// INDUSTRY INSIGHT //

Sean Evers, VP of Sales and Channel Partnerships, Pipedrive

Most importantly, when AI takes on the heavy lifting, it frees up sales professionals to focus on what matters most: building relationships and understanding the needs of customers. These are the core activities that drive trust, loyalty and long-term growth, making AI not just a tool but a strategic partner in modern sales.

Turning grit into growth

Competing with enterprise-level players can feel overwhelming but the key is to focus on your strengths and use them strategically. When you make the most of the resources you do have, you can accelerate progress and create meaningful impact often

MOST IMPORTANTLY, WHEN AI TAKES ON THE HEAVY LIFTING, IT FREES UP SALES PROFESSIONALS TO FOCUS ON WHAT MATTERS MOST: BUILDING RELATIONSHIPS AND UNDERSTANDING THE NEEDS OF CUSTOMERS.

That starts with knowing your audience inside and out. High-impact sales strategies like community-first selling and partner-led growth work best when they’ re deeply rooted in a clear understanding of your niche and a willingness to actively listen to your customers. By staying closely aligned with their needs, businesses can build meaningful connections and create valuedriven experiences that differentiate them in a crowded market.

Growth comes from a mix of strategic clarity, operational discipline and the confidence to stay the course. When tech opportunities abound, it’ s easy to chase trends that dilute your focus. But the most effective SMEs know when to double down and when to move on. Listen to your teams and let their first-hand experience pave the way.

Whether it’ s sunsetting a clunky tool, pausing an underperforming channel or choosing not to compete in saturated spaces, picking your battles wisely ensures resources are spent where they matter most.

Smarter now, stronger later

Finding the perfect balance between AI automation and human experience can

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