B2B Sales Strategies for 2025 and Beyond | Matt Green

Art & Science of Complex Sales

In the fast-paced world of tech sales, staying ahead of the curve is crucial. As we step into 2025, sales strategies are being reshaped by shifting economic conditions, expanding buying committees, and the integration of new technologies. In the latest episode of our podcast, we dive deep into these changes with Matt Green, CRO and co-founder of Sales Assembly, to uncover the essential skills and strategies that sales professionals need to thrive in this evolving landscape.

Join us as we explore the transformation of sales tactics, where old meets new in dynamic ways. From creative cold call openers to the resurgence of physical outreach like gifting, businesses are finding innovative methods to rise above the digital noise. We emphasize the value of in-person interactions in moving sales forward and the importance of setting clear expectations for sales teams at events. Matt also shares the journey of co-founding Sales Assembly, filling a gap in resources for tech sales leaders. Experience how their platform has enabled sales teams to receive practical, applicable training from industry experts, setting a new standard in sales excellence.

(00:04:10) - Frontline Sales Skills and Trends This chapter brings listeners into the world of complex sales with insights from Matt Green, the Chief Revenue Officer and co-founder of Sales Assembly. We explore the critical skills that sales teams need today, focusing on multi-threading and storytelling as essential competencies in the evolving tech sales landscape. With buying committees growing and budgets tightening, the ability to navigate enterprise sales motions is more crucial than ever. Additionally, the importance of storytelling is highlighted, not just in sales but also in post-sales environments, as organizations reevaluate their customer success teams. Through Matt's experience and the knowledge shared among hundreds of CROs and VPs of sales in Sales Assembly's community, we uncover the trends and challenges shaping the future of B2B sales

(00:10:50) - Navigating Shifts in Sales Tactics This chapter explores the evolution of cold call openings, highlighting how techniques have shifted from traditional permission-based openers to more varied and creative approaches. We discuss the effectiveness of different tactics, such as directly pitching or using humorous openers, and how companies are customizing their strategies to suit their needs. We also touch on the resurgence of physical outreach, like gifting, as a way to break through digital noise and make meaningful connections. Additionally, the importance of in-person interactions is emphasized, particularly in advancing the sales cycle and qualifying opportunities. Overall, this chapter sheds light on the blending of old and new methods in sales outreach to achieve better engagement and results.

(00:18:55) - Building Sales Community and Networking This chapter focuses on the importance of setting clear expectations for sales teams at conferences and events to maximize engagement and networking opportunities. We highlight how simple guidelines can enhance the effectiveness of salespeople, moving beyond mere training. Additionally, we explore the origin story of Sales Assembly, founded by Matt and his partner Jeff, who identified a gap in community and training resources for sales leaders in the tech industry. The chapter shares insights into how Sales Assembly has grown over the past eight years by leveraging an ecosystem of B2B tech companies to provide relevant, live training sessions. We emphasize the value of bringing in experienced sales professionals to lead these sessions, ensuring that the content is both practical and directly applicable to the challenges faced by sales teams today.