the system executes the grunt work while you sleep.

   This is the beginning of the “running in-background sales stack.”

6. The New Sales Hires: GTM Engineers

   In 2026, GTM engineering will no longer be a niche or experimental function. It is the bridge between the "What" (Strategy) and the "How" (Automation).

   It’s becoming the operating system of modern sales teams. Which means, they’re not replacing sellers completely, but, they’re creating a role where signals flow cleanly between product, content, CRM, and outreach.

   The evolution is clear:

   • From outbound execution → outbound architecture

   • From activity metrics → intent signals

   • From “sell more” → “design better paths to value”

   
   The companies that win this year won't be the ones with the biggest sales floors; they'll be the ones with the smartest architects.The best sales teams in 2026 will rely on well-engineered systems that make average actions perform like elite ones.

   

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[The chaos is never zero, and you know it’s not easy to get leads.]

But with Clay, FloQer, Persana AI, Leadspace, and Apollo.io all competing for your attention (and your credit card), which actually fits your team?

Let’s break it down this time, with the real tradeoffs included.

Clay: The Custom Playbook Engine

Imagine building outbound sequences your competitors can’t copy because they don’t have the patience to figure out Clay.

Clay lets you run custom workflows, enrich leads on your terms, and automate triggers that feel like magic [until your credit balance mysteriously vanishes].

Best for: Small to mid-sized GTM teams (3-20), agencies, builders who actually enjoy spreadsheets

Pros:

• Ridiculously customizable

• No-code/low-code (mostly)

• Scales unique automation

• Access to 150+ data providers all in one place [it’s like a data buffet, but you pay per bite]

Real Downsides:

• Steep learning curve (2-4 weeks minimum - your team will hate you during week 2)

• Credit system is unpredictable [you wake up one morning wondering where your credits went, like digital theft]

• Requires a dedicated RevOps person (basically, you’re hiring an engineer to feed this beast) (Founder’s perspective - I got a tool, now I need someone to use this. Let me hire one now)

• Needs 4-6 weeks for ROI (Only if you have a great GTM brain and a lot of patience. Forget ROI if you are a sales noob - it takes an year)

• Not a complete platform-you’ll still integrate with LinkedIn automation tools, email, and CRM separately [it’s like buying a sports car but needing to attach the wheels yourself]

• New update: Email campaigns are in beta now, so at least they’re trying

Reality check: Works only if you have RevOps expertise and $800+/month budget. Real adoption rate: 40% [the other 60% are crying in Slack]. But if you get it right? Your competitors won’t know what hit them.

Floqer: Process-First Prospecting

Bring order to scaling teams with repeatable templates and clear workflows. Floqer basically says, “Stop improvising, start systematizing.”

Best for: Growing SDR teams, distributed ops, structured outbound [if you like templates more than creativity]

Pros:

• Streamlines collaboration (SDRs won’t fight over process anymore - because they are in a swirl of thoughts figuring out how to use the tool)

• Clear templates for fast onboarding

• Scales consistency across teams

• Integrations with Sonar, Deepseek, Llama models in their AI flows [they’re building a proper tech stack, not just copying everyone else - iykyk!!],

Real Downsides:

• Rigid processes can prevent experimentation [your creative SDR will feel caged]

• Less customizable than competitors like Clay [you’re trading flexibility for structure]

• Limited independent user validation and help tips online [honestly, hard to find honest reviews and user documentation]

• Relatively new player [they’re still figuring it out, which is both a risk and an opportunity]

Reality check: Strong positioning, but they’re early-stage. If they nail the execution, they could genuinely compete with Clay. Right now? It’s a promising bet, but validate with users first. [Don’t be their beta tester unless you are confident or used to being a test rat]

Persana AI: Signal-Driven Targeting

Stop chasing dead lists. Persana finds in-market buyers through real-time intent signals. Basically, it’s like having a spy in your prospect’s Slack.

Best for: Data-driven orgs, mid-market teams obsessed with intent [if you believe in buying signals more than cold lists]

Pros:

• Spots buying intent early [before your competitor even knows they’re in-market]

• Smart segmentation that actually makes sense

• AI prioritization that saves you from calling dead leads

Real Downsides:

• Requires clean data infrastructure upstream [garbage in, garbage out-no AI can fix that]

• Vendor metrics aren’t independently validated [their case studies show 65% improvements, but... trust issues]

• Integration complexity is no joke [you’ll need your RevOps person doing double duty]

• AI recommendations face adoption resistance [your SDRs will ask “why should I trust the AI?”]

• 3-4 month ramp time [longer than you want, but it’s real]

Reality check: Works for teams with 5-15 SDRs and strong data ops. One small team’s success rarely scales to your chaos. [Success has a way of becoming a fluke when you’re not careful]

Leadspace: Enterprise-Grade Data Backbone

Keeps massive datasets clean, enriched, and unified across channels. It’s what enterprises use when they have budgets that make you cry.

Best for: Enterprise GTM teams (20+), complex CRMs, multi-channel campaigns [basically, if your organization has more than one department]

Pros:

• Handles huge datasets without making you cry

• Solid integrations that actually work

• Consistent data across teams [no more fighting about whose number is correct]

Real Downsides:

• Expensive as hell ($5K-$20K+/year) [that’s 20-40 monthly subscriptions to other tools]

• “Real-time” enrichment has week-long delays [real-time means something different to them]

• Longer implementation timeline [you’ll forget why you bought it by month 3]

• Overkill for small campaigns [like buying a Tesla to drive to your mailbox]

Reality check: Enterprise-only play. For mid-market, the complexity-to-value ratio doesn’t justify the cost. [Save your money for now]

Apollo.io: All-in-One Outbound Workhorse

Everything packed into one platform: prospecting, enrichment, sequencing, analytics. It’s the “just add water” solution that nobody tells you needs a lot of maintenance.

Best for: Solo SDRs, micro-teams (1-3 people), founder-led sales [people who want simple]

Pros:

• Everything built-in (no tool-stacking headaches)

• Fast setup (you can start day 1, which is also when problems start)

• Large database (275M+ contacts, though quality varies)

• Included analytics that look pretty in dashboards

Real Downsides:

• Email deliverability collapses after 90 days [inbox rate drops from 70% to 23%-it’s brutal]

• High bounce rates on “verified” contacts [Apollo’s verification means something different than you think]

• Data accuracy is weak outside US [international teams: look elsewhere]

• Hidden credit costs are real ($500+/month creeping up to $1000+ vs. advertised $300) [death by a thousand cuts]

• High user churn within 12 months [people leave because it stops working, not because they found better]

• AI copy is generic [reads like 2023 ChatGPT wrote it in 2 seconds]

• Limited customization [you’re stuck with their way or the highway]

Reality check: Works for solo SDRs doing founder-led sales. If you’re scaling an outbound team, you’ll hit deliverability walls by month 3. [It’s a short-term fix, not long-term infrastructure. Act accordingly.]

How to Actually Choose

Custom workflows + technical team?
Clay (but plan for 4-6 week ramp and $1K+/month. Your RevOps person will earn their salary twice over.)

Repeatable processes + SDR scaling?
FloQer (but verify user references first. Don’t be their first bet-learn from their current users.)

Intent-based + clean data?
Persana AI (expect 3-4 months, needs RevOps support, and pray your data is actually clean.)

Enterprise multi-channel?
Leadspace ($50K+ budget, 6-12 month implementation, and seriously, make sure you need this before committing.)

Simple outbound, solo SDR?
Apollo.io (short-term only; expect email issues after 3 months. Then you’ll need to find a better home.)

The Bigger Truth

Here’s what nobody wants to hear: most GTM tools fail because of you, not them.

Poor data quality upstream? [85% of AI failures trace back to garbage data]
Broken processes getting automated instead of fixed? [amplifying chaos at scale]
Change management and training being neglected? [your team learning from Instagram instead of actual onboarding]
Expectations that you’ll see ROI in weeks? [sorry, real implementations take atleast few months]

Before picking any tool-seriously, before:

• Audit your data (is it actually clean?)

• Fix your process (are you solving the right problem?)

• Plan adoption (how will your team actually use this?)

Tools amplify good workflows. They also amplify bad ones. [Garbage in, garbage out, but faster]

Final Thought

The best GTM teams don’t cling to one tool like it’s their religion. They blend based on campaign needs, buyer segment, and what actually works in the moment.

And while tools make you faster, preparation and training put food on the table.

Your competitors aren’t winning because they have better tools. They’re winning because they have better data, cleaner processes, and teams that actually know how to use what they’ve got.

Sell smarter, not harder. Your revenue team will thank you.

[And your credit card will stop crying.]

Drop your honest takes in the comments. Have you lived through any of these? Which tool surprised you (for better or worse)? I’m always curious to hear what actually works in the field-not what the vendors say, but what you’ve experienced.

If this helped, share it with your GTM squad. They’re probably wrestling with the same decision right now, and they need the truth.

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Tired of dialing cold? Imagine having to make multiple calls. What was discussed over a recent meetup of ours on how folks make over 800 cold calls each day using power dialers. A research suggests it takes an average 8 cold call attempts just to reach a prospect.

Modern sales isn’t about brute force. It’s about smart, relationship-led outreach. That’s where warm calling wins.

What counts as a warm call?

• Reaching out to someone who already knows your brand, product, or you

• Showed interest by filling the form

• Attended a webinar or event

• Replied to a LinkedIn post, or

• Referred by a customer

So there’s already enough context before you connect with them. Also a possibility that they would show up for a call.

Why does it work?
Warm leads convert up to 50% more often than cold ones.​ The calls are easier and shorter (only if you skip the “who are you?” question).
In this case, the prospects are more receptive because you’re leading with relevance, not disruption.​

How to Nail Warm Calling

1. Prep like a Pro
   Check what sparked their interest. Did they download an ebook? Attend an event or roadshow? Make sure to mention it up front on the call. Like, “I saw you checked out our webinar last week…”

2. Personalize, Don’t Spray
   Your intro isn’t generic: it references their company, their pain points, or their interaction. This could be right out of a conversation at (Hint: CRM notes, their LinkedIn posts, or website activity help.)

3. Build Quick Rapport
   This is your time to be human, not a pitch AI robot. Thank them for connecting, ask what stood out to them (this is important to understand how you build your further conversations), and listen before you launch into features.

4. Follow Up Consistently
   Warm leads still need nurturing. If no answer, reference your first touch, offer more value, and keep it personal. It usually takes approximately 6 to 9 touch-points to close the loop.​

Final word:
In sales, context is king. Warm calling means you’ve earned the right to the conversation now make the most of it.

Did this content help you change your approach?

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Now imagine being able to do over a 100 calls a day. Sounds insane, right?

That’s how dialers change the game. They took what used to be a manual, repetitive process and turned it into a system built for speed, efficiency, and better connect rates. Here’s a quick breakdown if you’re still dialing manually or wondering which dialer fits your workflow best:

Power Dialers: One Call at a Time

This is the classic “I want control but not chaos” dialer.

A power dialer calls one lead at a time from a pre-defined list. As soon as you finish or disconnect from a call, the system automatically dials the next number — no manual effort needed.

There’s always just one active call per rep. This lets you focus on each conversation, leave personalized voicemails, and take notes before moving on.

Think: 30- 50 quality dials a day, with intent and control.

Ideal for reps who want consistency without losing personalization.
Use it when you’re doing outbound with a targeted list, where every call deserves context and conversation.

Parallel Dialers: Because Waiting Is Overrated

Now this one’s for the businesses who thrive on volume. A parallel dialer calls multiple numbers at once- say 4 or 5 of them in-parallel and connects you to whoever answers first. The rest disconnect automatically.

You’re not wasting time on rings or voicemails. You’re spending time where you’re actually getting to talk to someone.

But let’s be clear. The higher connect rates don’t mean higher quality conversations.
You’ll still hit the occasional “wrong number” or the person who hangs up before you even say your name… Because Parallel dialers solve for speed, not depth.

Use it when: you have a long list of mid-funnel leads or reactivation campaigns and need more connects in less time. Perfect for SDRs running structured outbound.

Auto Dialers: High Volume, Minimal Touch

Auto dialers are built for scale. They automatically dial one number after another, sometimes even playing pre-recorded messages. They’re great for outreach that doesn’t require conversations. It’s High output, low personalization but unbeatable when you’re chasing volume..

Use it when you’re doing mass communication, not consultative selling. More like for event reminders, surveys, or notifications.

So…

If your sales motion is personalized, high-context, and relationship-first → go with a Power Dialer.

If you’re in high-volume outbound and want to maximize connects → Parallel Dialer wins.

If you’re in a mass outreach setup (think lead-gen campaigns) → Auto Dialer gets the job done.

Sales has evolved. The question isn’t “How many calls did you make?” — it’s “How many real conversations did you have?” The smartest sales teams don’t pick one. They switch between them based on campaign type, buyer segment, and urgency.
Choose your dialer based on that.

Liked this breakdown?

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That’s the gap most LinkedIn influencers never disclose.

Recently, in our Podcast with Varun Arora, someone who had closed over 2,500+ demos at Klenty, he said something that stuck— literally at the start of the Podcast.

“The first thing my manager asked me to do was answer support chats for a month, and that’s all I did. I didn’t know much about the product or the industry. I was just solving customer queries.”

Most people would call that grunt work. He called it training. That month in customer support helped him understand how customers use the product, where they struggle, and what they’re actually trying to achieve.

When he finally moved to sales, he wasn’t pitching features, he was connecting dots. The problems he solved, the questions customers would have, the solution they were looking for that their product could solve.

Why Most Sellers Miss This

“Even today, if I joined a new company, I’d spend my first few weeks in support. It’s the best way to learn the product, the market, and the customer.”

Most sellers skip this step. After going through weeks of rigorous training, they start running behind numbers and start reaching out before they’ve even figured out why the customer would care.

And after that they rush to perfect their demos by jumping straight into product screens and feature walkthroughs before they’ve even understood the real pain point.

So… in your free time

• Try to spend time in customer support.

• Or read a couple of chats, tickets, and feedback notes.

Watch how people actually use your product! You’ll understand what people want, not just what you’re selling.

🎥 Watch the full Podcast here:

We gave you a quick gist of Multi-threading, what it means and why it matters. The word sounds complex, maybe even fancy. But its real power lies in how it changes the way deals actually move.

Let’s make it practical.

Teja Gadamsetty shares this story with us on how he used multi-threading during a sales call.

He’d just wrapped up a demo.
The main contact loved the product, the energy was great, but instead of ending the call with a “let’s stay in touch,” Teja used those final minutes to ask a few simple but powerful questions:

“What do the next steps looks like?

Do you research
Understand who the next reporting authority or senior stakeholder might be, and use that context to guide the conversation forward.

For example:

“Oh, is it John? I just saw he recently joined the organization, I actually connected with him on LinkedIn before our call.”

That simple mention creates familiarity and makes it easier for your contact to connect you with John. In parallel, you can reach out to John directly, letting him know you’ve just had a demo session with his team and would love to understand how to move the conversation forward.

And that’s really where multi-threading begins.Not after the call, but during it. Deals don’t move forward on follow-ups alone.

And let’s be honest, if your POC leaves tomorrow, you’ll need someone to piggyback on, right?

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The call ended well. You had engagement, maybe even a few head nods.

It’s tempting to sit back, breathe, and wait for “the next step.”

Fact check: Deals rarely move forward on their own. And that’s why you should have known what multi-threading is before getting on that demo call.

Multi-threading is about building connections with multiple stakeholders across a target company, rather than relying on just one contact.

It actually begins right there on your demo call.
Start noticing who influences the decision, who this customer on the demo call reports to, and who might block or push your deal forward.

Think of it as weaving threads across departments. From procurement, finance, tech, ops, and legal; so your deal doesn’t fall apart if one person leaves, stalls, or de-prioritizes the project.

It’s your built-in Plan B: one that strengthens relationships, reduces deal risk, and speeds up decision-making by engaging everyone who influences the purchase.

In modern B2B sales, where 7–10 people weigh in on a buying decision, multi-threading helps you:

• Get faster approvals by aligning required stakeholders

• Build stronger trust and visibility across the org

• Protect your deal if one contact drops off

Multi-threading isn’t a backup plan, it’s how great sellers build momentum so that deals don’t fall apart from bad demos; they fall apart from single points of contact.

So, next time when you wrap up a strong call, don’t wait for “the next step.”
Create it by reaching wider, connecting deeper, and turn your one good conversation into an entire web of buy-in.

Checkout the next post on how do you practically use Multi-threading today…

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Great sales isn’t just about pipelines and quotas, it’s about networking with the right people.

When we started People in Sales, it was supposed to be a simple meetup series, a way for people in customer facing roles like SDRs, BDRs, CSMs, AE, Pre-sales, etc. to connect in person, trade stories, and talk about what was really happening in the trenches.

And it clicked. Every session, every conversation, every shared story reminded us of one thing: there was so much more to talk about.

People in Sales is a place today where all of GTM Sales, Founders, could come together under one roof to share what’s working, what’s not, and what’s next.

The People in Sales Community today has grown from a small in-person series to a full-fledged GTM community. We’re bringing in more meetups and workshops in the coming days along with Podcasts to help people learn stuff that go beyond the typical LinkedIn posts.

So if you’re in sales or planning to explore sales as a space for you to grow your career, come join us.

Or join our LinkedIn Group and get connected with our members!

Selling in the Europe market? Meet folks in People in Sales Community group on LinkedIn. ;)

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From podcasts to Slack channels, some claim SDRs are on their way out, automated away by AI, replaced by hybrid closers, or made redundant by self-serve funnels. But is that true?

NO… Roles EVOLVE or the best, you evolve into parallel roles.

We got this covered for you on our Podcast series Behind the Sale.

The truth is: the SDR role isn’t dead, it’s evolving.

Today’s buyers are more sophisticated, and so are the tools. Yes, traditional “spray and pray” dialing is on the decline. But leading companies still need a human touch at the top of the funnel. SDRs aren’t just cold callers, they help build strategic pipeline, combining intent signals, data-driven outreach, and multi-channel sequencing to open doors and start conversations.​

AI and automation now cover research, follow-ups, and admin. That frees SDRs to focus on what matters: building trust, uncovering intent, and guiding qualified prospects. Success is less about volume, more about what quality prospects want.​

So, is the role dead? Not at all.

Over the coming days, we’re bringing you more stories, podcasts, tactics, Playbooks to ace that Sales game!

Want to join other SDRs? Join us- the People in Sales Community on LinkedIn to connect with your folks in Sales. ;)

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US buyers, especially in large and mid-sized businesses follow a have a “buy over build” philosophy, especially among large and mid-sized businesses. Most US companies prefer to purchase established, enterprise-ready solutions rather than invest time and resources in building custom software internally. This approach allows them to:

• Access proven technology with enterprise support and regular updates.

• Ensure rapid deployment and integration with existing systems.

• Reduce risks related to maintenance, compliance, and ongoing development costs.

• Focus internal resources on core business, rather than custom software projects.​

The US market is one of the most dynamic and open when it comes to adopting new SaaS tools, especially those that simplify everyday workflows. As long as a product feels design-fit and achieves real product-market fit, buyers are quick to try and adopt it.
The difference often lies in execution. Products designed and built in the US tend to emphasize usability: clean visual hierarchies, intuitive navigation, responsive UI, and interface familiarity that makes users want to keep coming back.

It’s no coincidence that apps created for the US market often feel “stickier”. They’re made functional and addictive to use. By contrast, certain products born in other regions still focus on technical robustness over design maturity. While they work well, they often miss the subtlety of emotional engagement: fonts, colors, micro-interactions, and workflow transitions that make great software feel effortless.

Products like Notion, Linear, and Ramp have set benchmarks in this regard. Their intuitive user interfaces (UI) and seamless user experiences (UX) are tailored to the preferences of US users, making them not only functional but also engaging. This design-centric approach has cultivated user loyalty and positioned these products as leaders in their respective categories.

For SMB and mid-market companies in the US, the “buy over build” philosophy is even more pronounced than in large enterprises. Most SMBs prefer buying established, off-the-shelf software to save time, reduce costs, and minimize operational risks associated with custom development. Here is how this plays out:

• SMBs value quick implementation and ease of integration

• The upfront and ongoing costs required to build software in-house are prohibitive for most SMBs, making buying not only faster but more cost-effective in the long run.​

The high cost of development talent, an abundance of robust off-the-shelf solutions, and pressure for speed-to-market make “buy over build” the logical standard for most organizations in the US.

Selling SaaS in the US means leading with speed, ROI, and product quality. US buyers expect ready-to-use, well-designed solutions that fit easily into existing workflows. Make sure you tailor your pitch to show how your product saves time, reduces risk, and is enterprise-ready. A one-size-fits-all approach won’t work; highlight your solution’s proven value and seamless adoption to stand out in this competitive, “buy over build” market.

Selling in the US market? Meet folks in the People in Sales Community group on LinkedIn. ;)

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In the previous post, we spoke about how successful companies focus on specific national or regional markets, adapting features and sales cycles to local patterns rather than treating Europe as a single market.

Now, let’s go a level deeper into what are the buyer preferences in the Europe market and what influences their decision-making process and what they truly value when evaluating new solutions. Here are something’s that I have observed in the European market.

• Customization and Flexibility:
  They highly value software that can be tailored to fit exact business processes, integrate with existing systems, and offer modular options rather than rigid, “one size fits all” solutions.​

• Local Language and Localization:
  European buyers prefer products, documentation, onboarding, and ongoing support available in their local language. A product that is only in English “may be” at a disadvantage compared to localized competitors or market leaders, especially in markets such as France, Germany, Spain, or Italy.​

• Transparency pricing models and Trust:
  European buyers place a premium on transparent pricing models, clear communication about product functionality and limitations, and upfront disclosure about service levels, security, and data handling.

• Proof of Value and ROI:
  Purchasing decisions are rarely impulsive. Buyers want to see clear case studies, testimonials from similar organizations (ideally in the same country/region), robust comparisons, and data showing measurable results.

• Continuous Improvement and Local Presence:
  Buyers pay attention to product roadmaps, frequency of updates, and evidence that a vendor is invested in the local market. Having a regional sales or support presence, European data centers, or references from local users all increase buyer confidence.​

• Strong Support and Relationship Building:
  Responsive local support teams, accessible account management, and regular engagement (check-ins, newsletters, updates) contribute to long-term retention and customer satisfaction.

European buyers don’t just purchase software, they invest in reliability, clarity, and cultural alignment. The more your product reflects their expectations around localization, transparency, and measurable impact, the faster you build trust and long-term partnerships.

Your next move shouldn’t just be about “entering” the European market, it should be about earning it.

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Things to NOTE:
Selling in the European regions requires a thoughtful approach to localization, adhering to regulatory norms, and buyer engagement. European buyers also research extensively before engaging with a sales rep. They evaluate:

• Company’s credibility

• Product’s compliance with local regulations

• And how well your offering fits their specific requirement

Key Factors for Selling Tech in Europe

• Localization is Crucial:
  Europe comprises dozens of countries and languages. Software and product experiences must be localized, not just translated.

• Local Language Customer Support:
  European buyers expect sales, onboarding, and ongoing support in their native language. Providing local language support increases conversion rates, customer satisfaction, and retention.​

• Focus on Data, ROI, and Value:
  European customers are known for data-driven buying decisions. Provide clear quantifiable benefits through case studies, numbers, and measurable ROI, thereby creating brand value.

• Adapt to Regional Habits and Market Differences:
  Business cultures, automation levels, and digital literacy rates differ dramatically within Europe. Successful companies moswtly focus on specific national or regional markets, adapting features and sales cycles to local patterns, rather than treating Europe as a single market.​

• Distribution Channels:
  A mix of direct sales, local distributors and partners help with faster market penetration and understanding target sectors.

Breaking into Europe is about earning trust market by market. If your product doesn’t speak the local language, align with regulations, or prove measurable ROI, buyers may quickly move on to one that does.

Companies that invest in localization, transparency, and credible partnerships not only win deals faster but also sustain long-term trust and market relevance.

Check out the next post on Buyer preferences in the European Market (SaaS/ tech market addition). Learn about what drives their decisions, builds trust to buy your product.

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In our previous post, we read about evaluating data signals. Here’s a deeper context into how you read these data signals.

Prospects are constantly leaving clues online: likes, comments, job updates, event sign-ups, even the type of posts they engage with. These are signals. And learning how to read them can completely change how you prioritize leads.

1. The underrated signals that show buying intent

Not all buying signals are obvious.
A lead visiting your pricing page is a clear one, sure — but what about someone who’s consistently engaging with your competitor’s posts or attending webinars on similar topics?

These are warm digital footprints that often go unnoticed.

The key is not to pounce the moment you notice activity. Instead, track patterns if a lead keeps circling similar themes, that’s your cue to reaching out with something contextual.

2. How to read digital body language (without looking creepy)

“Digital body language” might sound like a buzzword, but it’s one of the most powerful tools in a rep’s toolkit today. Think of it like this: In a real conversation, you read someone’s tone or expression to decide when to speaknline, you read engagement habits. If a prospect:

• Frequently comments on thought leadership posts,

• Shares pain points about an industry challenge, or

• Reposts solution-based content

…they could be signalling curiosity or frustration. Both set the stage to start a conversation.

Let’s take an example:
If a VP of Sales posts about “struggling with pipeline predictability,” and your solution addresses exactly that — this isn’t cold outreach anymore. It’s relevant timing.

You can start a message like:

“Hey [Name], saw your post about pipeline predictability — we’ve been seeing similar patterns with other revenue teams. Here’s a quick framework that’s worked well…”

Relevance wins over persistence. Every time.

3. How to prioritize leads using context, not just contact info

A static contact list doesn’t tell you who’s ready.
Context does.

Here’s a simple mindset shift:

“Don’t chase the biggest accounts. Chase the most active ones.”

If a startup just announced funding, or a VP just took on a new role — those are timing signals.
When you score your leads, add weightage to these factors:

• Recency of engagement (when was the last signal dropped?)

• Type of activity (passive like a like, or active like a post/comment?)

• Relevance to your solution (does it align with your product’s value?)

Prioritizing leads with these lenses increases efficiency and conversion — because you’re not just reaching out, you’re arriving at the right time.

Closing thought

The best sellers don’t chase leads — they spot momentum.
Every click, comment, and share tells a story about readiness.

So the next time you’re prospecting, pause and ask:

“Am I reading signals, or just collecting contacts?”

Because the reps who can read intent — not just find emails — are the ones who win in this new era of sales.

💬 Have your own way of spotting signals or prioritizing leads?
Drop your method below — I’d love to feature the best frameworks in the next edition.

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Much like every other sales-adjacent function, CSMs face an identity crisis.
CSMs often introduced as the ones who make customers smile, but if you’ve ever worked in CS, you know that’s not the real job. This newsletter happened when someone recently said:

“Your job is to satisfy the customer... please help make sure they don’t churn on this call.”

And that’s when it hit, most people still think of success as satisfaction. But here’s the truth: satisfaction doesn’t prevent churn. Adoption does. Retention does. Expansion does.

CSMs sit at the intersection of product, sales, and revenue; turning user data into insights, and insights into growth opportunities. They track adoption rates, feature utilization, and engagement metrics long before a renewal conversation happens, while also building scalable processes that improve retention by percentages that actually move the needle for revenue.

The best CSMs don’t chase NPS scores. They build systems where customer success directly impacts ARR. So the next time someone says,

“Hey, your job is easy…”

You already know what to share with them. ;)

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We talk a lot about “good prospecting,” and most of us spend hours on LinkedIn scrolling through profiles and sending messages to our ICPs. Every lead drops signals like; who they follow, what they like, what they comment on, or even what they don’t.

Signals You Might Be Missing

A like is a signal. Even a small reaction can mean a lead is paying attention to certain topics and you need to track these patterns once you’re connected, like- Are they consistently liking posts about pain points you solve?

A post about a problem is a signal. When someone shares challenges publicly about a product, it’s a goldmine. It tells you exactly what’s top of mind for them, their priorities, frustrations, and the pain points you can address.

That for you is a cue. Over time, these small touches of engagement reveal interest trends and potential timing for outreach.

Add a comment, send a message around their story, not yours, and your outreach stops being generic and starts being relevant.

A new job title is also considered a signal. Career moves are huge triggers. A promotion or role change often brings new responsibilities, new priorities, and sometimes, new budgets. Recognizing this means you can reach out with insights that match their new reality, ideally before competitors even notice.

Hiring posts and funding news are signals too. If a company is hiring aggressively, it might indicate growth, expansion, or new projects. Funding announcements can reveal budget flexibility and the potential to buy new tools or services. These events can help you time your outreach and frame your solution as timely and relevant.

Data doesn’t just sit in your CRM or your database. It’s happening all around you. The best salespeople evaluate such signals before the first message is even sent. It’s about understanding context, not just contact info.

How many times has it so happened that you’ve sent a connection request and the lead does not accept it. Or... they accept, but don’t respond to your message.

The real difference between outreach and connection is knowing who’s ready to listen, and when. Using this method for outbound is an entirely different strategy. It is slow; you need to be a silent spectator, observing before acting. But it also has unique advantages that no cold email or cold call can match. A name, title, and email address are useless without understanding where this person is right now, what they care about, and how your solution fits into their current priorities.

The reality is, most prospecting efforts fail because we miss the signals that tell us a lead is ready, interested, or struggling. And mastering these signals isn’t about luck, it’s about connecting the dots and approaching each prospect with context.

Sales has moved beyond spray and pray. Today, it’s about spotting what others scroll past and turning attention into action.

Have a story to share on how you spot buying intent before your first message?
Drop your approach below, and if this post helped you rethink prospecting.

Check out the next post
Where we dive into how to read these signals effectively and prioritize your outreach for maximum impact.

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Another morning. Another cup of coffee. Another 60 dials ahead of you. And somewhere between “not interested” and “send me an email,” you start to wonder am I actually getting anywhere?

But those 60 dials? They’re more than just a number. Each call is a tiny act of persistence. Most calls blur together. You’ll get polite brush-offs, awkward pauses, and a few people who sound like they’ve made it their life’s mission to hang up faster than you can say “hey.”

But then there’s that one call… something makes it click. The one where someone laughs, or opens up, or you drop that one line that lands perfectly on why they need our product.

There’s wisdom in repetition. W. Clement Stone wrote,

“Sales are contingent upon the attitude of the salesman, not the attitude of the prospect.”

If you’ve been around in sales long enough, you know the dials don’t get easier. You just get sharper. You start to notice the tone that works, the timing that lands, and the kind of energy that gets a cold prospect to actually stay on the line.

So tomorrow, when the headset feels heavy and the day stretches out in predictable monotony, remember: it’s not about grinding through calls.

It’s about getting better with every one of them.

Feeling the grind today? You’re not alone. Join us- the People in Sales Community on LinkedIn to connect with your folks in Sales. ;)

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