In a recent webinar with Structsales, we dove into how optimizing sales processes and using automation to drive scalable growth. The conversation between Oliver Lopez, CEO of Structsales, and our own Emilia Janis, Head of Partnerships, was hosted by Robin Berglund, Head of Operations at Structsales. Together, we unpacked key trends, shared actionable tips, and highlighted why staying human in sales is more important than ever—even in a tech-driven world.
The evolving world of Sales
As 2024 wraps up, the sales landscape is changing fast. Oliver highlighted three big trends driving this shift:
- Economic Pressure: Buyers are more cautious, demanding clear ROI before committing. This has led to more pilot projects and phased rollouts.
- B2B Expectations Becoming B2C-Like: Buyers now want seamless, transparent, and personalized experiences, just like they’re used to in the B2C world.
- AI and Automation: While these tools can save time and streamline workflows, they need to be used wisely to avoid feeling cold or impersonal.
“B2B hasn’t fully turned into B2C yet, but it’s getting there,” Oliver shared. Today’s buyers want more than just a good deal—they’re looking for trust, transparency, and genuine connections to guide their decisions.
Maximizing efficiency through Partnerships
Emilia emphasized the importance of partnerships in creating seamless workflows. By integrating tools like HubSpot and Oneflow, sales teams can achieve a cohesive system that eliminates inefficiencies.
“Sometimes, processes and tools don’t cover every need,” she said. “Partnering with experts who excel in specific areas helps you see the whole flow and optimize it for everyone involved in sales.”
This collaborative approach allows businesses to provide higher-quality experiences for customers, especially within larger ecosystems such as HubSpot.
AI and automation: Boosting productivity while keeping it personal
AI and automation are game-changers for sales teams, helping them work smarter by automating tasks like:
- Data Entry & Meeting Notes: AI takes over repetitive tasks, giving teams more time to focus on relationships.
- Automated Lead Nurturing: Tools can handle follow-up emails and keep prospects engaged.
But there’s a fine line. Overusing automation for generic mass emails or LinkedIn messages can push customers away. “Use AI internally—like for prepping meetings or spotting trends—but always keep your customer interactions personal,” Oliver advised. Transparency is key. If something’s automated, be upfront about it to maintain trust.
Read also: Speed up your sales process 2025
Why human connection still matters
Even with all the tech in the world, trust and relationships remain the heart of sales.
“People buy from those they like and trust,” Oliver explained. A product may have the best specs, but buyers often choose the solution they feel confident in. By blending AI’s efficiency with genuine human empathy, sales teams can deliver results without sacrificing connection.
Keep it simple to scale
Scaling a business doesn’t mean piling on more tools—it’s about doing more with less. The secret? Simplification.
- Stick to fewer tools that offer real impact.
- Invest in proper onboarding and training to ensure adoption.
- Measure success with clear metrics, like time-to-close and productivity gains.
“Adoption matters more than the tools themselves,” Oliver stressed. Poorly implemented tools waste resources and cause frustration. Change management is crucial to make technology investments worthwhile.
Resilience in 2025 and beyond
As businesses prepare for the future, agility and resilience will be key. Emilia and Oliver shared their tips for staying ahead:
- Automate smartly: Free up time for creativity and problem-solving.
- Build scalable workflows and ecosystems: Create systems that grow with you without overburdening teams.
- Take care of your people: Engaged employees deliver better customer experiences.
Read also: Overcoming the top challenges in B2B contract signing
The ecosystem advantage
Embracing partnerships and ecosystems is one of the best ways to innovate and reach new markets. Emilia pointed out that collaborating with tech providers allows businesses to co-create integrations that add value for customers.
Tools like HubSpot and Oneflow provide open APIs, helping businesses tailor solutions for specific industries and stay flexible as needs evolve.
Key tips for 2025 success
To thrive in an ever-changing sales world, keep these strategies in mind:
- Choose tools carefully: Go for solutions that simplify workflows and prioritize quality over quantity.
- Prove value: Buyers need clear ROI, so provide pilot programs and transparent metrics.
- Build trust: Stay authentic, transparent, and human in every interaction.
- Leverage partnerships: Fill process gaps and improve customer experience by working with experts.
- Simplify and focus: Avoid tech overload. Implement fewer, well-integrated tools with measurable outcomes.
Optimizing sales processes: Looking ahead
Navigating 2025 will require businesses to balance innovation with empathy. Focusing on customer needs, a good partner ecosystem, operational agility, and employee well-being will set you apart in the market.
By blending smart technology with authentic connections, businesses can not only weather challenges but thrive in an evolving landscape.