Sales transformation for revenue leaders with 100+ sellers
Your sellers pitch features. Your buyers buy business value.
New strategy, same sales behaviour? Our sales transformation work aligns 100+ seller teams behind the change, on live deals, so behaviour changes and the numbers follow. Visible results within 90 days.
Trusted by revenue teams at
Hear the difference
Same deal. Two pitches. Hear which one wins.
One seller leads with the product. The other leads with the buyer’s business. Switch between them and listen to where each conversation ends.
Competing on price
Illustrative example.
Want your sellers sounding like the second one?
Sound familiar?
The way your buyers buy has changed. Has the way your team sells?
Your strategy has changed. Your sellers haven’t.
Turn a new strategy into what sellers do on live deals, region by region.
Sellers lead with features
They walk buyers through the product, so the conversation ends on price instead of business value.
Your partners default to features and discounting
Partner sellers fall back on product talk and a discount, instead of leading with the value you bring their customers.
Your growth motion has to change
Moving from product-led to sales-led needs sellers who can build a business case, not just run a demo.
AI is in the toolkit. The conversations haven’t changed.
AI helps when it reinforces a clear selling standard. We set the standard first, then use AI for research, practice and coaching.
Results
Field-tested in some of the world’s biggest sales teams
17,500
sellers and leaders transformed worldwide
14
consecutive quarters of double-digit growth
Lenovo
How we work
G.E.A.R.: from strategy to everyday practice
No one-off events. We stay with your team from the first baseline to the point where your managers run the coaching rhythm themselves.
G · GROUND
Get an honest baseline, fast
Acting as your critical friend, we show you the gritty reality of your sales team before anyone spends another pound on enablement.
- Measure each seller’s propensity and capability against your top performers
- Find the headwinds that are really holding deals back
- Pinpoint the areas across your GTM team with the biggest impact
- Baseline your partners’ capability alongside your own sellers’
You get: your D.R.I.V.E. baseline and a stack-ranked plan of three to five actions. See the Sales Team Diagnostic.
E · EQUIP
Give leaders, sellers and partners the plays
Playbooks, assets and programmes built from what your best people already do, so the whole team can do it too.
- Coach the specific behaviours that move win rate
- Build plays to reduce churn, grow expansion and win new logos
- Build a customer-first culture your sellers believe in
- Give partners value-led plays, and co-selling plays to run with you
You get: field-ready plays your sellers will actually use.
A · APPLY
Coach on live deals, not in a classroom
We stand shoulder to shoulder with your teams on real opportunities, using C.O.V.E.R. to position business value with customers.
- Engage customers early, before the RFP is written
- Coach in real time on what’s working, at scale and speed
- Give sellers exactly what they need, when they need it
- Build joint account plans with partners using C.O.V.E.R. on shared deals
You get: new behaviours showing up in your pipeline within the quarter.
R · REFINE
Make it stick after we step back
Change lasts when your managers own it. We build the habits and the measures that keep the practice alive.
- A manager-led coaching discipline, week in, week out
- Methodology adoption you can track
- A consistent experience for every customer
- A coaching rhythm your partner managers run with their partners
You get: best practice that has become the practice.
What revenue leaders say
The result was growth
Took years off our transformation.
SVP, Global SalesHPE GreenLake
SGT had a framework we followed, and we actually added to that framework and through this collaboration the result was growth.
Ehrika GladdenChief Revenue Officer, Sorenson
By implementing your recommendations, we have seen 14 quarters of double-digit growth.
Greg SmithExecutive Director & General Manager, Lenovo
Why SGT
Not a training company. Not a big consultancy.
We’ve walked in your shoes
We’re operators, not academics. We’ve led seller transformations ourselves, and we only ask your sellers to do what really turns the dial.
We stay until it sticks
Training fades. We embed the practice on live deals and build your managers’ coaching rhythm, so the change lasts after we step back.
Three to five priorities, not sixty
You get a short, stack-ranked plan and a baseline to measure against, so you can show the board the before and after.
The Sales Transformers Podcast
CROs on what really makes change stick
Hosted by Chris White and Matt Naunton. Revenue leaders share what worked, what didn’t, and what they’d do differently.
Episode
Sales evolution in a rapidly changing world
Sheevaun Thatcher
VP Enablement, Demandbase
Insights
Practical thinking for revenue leaders
Questions
Common questions from revenue leaders
What is sales transformation, and how do I know if my organisation needs it?
Sales transformation changes how your sellers sell, not just what they know. You probably need it if you’ve missed forecast two quarters running, your methodology isn’t used on live deals, or your sellers still lead with product features and end up competing on price.
How do I improve win rates and get consistent sales performance?
Start with an honest baseline of who can position business value today. Then coach the few behaviours that move win rate on live deals, with your managers leading a weekly coaching rhythm. Consistency comes from that rhythm, not from another kick-off event.
What is a sales capability assessment, and how is it different from a performance review?
A performance review tells you what each seller delivered. A capability assessment tells you why: each seller’s willingness and ability to sell the way you need, compared with your top performers. Our D.R.I.V.E. assessment gives you that baseline and a stack-ranked plan.
Why do sales transformation programmes fail, and how do I make mine stick?
Most fail because they’re events: a kick-off, a workshop, a slide deck, then back to old habits within weeks. Change sticks when it’s applied on live deals, coached by managers and measured against a baseline. That’s what G.E.A.R. is built to do.
How do you align a sales team behind a new strategy?
Baseline who can sell the new strategy today, then turn the strategy into plays and deal plans sellers can use on real accounts. Coach those plays on live deals, with your managers leading a weekly rhythm, and measure adoption against the baseline. Done this way, you should see visible results within 90 days.
How should a new CRO or VP of Sales approach their first 90 days?
Get a data-driven view of where your people really are, pick the three to five actions that will move the numbers, and show visible progress within the quarter. That’s the ground we help new-in-role leaders cover.
How are Sales Growth Team different from traditional consultants?
We’ve led seller transformations ourselves, including HPE GreenLake’s growth from $15M to $3.8B in three years. We stay through delivery and coach on live deals, and we give you a short, stack-ranked plan rather than a 60-point report.
How do we get channel partners to sell on value, not discount?
Partners sell the way they’re equipped and rewarded to sell, so most default to features and discount. Baseline their capability, give them value-led plays built for their sellers, and coach on shared deals alongside your partner managers. With a Cloud Provider client, that took partner sellers’ confidence in turning MQLs into new business from 15% to 52%, grew won deal sizes by 300% and cut cost per MQL by 28%.
Next step
Find out where your team really stands
Pick a time that suits you.
- Talk it throughYour headwinds, your goals and what you need to show in the next 90 days.
- Get an honest viewWhere we can help, and where you shouldn’t spend money on outside help.
- Leave with next stepsClarity on what good looks like.