TL;DR:
The sales game has changed. Founders who embrace modern B2B sales strategies are growing 2x faster.
Key takeaways:
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Target fewer, better accounts with ABM
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Use AI to work smarter, not harder
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Go omnichannel to meet buyers where they are
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Price based on value, not cost
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Personalize everything, even at scale
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Founder-led sales build early traction
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Align sales and marketing around one shared goal >> revenue
Want real-world strategies your team can act on today? Keep reading.
The Sales Game Has Changed: Modern B2B Sales Strategies
Sales aren’t about scripts and spray-and-pray anymore. B2B buyers are doing their research online and skipping the sales call.
Gartner predicts that 80% of B2B sales interactions will be digital by 2025.
To keep up, startups and SMBs must adapt and fast. The best are already pulling ahead.
McKinsey found that companies using modern B2B sales strategies are growing revenue at 2.3x the industry average.
With headquarters in Bellevue, WA, and an office in Boulder, CO, we provide scalable solutions to startups and SMBs nationwide.
Let’s break down seven strategies that work and how to delegate the execution.
1. Focus on the Right Accounts with ABM
What it is:
Account-based marketing (ABM) is a focused approach that treats high-value accounts as individual markets. Instead of trying to fill the top of the funnel with volume, you target fewer accounts and build tailored campaigns for each. ABM combines marketing and sales efforts to engage decision-makers across multiple channels.
Why it works:
Generic lead-gen spreads your team thin. ABM aligns your outreach with real buyer needs, improving deal velocity and conversion rates.
CXL reports that 79% of all sales opportunities in 2020 came from ABM efforts. ABM is not just efficient; it’s effective.
Delegate by asking:
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Which 10–20 accounts are the best possible customers for our brand?
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What do we already know about their goals and pain points?
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Where can we personalize outreach to show we’ve done our homework?
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How can we track success by account, not just by lead volume?
Try this week: Build a top-10 target account list and audit current outreach.
2. Use AI to Work Smarter, Not Harder
What it is:
AI in sales doesn’t mean replacing your team. It means augmenting it. Tools can now analyze data to spot ideal leads, automate low-value tasks, personalize outreach at scale, and even recommend the following best action in real time. Think of it as sales enablement with superpowers.
Why it works:
AI closes the gap between data and action. It removes guesswork and lets your team focus on high-impact work.
McKinsey found that companies using AI grow 2.3x faster, improve profitability, and drive higher shareholder returns.
Delegate by asking:
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Where are we wasting time on manual tasks?
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What part of our sales process is most repetitive?
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How do we prioritize leads today, and could AI improve that?
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Is there one tool we can test in the next 30 days?
Try this week: Choose one time-consuming task and pilot an AI solution.
3. Sell Everywhere! That’s Omnichannel
What it is:
Omnichannel selling means consistently showing up wherever your buyers are: email, LinkedIn, paid ads, your website, Zoom, even text. It’s not about being everywhere at once; it’s about being everywhere that matters.
Why it works:
Buyers don’t move in a straight line anymore. They research across platforms and expect a seamless experience.
McKinsey reports that companies that execute strong omnichannel strategies see 13.5% EBIT growth. Those that don’t? Just 1.8%. The difference is staggering.
Delegate by asking:
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Where do our prospects engage today, and where are we missing?
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Are we delivering a consistent experience from first touch to close?
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What’s the most significant drop-off point in our funnel?
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Can we test one new channel this month to increase conversions?
Try this week: Identify your most-used buyer touchpoints and test one new one.
4. Use Value-Based Pricing to Unlock More Revenue
What it is:
Value-based pricing means setting your price based on the measurable results you deliver, not your costs or competitors’ charges. It shifts the focus from inputs (time, features) to outcomes (growth, savings, ROI).
Why it works:
Most companies undercharge because they’re afraid to tie pricing to value. But top buyers care more about outcomes than price.
When you sell impact, you position yourself as a partner, not a commodity. This can lead to premium pricing and higher retention.
Delegate by asking:
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Do we know exactly what results our best customers are getting?
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How are we tying pricing to value, not just features or effort?
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What do prospects say when they push back on price?
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What would testing a higher-tier pricing structure with 1–2 clients look like?
Try this week: Interview 2 clients about the ROI they’ve seen.
5. Personalize Everything at Scale
What it is:
Personalization means customizing every touchpoint based on what you know about the buyer: industry, role, goals, and behavior. Doing it at scale requires systems, not guesswork. Use templates, data, and automation, but layer in specifics that show real understanding.
Why it works:
Buyers ignore generic outreach. But when they feel seen, they respond.
BCG found that companies that personalize grow 40% faster than those that don’t. Personalization drives response, builds trust, and shortens the sales cycle.
Delegate by asking:
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What do our best customers have in common, and how can we speak to that?
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Are we sending the same message to everyone?
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Are we using data we already have to make our emails smarter?
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Can we pilot a tailored outreach strategy for 10 accounts?
Try this week: Rewrite outreach for 10 accounts using client-specific insights.
6. Use Founder-Led Sales to Build Early Momentum
What it is:
Founder-led sales isn’t a stage to skip; it’s where product-market fit is shaped. Early on, the founder is often the best (and only) rep. They can speak authentically, test messaging quickly, and hear objections firsthand.
Why it works:
No one knows the customer’s problem and the solution better than the founder. These early conversations lay the foundation for a repeatable sales motion.
Heavybit and HBS emphasize that founder-led sales is a key advantage in early-stage growth.
Delegate by asking:
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How many conversations do I need to have before handing this off?
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What patterns am I hearing from buyers that should shape our pitch?
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Are we documenting what works so someone else can run the playbook?
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Who can shadow me and become our first sales hire?
Try this week: Block 2 hours for prospect calls and document the top objections.
7. Align Sales and Marketing Around Shared Goals
What it is:
Alignment isn’t about meetings but shared revenue targets. When sales and marketing work together, lead quality improves, handoffs become smoother, and messaging sharpens.
Why it works:
Disconnected teams burn time and budget. Aligned teams close more deals and improve CAC-to-LTV ratios.
While there’s no single stat to quote here, every high-growth company eventually fixes this.
Delegate by asking:
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Are we all working toward the same revenue goals?
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Where are handoffs breaking down between marketing and sales?
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Do both sides understand what defines a qualified lead?
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What marketing content gets used by sales?
Try this week: Hold a short sales & marketing sync focused only on aligning revenue targets.
Ready to Put These into Practice?
Today’s buyer journey is fragmented, fast-moving, and digital-first. If you’re still using tactics from 2015, you’re already behind.
Modern B2B sales strategies are how founders are winning in today’s market. They’re built for how buyers behave now.
Start with one. Delegate it well. Track what works.
And if you want help building out a strategy that sticks?
Let’s talk.