Managing Digital Sales Teams with Sports Team Dynamics

I consider myself fortunate to be able to engage with numerous influential figures from some of the world's leading technology companies, encompassing the likes of Apple, Amazon, Salesforce, Google, Spotify, Oracle, and Microsoft, among others. At the outset, one might assume that these tech giants operate in a homogenous manner, driven by similar business practices and leadership philosophies. However, after further examination, it becomes apparent that these organizations embody distinct operational dynamics and nuanced interpretations of their guiding principles, revealing a rich diversity in their approach to leadership and business strategy.

I have been in Digital Sales for almost a decade, and I can see that leading a successful digital sales team may involve more than the traditional management playbook. Borrowing principles from many big tech's culture and leadership principles, we can treat a digital sales team more like a 'professional sports team.' Let's dive into these principles with real-world examples illustrating their successful application.

High Performance: Envision your digital sales team as a group of top-tier athletes. Each one relentlessly aims for excellence, pushing their limits. Consider Salesforce, known for its performance-driven culture. They challenge their sales reps to constantly surpass their targets, igniting a sense of healthy competition and boosting overall team performance.

Honesty and Regular Feedback: Coaches continuously provide feedback to their sports teams. Take a page from Google's playbook, where they practice 'Radical Candor' – direct, constructive feedback – ensuring that all employees understand their performance, the expectations set for them, and areas where they can improve.

Responsibility over Processes: Victory on the field comes down to the players, not the playbook. Spotify reflects this in its unique 'agile' company culture, where employees are trusted to make key decisions and take responsibility for their outcomes, rather than being bogged down by cumbersome processes.

The Keeper Test: Sports teams often need to make tough decisions about retaining or letting go of players. Similarly, Reed Hastings, Netflix's CEO, encourages managers to apply the 'Keeper Test' – would you fight to keep an employee who was considering leaving? If not, their contribution might need to be evaluated.

Growth Mindset: Fostering a culture of curiosity and learning is crucial. At Microsoft, under Satya Nadella's leadership, they have embraced the 'growth mindset' principle, encouraging employees to learn from failures, innovate, and constantly seek ways to improve, contributing significantly to their resurgence in the tech world.

Customer Obsessed: Truly understanding your customers is critical. Amazon's 'Customer Obsession' principle is a classic example, where they continually strive to understand their customers deeply and anticipate their needs, often developing solutions for problems customers didn't even know they had!

One Company, One Team: Just like a sports team works together to win a game, collaboration within a sales team is essential. At Apple, the concept of 'One Apple' underscores their emphasis on team collaboration, where cross-departmental teams work together to produce their innovative products.

Making a Difference: Business success shouldn't only be measured in financial terms. Patagonia, an outdoor clothing company, has set the standard for making a positive impact. Their commitment to environmental sustainability and fair trade is as much a part of their success story as their bottom line.

By embracing these principles, your digital sales team can be transformed into a high-performing, cohesive 'professional sports team.' High performance, open feedback, responsibility, the 'Keeper Test,' a growth mindset, customer focus, team unity, and positive impact are not just abstract concepts. They're actionable principles that lead to sustained success.

Remember, the most successful teams are not just filled with top players, but those who can work together seamlessly.