Revenue Operations Alliance: Modernizing B2B sales: How to Drive Growth in Legacy Industries

The article shares a real case of driving growth in a legacy organization transitioning into modern B2B sales. The author faced challenges at GHD Digital, where traditional go-to-market motions clashed with the needs of selling SaaS solutions. To overcome this, they restructured the sales organization by defining specialized roles (AEs, AMs, SDRs), adopted a value-based selling mindset, and implemented competitive compensation to attract talent. Leadership shifted from traditional “command and control” to collaborative trust, aligning all functions around shared value principles. Sales teams learned to focus on solving real business problems rather than pitching product features, supported by persona research and disciplined forecasting processes. Simple, consistent processes were embedded into the CRM to ensure alignment and accountability. Over two years, these changes resulted in significant revenue and pipeline growth, improved forecasting accuracy, and higher deal sizes. The article emphasizes clarity, consistency, customer focus, and executive buy-in as keys to modernizing sales in legacy industries.