In this episode of Two Tall Guys Talking Sales, hosts Kevin Lawson and Sean O’Shaughnessey build on last week’s discussion of qualification methodologies and take the conversation further—into how these frameworks should live inside your CRM. From aligning sales processes with the buyer’s journey to enforcing accountability at each stage, this conversation offers practical strategies that every sales leader and salesperson can implement. Expect a deep dive into sales management, revenue generation, sales processes, and how value selling thrives when marketing and sales teams work in sync.
Key Topics Discussed
- Why your CRM is the right home for qualification methodologies (00:48)
- Best practices for embedding qualification questions into sales processes (02:01)
- How sales leaders enforce discipline and consistency across teams (03:18)
- Eliminating Excel spreadsheets and consolidating data for effective revenue management (05:12)
- Aligning marketing collateral with sales strategies to support qualification and value selling (06:00)
- Real-world stories of late-stage deal failures caused by missing buyer-side approvals (10:21)
Key Quotes
- Kevin Lawson (05:12): “Oh, please, oh, please evacuate Excel spreadsheets from your solution guide… For the purposes of this discussion, we want to strenuously avoid having third-party apps disconnected from your system.”
- Sean O’Shaughnessey (10:40): “There is nothing worse than missing your quarterly number because you didn’t know how they were going to buy… Knowing the paperwork process is the difference between celebrating the win and missing your commission check.”
- Kevin Lawson (14:10): “Having a qualification methodology mapped into your CRM, aligned with a buyer’s journey and supported by marketing resources, gives you a fully wrapped system that prevents that dreaded CEO call asking, ‘What’s the status of that deal?’”
Additional Resources
- HubSpot Blog: A Guide to Sales Qualification Frameworks https://blog.hubspot.com/sales/6-popular-sales-methodologies-summarized
- Join the B2B Sales Lab for 90 days free and access practical community discussions on sales strategies, revenue management, and messaging. https://b2b-sales-lab.com
- CRM platforms mentioned: HubSpot (https://www.hubspot.com/), Pipedrive (https://www.pipedrive.com/), Salesforce (https://www.salesforce.com/), Membrain (https://www.membrain.com/)
A Significant Actionable Item from this Podcast
Embed your qualification methodology directly into your CRM, tied to each stage of your sales process.
Don’t let critical deal information reside inside spreadsheets or Word docs; configure your CRM so progression requires those qualification questions to be answered. This not only improves sales accuracy but also enhances revenue management, ensures consistency across your team, and creates alignment with marketing resources to drive value selling.
Summary
This episode of Two Tall Guys Talking Sales is a must-listen for anyone serious about building sustainable sales success. Sean and Kevin reveal how sales strategies such as qualification methodologies come to life when fully integrated into CRM-driven sales processes. You’ll learn why sales management must prioritize data consistency, how business acumen prevents late-stage deal disasters, and how aligning messaging between sales and marketing fuels stronger revenue generation. If you want practical insights on improving your sales processes and elevating your organization’s performance, download this episode today and start putting these best practices to work.
