The Fundamental Shift From the Art to the Science of Sales with Todd Abbott

GUEST: Todd Abbott EVP Corporate Development at Mediafly

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In the beginning, we never really had the data to know what was going on in the sales process.

We just relied on the judgment of reps.

Sales was a mysterious art.

Now, we have tech for every stage of the process. With the right data infrastructure, we get the insights that enable us to convert sales from art… to science.

We can now capture all that information to help you understand where and why you win, both tactically and holistically, across the sales process. 

This fundamental shift from the art of sales to the science of sales is changing revenue operations, sales and leadership.

Do you know why your best-performing reps are your best-performing reps?

If not, tune into this episode and guest: Todd Abbott, EVP Corporate Development at Mediafly, who shares how new sales tech enables true cross-functional alignment across sales, marketing, services, management and backend systems. Todd demystifies the mystery behind sales success and how tech fundamentally changes the game.

The mystery behind winning

Every sales process is a series of meetings. All you try to do during these meetings is to stay relevant and deliver more value so that your customers bring your deal to their decision-makers.

We try to bucketize the sales process in sales stages, but the reality is that sales representatives are horrible at keeping things in their proper stages. 

Technology fundamentally changes the game. It enables us to drive continuous improvement in the sales process. When customers attend meetings, reply to e-mails, and commit, your value proposition is resonating, but you want technology to tell you when your clients stop engaging and what you can do to change this.

New technology can record, transcribe, and analyze what is being said in these meetings and allows your sales representatives to better understand the engagement level of clients.  The data shows you exactly at what point in the sales process you are and what plays to run, enabling true cross-functional alignment.

The tactical and strategical values of the science of sales

Every sales process is a series of meetings. All you try to do during these meetings is to stay relevant and deliver more value so that your customers bring your deal to their decision-makers.
We try to bucketize the sales process in sales stages, but the reality is that sales representatives are horrible at keeping things in their proper stages.


Technology fundamentally changes the game. It enables us to drive continuous improvement in the sales process. When customers attend meetings, reply to e-mails, and commit, your value proposition is resonating, but you want technology to tell you when your clients stop engaging and what you can do to change this.


New technology can record, transcribe, and analyze what is being said in these meetings and allows your sales representatives to better understand the engagement level of clients. The data shows you exactly at what point in the sales process you are and what plays to run, enabling true cross-functional alignment.

“Hope is not a strategy.

Todd Abbott, EVP Corporate Development at Mediafly

Now that you know the importance of data-driven sales strategies, it’s time to learn how to change the way your team, company, or organization uses systems. Check out the full list of episodes here: The B2B Revenue Executive Experience.