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January 29, 2024

(3:47 Video) “Collaboration in Sales: The Key to Success”

In this 3:47 video, Helen Fanucci discusses how salespeople often struggle to be team players, despite excelling individually. She delves into the significance of collaboration with both customers and internal teams, emphasizing the need for trust and effective communication. She also highlights the role of executives and managers in fostering collaboration and the potential costs of not prioritizing teamwork. 

Helen Fanucci, a sales veteran with over 25 years of experience in the high-tech industry and author of “Love Your Team: A Survival Guide for Sales Managers in a Hybrid World,” talks about the importance of collaboration in sales. She explores the challenges of building effective collaboration within sales teams.

She emphasizes the need for teamwork in selling and highlights the critical role of trust in B2B sales. Additionally, she shares insights on how sales leaders can foster collaboration and communication across the organization to instill confidence in buyers.

Key Takeaways:

  1. Collaboration is essential in sales, as it allows salespeople to leverage the expertise and resources of their internal teams to better serve their customers.
  2. Building trust with customers is crucial, as they are making strategic decisions that can impact their careers. Salespeople must demonstrate that they have the support of their company and can deliver on their promises.
  3. Effective communication and collaboration across the buying team are necessary in large organizations, where multiple stakeholders are involved in decision-making.

Summary Video Article:

Title: Collaboration in Sales: The Key to Success

Byline: By sales leadership and coaching experts Colleen Stanley and Steven Rosen with their guest speaker Helen Fanucci, an author, seasoned sales leader, and a sales veteran with over 25 years of experience in the high-tech industry


Sales is often seen as an individual pursuit, with salespeople striving to hit their quotas and achieve personal success. However, true success in sales requires collaboration with customers and internal teams. This article will explore the importance of collaboration in sales and how it can lead to better outcomes for all parties involved.

The Power of Collaboration

Collaboration is often overlooked in sales, with salespeople focusing solely on their performance. However, sales is a team sport, and success is more likely to be achieved when salespeople work together with their internal teams.

Helen Fanucci, a sales expert, emphasizes the importance of collaboration in sales. She underscores the importance of team collaboration, highlighting its necessity for the overall success of the company.

She states, “Selling is a team sport. Your sellers may have separate territories, but they’ve got to work with others across the company.” 

Helen supports extending collaboration beyond the sales team, emphasizing its importance in engaging with other departments dedicated to growth, development, finance, and customer success. This collaboration can take various forms, such as working with sales engineers, product managers, or customer success teams.

One area where collaboration is particularly crucial is in the handoff between sales and customer success. When a customer decides to purchase a product or service, they are not only the salesperson but also the company behind them. This trust is essential, as making a bad strategic decision can significantly impact the buyer’s career.

To build this trust, salespeople must effectively communicate the customer’s priorities to the customer success team. However, this handoff is often messy and ineffective, leading to misunderstandings and a breakdown in collaboration. Sales leaders must ensure that clear communication channels are established and everyone is aligned on customer needs.

Mobilizing the Organization

Collaboration becomes even more critical in large organizations where multiple stakeholders are involved in the buying process. Helen sheds light on the intricacies of B2B selling, pointing out the multifaceted nature of the business.

She states, “You’d have like 9 stakeholders between compliance, privacy, CIO, security, what have you, the business side of things.” 

This mobilization requires active involvement from various departments, with a particular emphasis on engaging decision-makers. To effectively navigate this complexity, salespeople must mobilize the resources within their organization.

Sales leaders play a crucial role in mobilizing the organization and fostering collaboration. They must set clear expectations for their sales teams and ensure that everyone understands the importance of collaboration. Helen suggests that sales leaders should put sellers who refuse to collaborate on a performance improvement plan, even if they are meeting their quotas. This may seem drastic, but the opportunity cost of having a seller who hinders collaboration can be significant.

Furthermore, sales leaders must also mobilize executives within the company to instill confidence in the buyer. The CEO, in particular, plays a vital role in demonstrating that the company stands behind its sellers and will support them in delivering on their promises. This level of support and collaboration can make a significant difference in building trust with customers.

The Cost of Collaboration

While collaboration is essential for success in sales, it has challenges. Helen shares a situation where a star seller was a nightmare to work with, causing other sellers to request to be removed from working with them. This highlights the cost of collaboration when it is not effectively managed.

Sales leaders must balance encouraging collaboration and addressing any issues that arise. Collaboration should not come at the expense of team dynamics or the overall success of the sales organization. Promptly addressing any conflicts or challenges is crucial to ensuring that everyone works together towards a common goal.


Collaboration is the key to success in sales. By working with internal teams and building customer trust, salespeople can achieve better outcomes for all parties involved. Sales leaders play a crucial role in fostering collaboration and setting clear team expectations.

In today’s complex business environment, collaboration is more important than ever. Large organizations require effective communication and stakeholder collaboration to make strategic buying decisions. Sales leaders must mobilize their organizations and ensure everyone is aligned with the customer’s needs.

By prioritizing collaboration and fostering a culture of teamwork, sales organizations can achieve greater success and deliver exceptional value to their customers. So, let’s embrace collaboration and unlock the full potential of sales.

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