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Sales = Relationships
Let me start with what hasn’t changed - our work has always been about people. At the end of the day, our job is to build long-term relationships with our customers and partners. That hasn’t changed. What has changed is how we do it.
Before the pandemic, we had those little moments, grabbing a coffee, chatting before a meeting. Now, most conversations are virtual, and people tend to jump straight into the agenda. It’s efficient, but it leaves out the human part.
That’s why I make a conscious effort to bring the human element into every email, every call, and every message. It might take a little more time, but it’s worth it. People want to feel that you see them as more than just a business opportunity.
Of course, relationships aren’t the only thing evolving. The way we prepare, communicate, and scale has changed too.
Let’s talk AI
AI has been a game changer for me. It helps me prepare for meetings, understand a company’s background, and even summarize past conversations. I used to do all of that manually. Now, I get to be more effective without losing the human side.
I know there are people out there who say, “I don’t use AI,” almost like a badge of honor. And that’s fine, but for me, AI is just another tool. We use it in so many places already. Why not in sales?
The important thing is not to lose the personal touch. We can automate processes and still make our communication feel human.
So, how do I stay efficient and still keep things personal? Here are the tools I rely on every day.
My Go-To tools
Customer Relationship Management
HubSpot – Tracks deals, partner activities, and every key interaction. Having full visibility helps me find the gaps, prioritize follow-ups, and avoid losing momentum in long sales cycles.
Sales Intelligence & Prospecting
LinkedIn Sales Navigator – I use it daily to map buying committees, identify decision-makers like CISOs or IT Directors, and understand how my partners or prospects are connected. It’s essential for personalized outreach.
Apollo.io – Great for enriching contact data and building targeted lists, especially when I’m helping partners with outbound campaigns to MSPs, MSSPs, and resellers. Saves tons of time.
Outreach & ABM
Slack – Ideally used to set up dedicated channels with internal teams and even key partners. It keeps conversations flowing, especially when we’re coordinating account strategies, onboarding, or joint opportunities.
Outreach – Helps structure multi-touch sequences (email, calls, LinkedIn) and track engagement.
Forecasting & Deal Inspection
Clari – This is my favorite go-to for pipeline forecasting. It gives a real sense of deal health, helps with weekly reviews, and aligns the direct and channel efforts in one place.
Proposals, MDF & Contracting
DocuSign – I use it for NDAs, contracts, and other types of approvals. It speeds up closing and ensures all the paperwork is trackable and secure, no chasing PDFs.
Productivity & Automation
Trello – Used to manage partner onboarding, co-marketing plans, and event timelines. Super visual and helps me keep track of who’s doing what.
Meetings with HubSpot :) – I link it everywhere: emails, LinkedIn messages, and partner updates so prospects and partners can instantly book time with me. No back-and-forth.
Tools are only part of the story; context matters, too. Working across regions has taught me how important cultural nuance is.
Regional nuances
Having worked in both Latin America and EMEA, I’ve seen how engagement differs by region. In EMEA, for example, I’ve seen a trend towards a return to the office. In-person meetings are back, and I think that’s essential when entering a new market or building new partnerships.
There’s a level of connection you get face-to-face that you just can’t replicate online.
These experiences have shaped how I think about sales as a career and what advice I’d give to someone just starting out.
Advice for sales professionals
Cybersecurity is constantly evolving, and there’s room for everyone regardless of age, background, or culture. We have more access to information than ever before. You can take free courses, join webinars, and dive into a career in sales or tech, even if you’re coming from another industry.
Here’s what I think matters most:
- Stay curious
- Build your network
- Learn how to personalize at scale
- Be open to new tools
The next generation of sales professionals will help shape the future. It’s exciting to see.
And no matter what tools or tactics you use, one thing remains at the heart of it all: trust.
It’s about creating an ecosystem where partners feel empowered and customers feel heard. When you build strong relationships and align with your customers' goals, you’re not just selling to hit a quota. You’re solving real problems and building something meaningful.
That’s what I love about what I do.
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