Good sales leader / bad sales leader

Sales leadership can make or break a team's success. 

The difference between a good and bad sales leader isn't just about hitting quotas; it's about how they manage, inspire, and strategically steer their team toward long-term growth. 

Here's a look at the characteristics that define a good sales leader versus a bad one, and how the best sales leaders leverage external data and ecosystem insights to stay ahead of the curve.

Adapt your message and prioritize mentalizing

Great sales leaders know that every buyer is different. They tailor their approach by tuning into the emotional and behavioral cues of each prospect — a skill called mentalizing. This means actively listening, taking the buyer’s perspective, and predicting their needs.

By teaching their teams to apply these techniques, good leaders help sellers build deeper connections and anticipate objections before they arise. 

In fact, 64% of B2B sales pros say building relationships is the best part of their job.

Bad leaders, on the other hand, stick to a generic sales script, missing opportunities by ignoring the buyer's unique needs.

Leverage data and Ecosytem-Led Growth to guide decisions

Great sales leaders don’t just rely on instincts — they’re data-driven. They use ecosystem data and ELG insights to identify high-impact opportunities, focusing their team on partnerships and deals that drive the most revenue.

They also embrace flexibility, adjusting strategies in real time based on buyer needs. Encouraging agility and adaptability helps their teams continuously refine their approach.

Bad leaders, however, stick to outdated methods and ignore data, missing out on key opportunities to pivot and improve based on real-time buyer feedback.

Embrace AI partnerships to drive productivity

Top sales leaders treat AI as a partner, not just a tool. They use AI to streamline tasks like messaging, data gathering, and call summaries, allowing their teams to focus on high-impact activities.

Great leaders master AI use, knowing when and how to deploy it to solve problems and enhance workflows. They teach their teams to collaborate with AI, blending human intuition with tech efficiency.

In contrast, bad leaders fail to utilize AI effectively, leaving their teams bogged down by manual tasks that could easily be automated, missing out on valuable insights and efficiency.

Prioritize relationships while driving revenue

Good sales leaders know relationships are vital, but they ensure those connections drive results. They link customer and partner relationships to company goals, focusing on how they boost revenue and satisfaction.

Maintaining relationships is key, especially since existing customers generate most revenue and provide top-quality referrals. These relationships build loyalty and open doors to new opportunities.

While 64% of B2B sales pros say relationship-building is the most important part of selling, great leaders ensure these connections deliver real value to both parties.

Bad leaders build relationships but fail to turn them into measurable results, avoiding accountability and missing growth opportunities.

What are good sales leaders made of?

As a sales leader, it's time to rethink how you guide your team. 

Success isn’t just about hitting numbers — it’s about shaping a team that listens, adapts, and leverages both human and technological insights to drive sustainable growth. 

Are you personalizing your approach to each buyer, or are you stuck in outdated scripts? 

Are you using data and AI to their fullest potential, or are you missing out on critical insights and efficiency?

The best leaders continuously evolve. They empower their teams to adapt, think critically, and build real, results-driven relationships. If you're not embracing these strategies, you're leaving value on the table. 

Now is the time to challenge the status quo, push for greater agility, and lead your team into a future of smarter, more strategic selling. 

ELG is here to help you with that, learn how companies like Typeform, Braze, Chili Piper, Gong, and Fivetran leveraged ELG plays to accelerate deals and drive more revenue. 

So, are you a good sales leader or a bad one?  

[This article is inspired by Rasheité (Radcliff) Calhoun’s “Good Partner Manager / Bad Partner Manager” article, the research made by HubSpot on their 2024 Sales Trends Report, and Gartner’s Top Sales Skills Ebook]

P.S. Good sales leaders share their experience and insights to help other GTM teams grow. 

If you're a good sales leader, we invite you to contribute to the Future of Revenue research. As a thank you, you'll get early access to the report before its official release this fall. 

Share your experience here.