How Sandler Transformed its Internal Go-to-Market Strategy with Sales Hub

Despite Sandler’s strong reputation for effective sales and management methods, an intriguing paradox emerged: their sales team lacked the tools needed to achieve their revenue targets. Discover how Sandler adjusted their strategy, aligned internal processes with their established methods, and redefined their path to excellence.

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About Sandler

Sandler is the world’s foremost sales professional development and performance enhancement organization, empowering over 50,000 sales professionals and leaders annually to excel in the art of selling.

The Company: Aligning Internal Practices with External Excellence

Sandler is widely recognized for introducing the Sandler Selling System, a pioneering training methodology aimed at enhancing sales techniques and customer interactions. Michael Norton, EVP of Sales at Sandler, notes, “We train sales teams to perform at the highest level with best practices. Our sales team is expected to be the gold standard.”

Given Sandler’s leadership in performance improvement and training, it would be reasonable to assume that their internal go-to-market approach would reflect the best practices they advocate to clients. However, a candid self-assessment at Sandler revealed areas for improvement in their tech stack.

Despite adopting numerous tools to support their sales strategy, the sheer number of tools did not necessarily lead to better results. “We had six different tools people had to log into,” explains Michael. “None of them were integrated, making reporting difficult.”

The cumbersome process of logging sales activities across multiple platforms led to inconsistent data entry, with only a few representatives dedicating time to it, resulting in limited data and minimal insights. Recognizing the need for change, Sandler embarked on a transformation to implement a robust system that could seamlessly support and elevate the very strategy they advocate to others.

The Solution: Propelling a modern Go-To-Market Strategy with Sales Hub

The transformation began when Sandler focused on aligning the right tools with the right activities at the right times. With the implementation of Sales Hub, Sandler’s sales team seamlessly translated their strategic methodology into a practical and actionable framework for the organization.

Prospecting Smarter: Engaging In Relevant and Timely Conversations

The Sandler method strongly emphasizes customer-centric conversations. However, despite the sales team’s extensive training in these interactions, they faced challenges in gaining insights into how prospects were engaging with their content. This lack of information led to uncertainty and impersonal conversations, as the team had to rely on speculation rather than concrete data.

Now, with comprehensive engagement tracking, the team receives automatic notifications whenever a prospect interacts with content, whether on the website or via email.

“Understanding where a prospect is in the buyer’s journey and seeing what content they’ve recently viewed or clicked on has made our conversations much more relevant. We can now meet prospects where they are instead of just taking a shot in the dark,” explains Jackson Mead, Enterprise Account Executive at Sandler.

Streamlining Activity Tracking and Logging

Tracking and logging sales activities are crucial for evaluating the effectiveness of Sandler’s sales strategy. Previously, sales reps had to manually log calls across different systems, making the process cumbersome. Now, with automated call tracking and logging, the process is fully streamlined.

“Before, it was hard to know who attended a meeting and who didn’t. With Sales Hub and its integration with Zoom, all meetings are automatically tracked and logged, so I never have to think about it,” says a representative.

Beyond call tracking, reps can now monitor and log their activities in one centralized location. This streamlined setup allows for effortless tracking at every level, and the intuitive nature of Sales Hub has motivated reps to update their activities more consistently.

As a result, Sandler has seen a 50% increase in adoption rates year-over-year—a clear indicator of HubSpot’s ease of use and the swift, actionable insights it provides.

Enhancing Seller Productivity

Sales reps often have limited time for routine tasks, and constantly switching between tools can be frustrating. With a prospecting workspace, they can now stay focused on a single view of their prospecting efforts, with all the necessary tools and data conveniently located in one place for easy updates, analysis, and execution.

“The prospecting workspace significantly boosts rep productivity by having everything accessible in one spot,” says Jasmine Lecky, Sales Operations Specialist.

Jackson adds, “It helps keep me accountable for tasks like phone calls, emails, and LinkedIn outreach.”

Looking Into The Future

Sandler has already seen significant success with Sales Hub and is eager to explore new opportunities for growth and expanded use cases. The team is particularly excited about leveraging AI-assisted selling with tools like the content assistant, as well as using sequences to grow existing accounts.

“Having the AI content assistant integrated into HubSpot will be incredibly convenient, not just for sales but for us on the marketing side as well. We’re really looking forward to exploring it,” says Emily.

Jackson adds, “We’re interested in expanding our use of sequences beyond just prospecting and applying them to account growth. It’ll definitely make our work easier.”

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