Heather Robinette, MBA

AppOmni

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

• Led the optimization and integration of Salesforce, Groove, and LeadIQ, streamlining data flows and automating reporting, leading to a 30% reduction in manual data entry and a 20% increase in operational efficiency
• Built account scoring in Clay that incorporates weightings for employee size, tech stack, and industry to produce a score and tier used in dynamic territory planning for improving rep ramp time and quota attainment 
• Crafted an internal sales methodology called PIPE and created the fields, logic, and scoring in Salesforce to help guide the sales team during the sales process and improve VPs ability to understand opportunities at risk 
• Improved customer renewals by establishing automated workflows in Salesforce to manage upsells and renewals and enhancing cross-departmental collaboration between sales and customer success teams
• Developed Lead Scoring in HubSpot using fields, workflows, and calculated properties to create firmographic, behavioral, and demographic scores to equal the AQL score, which provided more flexibility and accuracy

Senior Revenue Operations Manager

Robinette Marketing

Part-time consultant helping companies with marketing, sales, and revenue operation needs. Experience in multiple HubSpot and Salesforce instances.

RevOps Consultant

Pavilion

Pavilion (formerly Revenue Collective) is a private membership for high-growth individuals who are looking to thrive in today's evolving business world.

Rising Executives School Graduate (June 2022). Learned the leadership, management, and core competencies needed to succeed at the executive level.

Enterprise GTM School Graduate (June 2022). Learned how to build and execute effective Enterprise GTM strategies.

Marketing School Graduate (May 2022). Learned how to improve skills as a marketer, manager, and ethical leader by covering the pillar disciplines of marketing and core tenets of sales. 

RevOps School Graduate (February 2022). Learned actionable insights into the core functions of a RevOps leader.

Revenue Growth Architecture School Graduate (July 2021). Learned the key skills, strategies, and scientific models needed to be a revenue growth architect, including the principles of recurring revenue, the GTM operating model, the SPICED methodology, identifying moments that matter, and more.

Associate Member

Peak Community

Peak Community is an invite-only private community of the best marketers and marketing leaders to connect, learn, and get 1% better each week.

Member, Emerging CMO

Asite

Asite helps people share information and build knowledge in a secure environment in the cloud. Every day, people all over the world use Asite to manage their projects and supply chains collaboratively to get the information they need – when and where they need it.

• Worked with the global sales teams to gain consensus on the sales process that was documented and operationalized using a 40-page Revenue handbook and rolled out system-wide changes in Salesforce and HubSpot
• Provided sales and marketing enablement training to 50+ users across systems such as ZoomInfo, LinkedIn Sales Navigator, 6sense, HubSpot, and Salesforce to increase adoption and user productivity 
• Developed and implemented a first touch/last touch attribution model using automation to provide cleaner, more accurate reporting to illustrate sales and marketing pipeline contributions 
• Laid off due to a company restructure that eliminated the RevOps team

Revenue Operations Manager

Conexlink (MyCloudIT)

Conexlink is a SaaS company committed to empowering every business to take advantage of the cost and performance benefits of delivering IT in the cloud. MyCloudIT provides automated solutions for moving businesses into the cloud and taking advantage of cost-saving optimization strategies.

• Grew HubSpot usage from a few emails to fully leveraging Marketing Hub, Sales Hub, and Service Hub which included building out automation for email campaigns and building out the knowledge base
• Established and documented the sales and marketing process and metrics, including starting weekly and monthly meeting cadences, which drove accountability across the entire team 
• Built and managed marketing and sales operations, including the tech stack, processes, and reporting across the company and teams 
• Promoted from Marketing Manager to Director of Marketing in 2020

Director of Marketing

Cunningham Group at RE/MAX Advantage

Cunningham Group at RE/MAX Advantage is a Las Vegas and Henderson-based real estate team serving dream-seeking home buyers, cutting-edge sellers, and investors. Community and Service are a core focus of our business. 

• Created KPI reporting to measure the success of omnichannel marketing efforts and align with company growth goals, which resulted in an ROI of 120% in 2016 
• Introduced paid search with Google Ads and Facebook Ads to the marketing strategy, which diversified lead sources and accounted for 20% of the revenue

Marketing Manager

SteelSentry

SteelSentry is the leading manufacturer of technical, industrial, and laboratory furniture in the United States. 

• Led a 5-person cross-functional team through the design and development of the first product catalog, which included working with different departments, overseeing the design, and meeting tight deadlines 
• Researched and developed easy-to-understand presentations and collateral for the sales team on customer product uses
• Provided recommendations to leadership on website changes based on Google Analytics and worked with the web admin to implement changes which resulted in an increase in website traffic

Marketing Analyst

Materials Transportation Company

Materials Transportation Company is an employee-owned company that was founded in 1946. MTC engineers, designs, and manufactures a complete line of integrated food process systems and battery-handling equipment to companies worldwide. 

• Collaborated with the VP of Sales to create sell sheets, and redesigned the product catalog and website, which increased website traffic
• Coordinated a large-scale trade show in Chicago involving logistics of equipment for MTC and a Polish partner company, booth design and layout, traditional and online marketing efforts, and a budget of $100,000
• Created and implemented initial training for 2 new sales coordinators, including procedure guides, hands-on training, and facility tours to introduce them to other departments

Sales & Marketing Administrative Coordinator

Oracle

Oracle Corporation (Oracle) provides products and services that address all aspects of corporate information technology (IT) environments, including application, platform and infrastructure.

• Created a training guide as part of the peer mentoring initiative to help new hires transition into their roles 
• Cultivated strong relationships with customers, identified and addressed business needs, and provided possible solutions  
• Developed and organized in-depth territory and account knowledge including contact information, current product ownership, current and future technology plans and targeted areas of opportunity

Business Development Consultant

Up until 2021, my career was centered on Marketing. I went to school for marketing, the first part of my career was in marketing, and everything seemed to be on track.

Then, in 2021, I was laid off as a Director of Marketing for a tech startup after roughly 60 days. Everything happens for a reason, right?  

I had the unique opportunity to spend time reflecting on my career and figure out what I really wanted to do next. And looking back, it all makes sense now.

In my previous role, the projects and tasks I enjoyed working on the most were centered around operations. 

After 2 short months, I was hired into a Marketing Operations role, and by day 3 (seriously), it became a Revenue Operations role as I started working with the sales, marketing, and customer success teams. 

Needless to say, Revenue Operations found me! 

A few highlights have been:
• Creating a Revenue Handbook to document and operationalize the global sales process 
• Building email automation and lead routing to help increase efficiency for the marketing team and decrease speed to lead time for the sales team
• Developing a First Touch/Last Touch Attribution model to reduce human error, improve reporting accuracy, and better illustrate pipeline contributions

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

monday.com

Monday.com is an all-in-one work management platform that helps teams streamline their workflow, collaborate seamlessly, and manage complex projects effectively.

151% Quota Attainment FY 2024

Account Executive

BD Best Practices

BD Best Practices provides actionable, real-world insights for B2B Sales reps in the form of online courses, an in-person seminar and a weekly newsletter.

Exceed targets & earn promotions!

Founder

AEs of London

AEs of London is a free inclusive online community of emerging AEs working in SaaS, based in London. Powered by Wiser.

Community Host

Reachdesk

Joined as the second hire working directly under the Co-Founders
Helped grow the company from 2 to 200+ employees, $0 to $18M ARR 
Earned 4 promotions in 4 years

Senior Enterprise Account Executive

Top Performing AE Globally FY 2022
Named in the UK's Top 100 Salespeople 2022 by Wiser

Senior Account Executive

Top Performing BDR Globally H2 2020
Opened 200+ opportunities totalling $4M in pipeline, $800K in Closed Won revenue

Senior Business Development Representative

Reachdesk's 2nd hire working directly under the Co-Founders

Business Development Representative

Botify

Brighton & Hove Albion FC

Match Day Steward

Servest UK

Finance Intern

Lloyds Banking Group

Work Experience 

AE at monday.com & Founder of BD Best Practices

• Travelled to New Zealand to complete a ski season after University.
• Fell into Sales making 200+ dials a day selling mobile phone contracts.
• Met Reachdesk Co-Founders and joined as only the second employee.
• Grew the company from 2 to 200+ employees, $0 to $18M ARR.
• Influenced ~$3M in CW Revenue during my team as a BDR & AE.
• Named in the UK's Top 100 Salespeople 2022 by Wiser.
• Joined monday.com & achieved 151% in 2024.
• Launched BD Best Practices to share all my learnings.

Learn everything I know about Sales 👉 BDBestPractices.com

Scott Finden

Tomorrow will be my last day at monday.com

After 2 years I've made the tough decision to leave !

Grateful beyond words for my time at this place & to have experienced everything I have here

Truly, what a company & team..

The moment I joined monday, I knew it was special.

The absolute levels that everyone operates at are something else.

All while preserving a culture that's fun, progressive, accepting, creative & damn cool.

I'll miss all these things (and the breakfasts)
But above all, I'll miss the people.

I'm leaving with nothing but admiration & respect for everyone I've worked with 

A massive thank you to you all - I've learned so much from every single person and will cherish all the memories, laughs & great times

A special thanks to Luke, Stela, Hemant, Dean, Ciara, Will, Alex, Nathan, Ron, Dana, James & many more I could keep tagging all day

It's been real - huge love to you all ❤️ 

Proud to be leaving having hit 7 quarters out of 7

149% attainment against my quota across this time 😮‍💨 


So with all this said, why leave?

Answer:
Something is calling me that I am unbelievably pumped about.

I can't wait to share what's next & will announce this next week!

Until then - over & out !! 

Scott from monday x

AE at monday.com // BD Best Practices // Sharing actionable real-world insights

Last team night out with monday ! 

Had the big news in my head…

So it’s been a strange few weeks

Knowing I’ll be breaking the news about leaving to the team

While keeping cards close to my chest . 


But this was a top night out !!

Had so much fun with the crew:

Bowling (world record may have been set)

Followed by dinner at Tiger Milk (v tasty)

And may have slipped the news to a couple of close buds at the end of the night 😅


Will miss these work nights out

And these bouji dinners on the company card!


Where do you reckon I’m going next btw ?

Let me know in the comments…

𝗜’𝘃𝗲 𝗰𝗹𝗼𝘀𝗲𝗱 $𝟯𝗠 𝗮𝘀 𝗮𝗻 𝗔𝗘.

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟱 𝗽𝗵𝗿𝗮𝘀𝗲𝘀 𝘁𝗵𝗮𝘁 𝗸𝗶𝗹𝗹𝗲𝗱 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺 - 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆.

I’ve said every one of these.
And yep, I watched deals die right after.

When I was starting out, I thought “closing hard” was what made you good.

But great sales isn’t about pressure.
It’s about precision.

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟱 𝗽𝗵𝗿𝗮𝘀𝗲𝘀 𝘁𝗼 𝗲𝗹𝗶𝗺𝗶𝗻𝗮𝘁𝗲 - 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘁𝗼 𝘀𝗮𝘆 𝗶𝗻𝘀𝘁𝗲𝗮𝗱:

𝟭. “𝗜 𝗻𝗲𝗲𝗱 𝘁𝗵𝗶𝘀 𝗱𝗲𝗮𝗹, 𝗰𝗮𝗻 𝘆𝗼𝘂 𝘀𝗶𝗴𝗻?”
 Why it’s bad: Centres your needs - not theirs. Comes off desperate.
 Say this instead:
 → “Good luck getting this wrapped up today - look forward to you achieving X”

𝟮. “𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗱𝗼 𝗮𝘀 𝗮 𝗻𝗲𝘅𝘁 𝘀𝘁𝗲𝗽?”
 Why it’s bad: You sound unsure. Not like a Trusted Advisor.
 Say this instead:
 → “What I'd typically do next would be X. Would you recommend anything else in addition?”

𝟯. “𝗖𝗮𝗻 𝘆𝗼𝘂 𝘁𝗲𝗹𝗹 𝗺𝗲 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗮𝗻𝘆?”
 Why it’s bad: Screams “I didn’t do my homework.”
 Say this instead:
 → “I saw you just [hired/launched/expanded], how is this impacting X?”

𝟰. “𝗧𝗵𝗮𝘁 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝘀𝘂𝗰𝗸𝘀.”
 Why it’s bad: Bashing others makes you look insecure - not credible.
 Say this instead:
 → “They’re a good company - here’s 3 reasons why companies choose us instead of them”

𝟱. “𝗟𝗲𝘁 𝗺𝗲 𝗸𝗻𝗼𝘄 𝗶𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱.”
 Why it’s bad: Weak & passive. No clear plan of action for anyone.
 Say this instead:
 → “Based off what you've seen today, can you see us solving X?"

𝗧𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁:
 • More control over deals
 • Great sense of integrity in deals
 • Faster movement through pipeline

𝗠𝘆 𝘁𝗮𝗸𝗲:
Being intentional with your words is critical
Once you're truly customer-centric at your core
It will come across in the words you choose


𝗣𝗦. What’s one line you’ve retired that you always used to use?

I’ve been prospecting on LinkedIn for 7 years

Here’s how to generate 30-50% reply rates

LinkedIn can be a completely distraction
(we all enjoy a sales meme from time to time)

But when used properly…

It can be your most powerful prospecting tool 

5 plays to drive the best results from LI 🤟 

𝟭. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗜𝗖𝗣
Your feed is your future pipeline

Proactively add 100+ ICP prospects per week
→ Build a network where your prospects live.

𝟮. 𝗨𝘀𝗲 𝗟𝗜 𝗜𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆
Don’t just doom scroll.

Activity seek:
→ Who’s hiring
→ Who just got promoted
→ Who changed roles

𝟯. 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗣𝗼𝘀𝘁
Posting is hugely underrated for prospecting
An elite way of staying top of mind without “following up”.

Just think about what you learned that week
Aim for an achievable target (1 post/week)

𝟰. 𝗚𝗲𝘁 𝗖𝘂𝗿𝗶𝗼𝘂𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗗𝗠𝘀
Start conversations and get people chatting
A simple mindset is to act like you’re on WhatsApp

“How are you finding things at the new gig?”
“Seen you guys blowing up recently, what's new?”

𝟱. 𝗦𝗲𝗻𝗱 𝗩𝗼𝗶𝗰𝗲𝗻𝗼𝘁𝗲𝘀
If you’re doing all of the above
Ping someone a thoughtful, unique voicenote:

Reply rates shoot up to 30–50%
People are curious to hear what you say! 

I use LGM For Sales & GTM to outreach through LinkedIn DM, voice notes and emails. 


I put together 11 full voice note scripts;

Comment “VOICE” below and I’ll DM them to you 🤟 
(make sure we're connected)


What should be number 6 on the list?


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I’ve prospected 11,000+ people the last 8 years

Here’s the #1 trigger I use above all else:

When it comes to Pipe Gen…

Timing is everything.

Certain moments are catalysts for change.

But the biggest one for me:
Job Changes.

When someone is new in the role…

→ They get given a budget
→ There’s a sense of new beginnings
→ They feel a need to prove their worth
→ They’re given licence to try out ideas

I used to manually keep a close eye on SalesNav.

Now I’ve created an automated workflow:
"VP Sales Job Change Workflow."

Goes something like this:

1. Tell Apollo "I would like to build an automated workflow."
2. Trigger: Detect whenever a contact's title changes
3. When this trigger fires, send an alert notification by email
4. Run enrichment on the contact's email & phone.
5. Add the contact to a list
6. Add the contact to a sequence .

I’ve saved the workflow with the exact title:

"VP of Sales Job Change Workflow."

Build workflows like these of your own:
https://lnkd.in/e6J6ZTxa

Crazyyyy what's possible with these tools

Brand partnership • AE at monday.com // BD Best Practices // Sharing actionable real-world insights

AEs in my team run killer demos 

(steal their checklist)


𝗧𝗵𝗲 𝗚𝗼𝗹𝗱 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱 𝗗𝗲𝗺𝗼 𝗖𝗵𝗲𝗰𝗸𝗹𝗶𝘀𝘁:

1. Did you kick off with a recap slide to recap their top goals and pain points?

2. Did you check with new stakeholders what they would add to the list of priorities? 

3. Did you understand how they do things at the moment before jumping into how it can be done in your platform?

4. Did you focus only the features that directly solve their core use case or pain?

5. Did you lead with the most relevant, value-packed feature and build momentum fast?

6. Did you give a clear “why” before each feature tied to their business pain & impact?

7. Did you dig into their internal team structure to set up smart multithreading plays?

8. Did you clearly explain 3 ways your product is different to competitors and why that matters?

9. After each feature, did you ask “what was going through your mind as I walked through that?” instead of “any questions?”

10. Did you lock in the next call live, with a clear reason why it’s valuable and who else should be there?


𝗪𝗵𝘆 𝗜 𝗦𝗵𝗮𝗿𝗲 𝗧𝗵𝗶𝘀:

If you hit these 10 consistently, you're running top-tier demos. 
Simple as that.


What else would you add to this list?


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No alternative text description for this image

Spoke with a VP Sales recently; she had huge problem

(I’m not making this up)

Her team's emails had 1% open rates.

It was the most disheartening metric I’d heard in a WHILE.

For every 100 emails written & sent…
99 not even making the inbox to get opened

Let alone replied!

I started prospecting in 2019.

Back then, deliverability wasn’t a big issue.

Yes, you could end in spam filters if you were stupid
e.g. sending 1000s of emails/day

But I’d consistently maintain 50%+ open rates.

(ice cold emails to net new prospects).

Nowadays?
Spam filters are absolutely brutal!

You’ve got to tread the line very carefully
Or you end up in spam filter jail.

No opens = no clicks = no replies = no meetings = no revenue.

Plus, it’s not just about volume anymore.

Even low-volume senders can get flagged without proper setup

So for this VP Sales, I recommended Maildoso

→ All your domains and mailboxes ready in 10 minutes.
→ They use specialized IPs to keep email reputation high.
→ And they consistently hit 98%+ inbox placement rates.

Game changer if you’re seeing weak opens:
https://lnkd.in/ebHBT9sc


How do you improve deliverability?


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So much time can be wasted in Sales.

5 things that save me 10+ hours/week 

1. Use follow-up emails as CRM admin.
→ Every follow-up = time to log your notes
→ Use the email to recap the convo
Include: stage, pain, next steps, date/time
Then copy these bullets straight into your CRM
Why it works: No “catch-up” Friday CRM chaos

2. Use email templates.
→ Build templates for every stage:
• Cold outreach
• Post-call recap
• No-show follow-up
• Common objections
Why it works: 60 sec emails = faster, more
consistent activity

3. Use AI to Automate
→ Build a custom GPT in your voice
• Reference existing high quality emails
• Upload meeting notes/transcript
• Frees up hours
Why it works = follow up time down 80%

4. Use a top data provider
→ Lusha have just opened their API
Meaning workflows can be connected to AI & your CRM
AKA instant data enrichment in your system
Why it works: Faster, cleaner data = more
effective selling

5. Keep a go-to doc of assets.
→ One doc, one click away Include links to:
• One-pagers
• Your best case studies
• Demo videos
Why it works: You stop hunting files mid-convo

Try Lusha for Free:
https://lnkd.in/eTZMSERE
 #Lushapartner 


Just 5 things that work for me!

What’s your biggest time saver?


Drop it in the comments 👇

Lusha Carousel

75% of your content never gets clicked.

Here’s the fix that actually engages buyers.

I used to avoid Digital Sales Rooms.
Felt like more admin than they were worth.

But the more time goes on…

The more I realise this is the future of Sales.

4 ways they now elevate me 🤟 


𝟭. 𝗕𝘂𝘆𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲

This is the single most important factor in deals
Buyers shouldn’t have to dig through old threads

Building a custom micro-site for them
Creates a serious feeling of effort & personalisation.

𝟮. 𝗢𝗻𝗲 𝗣𝗹𝗮𝗰𝗲 𝗳𝗼𝗿 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴

Internally buyers are asking each other:

"Can you resend that deck?"
"Where’s the case study link?"

This is weakening your selling !
With DSRs everything lives in one space. 

𝟯. 𝗝𝘂𝗶𝗰𝘆 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀

We've all been there: fingers crossed hoping for an outcome.
Now? Analytics highlight exactly if it’s the case or not.

→ Spot who's engaging.
→ Strategise accordingly
→ Engage with purpose.

𝟰. 𝗔𝗜 𝗕𝘂𝗶𝗹𝗱𝘀 𝘁𝗵𝗲𝗺 𝗳𝗼𝗿 𝘆𝗼𝘂

6 months ago, I tried another DSR - it was very tedious
I didn't have 2 hours to build it out

Last month? I signed up with Aligned.

AI proactively built me a first draft during onboarding!
In this moment I knew DSRs were finally plug-and-play.


If you’re trying to:

- multithread more strategically
- gather more insights on buyers
- or just tired of email thread chaos…

You can check out Aligned here: 
https://lnkd.in/e9RwBAf3


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#Alignedpartner

I’ve run an estimated 2,000+ discoveries

This major realisation struck me recently:

Us humans have a bias towards complexity

If something is more elaborate we think it sounds smart.
We assume it means it’s more intelligent or effective.
We’re impressed by it.

But the reality with Discoveries…

Sometimes the most simple questions produce the best insights

My 4 favourite Qs under 5 words:

𝟭. 𝗧𝗲𝗹𝗹 𝗺𝗲 𝗺𝗼𝗿𝗲
→ Just repeat a key pain they’ve mentioned
→ And curiously state ‘tell more more…’
→ I love this one, bc it’s not even technically a question

Why it works: Encourages elaboration on important topics without interrogating.

𝟮. 𝗪𝗵𝘆 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗷𝗼𝗶𝗻 𝘁𝗵𝗲 𝗰𝗮𝗹𝗹?
→ I love to start discoveries with a contextualised opener
→ Succinctly summarising my pre-context & research
→ Then asking: ‘With this all said, why was now a good time to carve out 30 mins to speak with me?’

Why it works: Removes time being spent on situation and gets straight to pain & impact.

𝟯. 𝗪𝗼𝘄, 𝘁𝗵𝗮𝘁 𝘀𝗼𝘂𝗻𝗱𝘀 𝗹𝗶𝗸𝗲 𝗮 𝗹𝗼𝘁
→ Empathy is an extremely powerful tool in Sales
→ Connecting with prospect’s genuine frustrations
→ Sometimes, people’s pains sound awful! 
→ ‘Wow, that really sounds like a lot for you to be dealing with…’
(again, not technically a question)

Why it works: Genuine connection & further elaboration into impact.

𝟰. 𝗪𝗵𝘆 𝗰𝗵𝗮𝗻𝗴𝗲?
→ Sometimes there doesn’t seem a whole lot wrong with things
     e.g. existing vendor working fine, no business-level problems
→ I like to bluntly stop prospects in their tracks
→ ‘It doesn’t seem like much is wrong here. Why even change?’

Why it works: Prospects justify to me why they should buy.


Discovery is the most interesting & deep topics in Sales.

There’s a million different questions you can ask
But sometimes…

The simplest ones are the most effective.


What’s your best disco question under 5 words?


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Average sell to their prospects

Top sales get their prospects to sell to them 


There’s a big difference here.

I learned this trick from the VP at monday when I joined

And it works WONDERS.

Here’s how:


𝗜 𝘂𝘀𝗲𝗱 𝘁𝗼 𝘁𝗿𝘆 𝗮𝗻𝗱 𝗾𝘂𝗮𝗹𝗶𝗳𝘆 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝗶𝗻:

'What happens if we miss X deadline?'
'What’s the cost of not solving X problem each month?'

But I'd often find myself manufacturing a timeline

Instead of the urgency coming from a genuine prospect need


𝗡𝗼𝘄 𝗜 𝗱𝗼 𝘁𝗵𝗲 𝗼𝗽𝗽𝗼𝘀𝗶𝘁𝗲:

I’ll ask something like…

‘Why solve for this now?
'Your company has made it this far without X solution…'
'Why launch in September? Why not after Christmas?’'

This encourages prospects to justify to ME why we need to move

As opposed to me imposing things the other way around


Then, if you’re unable to get a strong justification

You can qualify out or deprioritise the opp in the short term

This approach also implies that you don’t need their business

Gives off an energy of calm confidence 

Demonstrating integrity...
and ensuring your selling is prospect-led


How do you drive urgency?


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You don’t “build your dream life”

You define it on your own terms

There is no universal version.
No “correct” template.
No single path everyone should follow.

Some people want:

→ A fancy job title
→ 3 kids, a garden & school runs
→ Others want solo travel & zero roots
→ Others just want enough to work 4 hours a day and read

None of them are wrong.
They’re just different.

What building your life actually looks like: 
(when done honestly)

1. Choosing your metrics
↳ Not just money or titles, but: energy, time, relationships, health

2. Dropping borrowed dreams
↳ Letting go of what your parents, peers or LinkedIn think you “should” want

3. Accepting trade-offs
↳ Every path costs something. You pick the price you’re willing to pay

4. Designing your days
↳ Not just the big goals… but how Monday at 10am actually feels

5. Being okay with “unusual”
↳ Your version might not make sense to others. It only has to make sense to you

6. Iterating in seasons
↳ What you want at 25 isn’t what you’ll want at 35. Adjust without guilt

7. Playing your own game
↳ Less comparison. More alignment. Winning by your rules

This isn’t anti-career or anti-ambition.

As long as you’re honest about what you actually want,
and willing to live the trade-offs,
there is no wrong answer.

Curious: if you stripped away everyone else’s opinions,
what would your dream life actually look like?

You can master objection handling

You can learn the perfect discovery

But if you’re sitting at the wrong table…

You’re wasting your time !


In poker, if you're getting rinsed hand after hand
Smart players know to fold and walk away.

At the same time…

If you’re cleaning up every hand
At a $2 buy-in table full of rookies
You’re not really winning.


Same thing in business:

You could be the leading Fax Machine repairer in 2025

Playing in that space simply has no upside 😅 


This principle makes or breaks you in Sales.

You can build perfect talk tracks.
Multithread every deal.
Master every negotiation.

But if you're not at a top company in your space

Or your company isn’t winning the market?

1. You’re not surrounding yourself with the best.
2. Your OTE and (more importantly) growth is capped.

That's the great thing about companies like monday.com, Gong & Deel

You're swimming with the current...

While being surrounded by the best !


The most important decision isn’t how you win each deal;

It’s which table table you sit at.


Biggest career pivot you've made?


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Welcome to Match of the Day !

Last game with the monday team…


Every other Monday afternoon we swan off early

For an hour of footie near the office.

Been a great way to connect as a team

And mix with colleagues from different departments 

(instead of just hanging out with Sales all day)


Cheeky little match highlights

There was 1 goal in it in the end !!

Watch to see who nicked the result…

I heard an AI SDR call this week

Honestly, it was better than 75% of humans:


These are actually being used live by our company now

I listened to the recording...

It ran a qualification call that I’d be proud of 😅 

Here are 4 things it did I was blown away by:


𝟭. 𝗦𝗽𝗼𝗸𝗲 𝘄𝗶𝘁𝗵 𝗲𝗺𝗽𝗮𝘁𝗵𝘆

It wasn’t robotic.
The tone felt natural.

It sounded curious, not scripted.

𝟮. 𝗔𝘀𝗸𝗲𝗱 𝗳𝗼𝗿 𝗰𝗼𝗻𝘁𝗲𝘅𝘁

It didn’t just follow a script.
It requested clarity when responses were vague.

Like a genuinely curious rep would.

𝟯. 𝗗𝘂𝗴 𝗯𝗲𝗻𝗲𝗮𝘁𝗵 𝘁𝗵𝗲 𝘀𝘂𝗿𝗳𝗮𝗰𝗲

Most reps gloss over this.

This one paused
Repeated the prospect’s words
Then asked about impact of their pains.

𝟰. 𝗤𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 & 𝗯𝗼𝗼𝗸𝗲𝗱 𝗻𝗲𝘅𝘁 𝘀𝘁𝗲𝗽𝘀

It didn’t chase.
It built interest & used this to lock in a next step.

It earned the meeting by tying need to urgency.


No word of a lie !!

We’re still early days with this. But at this rate?

AI will be running early-stage deals by 2027


One of the leaders I’ve seen so far are Salesforge 🔥

They offer unlimited LinkedIn outreach
and an AI SDR called Frank who does this & more

You can try them (him?) out for free here:
https://lnkd.in/eV5GaCps


Curious - what’s your take on AI SDRs?

Are we ready to trust them with our leads?


Let me know in the comments 👇

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The Battle

Heather Robinette, MBA

Scott Finden

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The Battle

Heather Robinette, MBA

Scott Finden

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