How to Leverage Sales Thought Leadership in 2024 [Examples + Expected Trends] 

By Intelligent Relations Team

January 24, 2024

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Making a sale is not always the top priority. 

Yes, that sounds counterintuitive to the essence of selling. But consider, if you will, the power of helping a customer solve a problem sans the impetus of taking their money.  

Imagine cultivating a long-term customer connection. Think of the benefits that come with a bond built on trust and authenticity. That’s what sales thought leadership does. 

And becoming a thought leader in the fast-paced world of sales is crucial for the success of brands that focus on helping others generate sales. 

Sales thought leaders offer specialized knowledge and build relationships within their niche. 

They go beyond traditional sales tactics. Leveraging thought leadership reshapes sales dynamics and paves the way for innovative approaches. 

This article explores the concept of sales thought leadership. 

We’ll explain how to establish it and how it differs from content marketing. We’ll also check out some examples and expected trends in 2024.

Here’s what we’ll cover:

• What is Sales Thought Leadership?
• Who are Sales Thought Leaders? 
• How Do You Establish Sales Thought Leadership?
• What are the Expected Sales Trends in 2024?

What is Sales Thought Leadership? 

Sales thought leadership goes beyond the traditional sales pitch. It involves positioning oneself or a brand as a sales industry authority by consistently providing:

• Valuable Insights: Sales thought leadership offers a detailed analysis of emerging industry trends, backed by data and real-world examples. 

Share strategic approaches, best practices, and innovative solutions to help the audience stay ahead of the curve and make informed decisions in their sales endeavors.

• Innovative Ideas: Sales thought leadership proposes novel sales strategies or techniques that challenge conventional approaches. 

Suggest creative ways to leverage technology, introduce unique prospecting methods, or recommend out-of-the-box solutions to common sales challenges.

• Expert Opinions: Sales thought leadership entails sharing well-informed perspectives on industry developments, market trends, or specific challenges. 

Offer a seasoned viewpoint on the impact of emerging technologies on sales processes. It will position you as a credible source of valuable guidance within your niche.

Do you have a sales SaaS product? You might want to consider SaaS thought leadership. Learn more here: SaaS Thought Leadership Strategy Guide [+ 5 Examples and 2024 Trends]

What’s the Difference Between Sales Thought Leadership and Content Marketing?

While sales thought leadership and content marketing share some similarities, they serve distinct purposes. Content marketing aims to attract and engage a broad audience by creating and distributing valuable content. 

In contrast, sales thought leadership is a more specialized approach. It targets a specific audience and establishes authority within a niche. 

• Content marketing often focuses on creating awareness and generating leads through various content formats like blog posts, infographics, and videos. 

• Sales thought leadership emphasizes in-depth industry knowledge, strategic thinking, and a personalized approach to building relationships with potential clients.

Key Takeaways

• Sales thought leadership goes beyond creating general brand awareness and driving sales. It focuses on establishing the individual or brand as a trusted authority within the sales industry or specific industry niche.  

• The thought leader is not just a salesperson — they become a trusted advisor, guiding their audience through the complexities of the industry.

Pro Tip: Leveraging the power of personalized guidance through sales thought leadership strengthens connections with a targeted audience and elevates credibility beyond the scope of broader content marketing efforts.

Need help getting started? Learn more about the power of thought leadership marketing here: Unlocking the Power of Thought Leadership Marketing (Benefits + Best Practices)

Who are Sales Thought Leaders?  

Sales thought leaders typically possess a combination of skills, traits, and qualities that set them apart in the field. Here are seven key characteristics of sales thought leaders: 

1. Industry Expertise

• Sales thought leaders possess deep knowledge and understanding of the sales industry and the niche in which they operate. 

• For example, a sales thought leader in the tech industry has an in-depth understanding of emerging technologies and their impact on businesses. 

• Their insights into the latest sales and technology trends make them a go-to expert for industry professionals. 

2. Effective Communication

• Sales thought leaders communicate effectively through their sales thought leadership. 

• They convey ideas clearly and persuasively. A sales thought leader in the marketing industry can articulate complex strategies in a way that’s easy to understand. 

• Their communication style should also inspire and motivate their teams.

3. Innovative Thinking

• Sales thought leaders have a mindset that embraces creativity and innovation in sales strategies.

• For example, a retail sales thought leader introduces innovative sales approaches tailored to reimagine the retail space. 

• Their out-of-the-box thinking leads to the development of successful, unconventional sales campaigns. 

4. Adaptability

• Sales thought leaders adapt to changing market dynamics and customer needs. 

• A sales thought leader in the fast-paced e-commerce sector knows how to pivot sales strategies in response to market shifts.

• They can also ensure that their teams stay ahead of the competition. 

5. Customer-Centric Approach

• Sales thought leaders prioritize customer needs and build strong relationships. 

• In the hospitality industry, a sales thought leader might focus on how their company can understand and address client needs in real time. 

• This focus on customer relations as an integral part of the sales process results in long-term, mutually beneficial partnerships.

6. Continuous Learning

• Sales thought leaders are committed to ongoing learning and staying updated on industry trends. 

• A sales thought leader in the finance sector will regularly attend workshops and conferences on finance as well as sales. 

• They stay informed about the latest sales and financial strategies and tools. 

7. Leadership Skills

• Sales thought leaders inspire and lead teams toward achieving sales goals. 

• A sales thought leader is charismatic no matter the industry. 

• Their leadership skills empower teams to consistently exceed sales targets while maintaining a positive work culture. 

These characteristics collectively contribute to making sales thought leaders influential figures in their respective industries, driving positive change and success in the field.

5 Notable Sales Thought Leaders

Those in the sales industry will recognize several individuals as sales thought leaders due to their contributions, expertise, and influence in the field. Here are five notable examples of people who do sales thought leadership well:

1. Jill Konrath

Jill Konrath is a sales strategist and author who has significantly impacted the sales industry. 

She focuses on modern selling techniques and has authored best-selling books like Selling to Big Companies, Agile Selling, and SNAP Selling.

Konrath offers practical insights for sales professionals, emphasizing the importance of adapting to evolving buyer behaviors and leveraging technology in sales processes. 

Her sales thought leadership has been instrumental in shaping strategies for successful sales in today’s dynamic business landscape. 

Through speaking engagements, consulting, and free sales resources, Jill Konrath continues to empower sales teams and guide them toward greater success in the competitive world of sales.

2. Anthony Iannarino

Anthony Iannarino is a dynamic force in the sales arena and has revolutionized the industry through his sales thought leadership and pragmatic approach. He’s the author of several books, including Eat Their Lunch and The Only Sales Guide You’ll Ever Need. 

Iannarino champions a holistic sales methodology. His emphasis on empathy, value creation, and strategic thinking has reshaped traditional sales paradigms. 

As a prolific blogger and speaker, he shares invaluable insights on modern selling techniques and adapting to evolving buyer behaviors. 

Through contributions that extend beyond tactics, Anthony Iannarino focuses on building genuine relationships and understanding clients’ needs. These efforts have made him a driving force for positive change in the sales profession.

3. Trish Bertuzzi 

Trish Bertuzzi is a transformative figure in sales known for her pioneering contributions. She’s the author of The Sales Development Playbook and co-founder of The Bridge Group. Her sales thought leadership has significantly impacted sales strategies. 

Bertuzzi focuses on optimizing sales development processes, highlighting the critical role of specialization and data-driven decision-making. Her groundbreaking work extends to advocating for the integration of sales and marketing teams, creating alignment for improved outcomes. 

A sought-after speaker and consultant, Trish Bertuzzi’s influence resonates in reshaping how organizations approach sales development. Her efforts emphasize efficiency, collaboration, and results-driven approaches in the industry.

4. Jim Keenan

Jim Keenan has left an enduring impact on the world of sales through his transformative contributions. As the author of Gap Selling, Keenan has redefined sales methodologies by emphasizing the importance of identifying and addressing clients’ pain points. 

His innovative approach prioritizes value creation over traditional pitch-focused techniques. As the CEO of A Sales Guy Inc., Keenan provides strategic consulting, guiding organizations toward enhanced sales performance. 

A fervent advocate for mindset shifts and embracing change, Jim Keenan’s influence permeates the industry. His sales thought leadership inspires sales professionals to adopt a customer-centric mindset and drive meaningful, value-driven interactions for lasting success.

5. Jill Rowley 

Jill Rowley is the chief growth advisor at Adobe Marketo Engage and has revamped modern selling with her visionary contributions. 

She coined the term “Social Selling,” and as a social selling evangelist, she advocates for leveraging social media and digital platforms to build authentic relationships. 

As a strategic advisor and keynote speaker, Rowley spotlights the intersection of technology and human connection in sales. Her impact extends to promoting buyer-centric approaches and  urging sales professionals to prioritize education and empathy over traditional pitches. 

A champion of digital transformation with 23 years in software as a service (SaaS), Jill Rowley continues to shape the sales industry by empowering teams to adapt to the evolving landscape. Her sales thought leadership helps sales disciples generate genuine, value-driven connections with prospects and clients.

Pro Tip: These individuals have made significant contributions to the sales profession through their sales thought leadership efforts. Following these examples provides valuable insights and inspiration for anyone looking to excel in the field of sales or sales thought leadership.

Sales thought leadership a bit too niche for what you had in mind? Read more here: B2B Thought Leadership Strategy Guide (+ Trends, Tips, and Examples)

How Do You Establish Sales Thought Leadership?

Establishing sales thought leadership involves positioning yourself or your company as an authority in the sales industry. Here’s a step-by-step guide: 

1. Identify Your Niche

Determine the specific area within sales where you want to establish sales thought leadership. It could be sales techniques, leadership strategies, or industry-specific expertise. 

• If your niche is consultative selling, create content and engage in discussions specifically focused on mastering consultative selling techniques. 

2. Create High-Quality Content: Explanation

Develop content that demonstrates your expertise and provides value to your audience. This could include blog posts, articles, whitepapers, or videos. 

• For example, write a comprehensive guide on the art of closing complex sales deals and share it on your website and social media channels.

3. Use Social Media

Leverage social media platforms to share your content, engage with your audience, and participate in relevant conversations. Be consistent in your posting. 

• Share short tips on effective sales strategies on platforms like LinkedIn, and actively participate in industry-related groups. 

4. Build a Personal Brand 

To establish sales thought leadership as an individual, you must establish a strong personal brand that reflects your expertise. This includes a professional profile, a consistent voice, and a recognizable, online visual identity. 

• Develop a professional and informative LinkedIn profile with a headline that clearly states your expertise in sales leadership. 

5. Network with Industry Leaders 

Connect with influential figures in the sales industry. Attend industry events, engage in online forums, and build relationships with other thought leaders.

• Attend a sales conference and actively participate in panel discussions or networking sessions to connect with other leaders in your field.

6. Offer Webinars and Workshops

Host webinars or workshops to share your knowledge with a broader audience. This positions you as an authority and provides opportunities for interaction. 

• For example, conduct a live webinar on mastering sales negotiations and encourage participants to ask questions and share their experiences. 

7. Collect and Showcase Testimonials

Gather testimonials from clients, colleagues, or industry experts who can vouch for your expertise. Display these testimonials on your website.

• Feature a section on your website with quotes from satisfied clients who attribute their success to your sales guidance. 

8. Stay Updated on Industry Trends

Continuously educate yourself on the latest trends and advancements in the sales industry. Stay ahead of the curve to maintain your sales thought leadership status.

• Regularly read industry publications, attend webinars, and share your insights on emerging trends through your content.

9. Engage in Public Speaking 

Look for opportunities to speak at conferences, workshops, or industry events. Public speaking enhances your visibility and credibility. 

• For example, secure a speaking slot at a sales summit and deliver a compelling presentation on innovative sales strategies for the modern market.

10. Measure and Adjust 

Monitor the impact of your sales thought leadership efforts. Track key metrics like engagement, follower growth, and the reception of your content. Adjust your strategy based on the data.

• Use analytics tools to assess the performance of your content and social media activities. If certain topics resonate more, focus on creating similar content. 

Pro Tip: By following these steps, you can establish yourself as a sales thought leader, gaining credibility and recognition among your peers and target audience.

For more info on thought leadership strategy, check out our article: Thought Leadership Strategy: 14 Steps to Balancing Authority and Authenticity (+ Examples)

What are the Expected Sales Thought Leadership Trends in 2024?

Maintaining a sales thought leadership status requires continuous learning and staying up-to-date on the latest trends. 

From emerging technologies to evolving buyer behaviors, let’s discover the key factors set to influence and reshape sales thought leadership in the year ahead.

Personalization and Customization

As the sales landscape becomes more competitive, thought leaders will focus on personalized and customized approaches to address the unique needs of their audience. This may involve tailoring content, solutions, and engagement strategies to specific industries or even individual clients. 

Interactive Content and Experiences

Sales thought leaders will increasingly leverage interactive content formats to engage their audience. Formats such as quizzes, assessments, and virtual experiences are all popular choices. These formats not only provide valuable insights but also enhance the overall user experience, making the thought leader more memorable and impactful. 

Video Dominance

Video content trends will continue to dominate the sales thought leadership landscape. Whether through webinars, vlogs, or live streaming, sales thought leaders will utilize video to convey their messages in a more dynamic and engaging manner, fostering stronger connections with their audience.

Emphasis on Ethical Selling

In an era where transparency and authenticity are highly valued, sales thought leadership topics will place a strong emphasis on ethical selling. This involves aligning business practices with ethical standards, fostering trust with the audience, and addressing social and environmental concerns in the sales process. 

Integration of Artificial Intelligence (AI) and Automation

Sales thought leaders will increasingly explore the integration of AI and automation in sales processes. This may include using AI-powered analytics to generate personalized insights, automating routine tasks to enhance efficiency, and leveraging chatbots for more interactive and responsive communication.

Pro Tip: As we look to the future, the ability to anticipate and adapt to emerging trends both in sales and the sales thought leadership space will be the linchpin for all thought leaders.

Interested in how AI will impact all areas of marketing? Learn more about 2024 AI marketing trends here: 8 AI Marketing Trends for 2024 and Beyond (+ Tips & Ideas)

Put Some Wind in Your Sales! 

Sales thought leadership is a dynamic and evolving strategy that transcends traditional sales approaches. By positioning oneself or brand as an industry authority, sales professionals can build trust, credibility, and lasting relationships with their audience. 

Reflecting on the strategies discussed, it becomes evident that the path to sales thought leadership involves an interplay of content creation, networking, and staying at the frontier of technological advancements.

The journey to sales thought leadership is an ongoing expedition — one that rewards those who master the art of selling as well as the art of leadership in a dynamic and changing market.

 Don’t have time to waste on building your own sales thought leadership strategy? Let us help! Simply book a free consultation with one of our PR experts and we will help you get started.