11. How to lead and sell in a changing world
Johanna Sjölin, Marketing Director at Avidly, shares how to lead and sell in a changing world by embracing authenticity, adapting to cultural shifts, and balancing AI with human connection in B2B marketing.
How to lead and sell in a changing world: Lessons from Johanna Sjölin at Avidly
“Most people can create magic together, as long as they have the right leader creating the right environment.” – Johanna Sjölin
Leadership today isn’t about rigid structures or following a set playbook. It’s about adaptability, authenticity, and empowering people to succeed. Johanna Sjölin, marketing director at Avidly Agency, has built her career by breaking traditional rules and embracing uncertainty.
Her experience in marketing has also shaped her leadership approach, showing that the best sales strategies aren’t about pushing a product but about building trust. Whether you’re leading a team or growing in sales, Johanna’s lessons offer a fresh perspective on what really drives success.
1. Leadership is about trust, not control
Many leaders start by trying to fit a corporate mold, but Johanna quickly realized that wasn’t the answer. “When I first started in leadership, I tried to play the part of this serious corporate leader. But it felt like I was wearing someone else’s uncomfortable shoes.”
Her breakthrough came when she let go of that image and embraced a more open, human approach. She believes great leadership isn’t about micromanaging but about giving people the space to experiment and fail. “We almost celebrate failures because that’s where the biggest learnings happen.”
Trust, she explains, isn’t just essential for leadership. It’s also what makes great salespeople stand out. Customers don’t buy from brands; they buy from people they trust. Sales professionals who focus on relationships rather than hard-selling are far more effective. Research from Indeed confirms that trust-building is one of the key skills that set top salespeople apart.
2. Authenticity sells better than flashy slides
Sales and marketing have changed. Customers no longer respond to polished pitches; they want real conversations. Johanna learned this when she landed a major client by ditching the script. “We tossed the script away and spoke honestly about our challenges and vision. The client flat-out said, ‘This honesty was refreshing as hell.’”
But she warns that authenticity alone isn’t enough. “Authenticity without expertise is just winging it.” To earn trust, you need to know your product inside and out. The best salespeople combine deep product knowledge with a genuine, human approach.
This is backed by insights from Forbes, which highlight that buyers today value expertise and transparency over flashy sales tactics.
3. Relationships matter more than funnels
Johanna believes the traditional sales funnel is dead. Customers no longer follow a predictable path from awareness to purchase. Instead, she describes today’s reality as “relationship orbits marketing,” where people engage at different stages in unpredictable ways.
Rather than pushing people through a rigid process, she focuses on building meaningful connections. “Our job isn’t to push people down a funnel. It’s about creating meaningful touchpoints wherever they are.”
This lesson applies directly to sales. Great salespeople don’t just close deals—they build relationships that lead to long-term success. The best sales strategies today prioritize personalized interactions over generic pitches.
4. Lead by creating the right environment
Johanna’s leadership philosophy is simple: people do their best work when they feel trusted, supported, and encouraged to grow. “Most people can create magic together—as long as they have the right leader creating the right environment.”
She emphasizes that a leader’s job isn’t to have all the answers but to create a space where others can experiment and succeed. “It’s okay to fail. That’s how we learn.” This mindset is just as valuable in sales. Rejection is part of the job, but those who learn from it and keep adapting are the ones who thrive.
Conclusions
Johanna Sjölin’s insights show that leadership and sales success come down to the same principles: trust, authenticity, and relationships. Whether you’re leading a team or selling a product, focusing on people, will always set you apart.As Johanna puts it, “I don’t even know what I’m doing this weekend. I’m just surfing the waves. Anything can happen, and I’m open to it.”
