The Modern Selling Team
Published:
Shrinking pipelines, more admin work, and spiraling AI pilots are forcing teams to rethink what it means to be a “modern selling team.”
Everywhere you look, the old revenue playbook is falling apart. Pipeline is harder to fill as reps get buried in internal administrative tasks. Cadences get ignored, and customer behavior is harder to track. AI promises to close deals faster, but most companies struggle to apply it in ways that matter.
Gartner reports that “Seventy-four percent of B2B sales leaders report that closing deals has become significantly more difficult, evidenced in sales cycles increasing by an average of 20 days per year from 2022 through 2024.”1 And we’re hearing the same questions from revenue leaders across companies of every size: What should a modern selling team actually look like, and how do we get there?
We are seeing the same pains from technology transformations of the past: teams wavering on adopting new tools, lagging executive sponsorship, and challenges with change management. Our formula to solve those pains and achieve modern selling is evolving with AI.
Technology isn’t the challenge. Operationalizing it is.
Automation, analytics, and AI are already here. What’s missing are the foundational components to use them well:
- Revenue needs an operating model that won’t fall apart if top sellers leave.
Reps need AI collaborators that help them sell.
Managers need to replicate what works.
Leaders need a strategy that keeps people, tools, and processes working together.
Winning teams know how to wrap technology around these goals, accelerating the alignment, governance, and systems needed to scale execution.
This expert guide breaks down the three defining capabilities of the modern selling team — an aligned culture, full-funnel pipeline execution, and an orchestrated revenue system — and shows how each one drives more consistent execution.
Get ready to transform your selling team.