Arrow Executive Sales: Empowering the next generation of B2B sales professionals

How statistics and metrics can guide your business. By Jason Howes and Paul Fuller

At Arrow Executive Sales, we’re proud to work alongside our partner Membrain, a leader in sales enablement technology, to bring the best tools to B2B sales teams across Australia, New Zealand and beyond. Operating in over 80 countries, Membrain has been recognised as a three-time Top Sales CRM winner, a Top Sales Tool for five years straight, and named Top Sales Enablement Technology for three consecutive years. Their platform is also a G2 Crowd High Performer in CRM, Sales Performance Management, Sales Coaching, and Sales Enablement. Together, we are committed to providing sales teams with the tools they need to move faster, work smarter, and drive sustainable growth.

Through our joint partnership, we’ve seen firsthand how the B2B sales landscape is shifting. The era of relying on outdated practices is over—those who don’t adapt will be left behind. By empowering teams with modern technology and structured processes, we’re helping businesses stay ahead of the curve.

CHANGE BRINGS OPPORTUNITY

The challenges sales teams face today— rising costs, lack of new business, and resistance to technology—are hurdles waiting to be cleared by forward-thinking leaders. The future belongs to those who embrace smarter strategies, better technology, and a culture of adaptability.

This is why we love working with growth- minded CEOs and leaders ready to take bold steps. The path to long-term success isn’t always easy, but with the right people and focus, the results can be transformative.

THE BIG CHALLENGES FACING SALES TEAMS

Four key issues are holding businesses back:

1. Hiring Based on Experience, Not Potential

Many companies hire salespeople based solely on years of experience. While experience is valuable, it doesn’t guarantee the skills needed to grow accounts or bring in new business. Worse still, when businesses take a chance on fresh talent outside the industry, they often fail to provide proper onboarding. Without support, these promising hires flounder.

2. Leaders Stretched Too Thin

Sales leaders are being pulled in all directions—expected to hit targets, manage teams, coach individuals, and oversee strategy. Compounding the challenge, many have never been trained or coached on how to effectively manage these competing demands. This often results in burnout and reactive decision-making, which stifles growth and limits their ability to lead strategically.

3. Technology That Doesn’t Deliver

Too often, companies rely on clunky CRMs or basic ERP add-ons to save money and simplify processes. Instead, these tools create extra work for sales teams without delivering actionable insights. Salespeople often avoid using them, leaving leaders without critical data.

4. No Clear Sales or Buying Process

Far too often, businesses lack a structured sales process. Critical know-how remains trapped in the heads of senior team members, leaving new hires to fend for themselves. This not only leads to missed opportunities and inconsistent results, but also hinders onboarding and ramp-up time for new team members. Capturing and documenting this knowledge is essential to create a repeatable process that supports new hires and ensures consistent performance across the team.

FOSTERING A GROWTH MINDSET AND HIGH- PERFORMANCE CULTURE

Sales teams can overcome these hurdles and thrive with the right mindset shift—from seeing sales as a cost to treating it as an investment. Hire for Adaptability and Potential

The future of sales is about hiring people eager to learn and thrive in a fast-changing environment. Instead of prioritising experience, look for adaptability, curiosity, and drive. These traits can’t be taught, but will take your team further than any impressive résumé.

Empower Leaders to Lead

Great sales leaders are coaches, strategists and motivators. Free them from admin overload by investing in tools that automate mundane tasks, simplify reporting, and deliver real-time insights. By reducing time spent on repetitive work, leaders can focus on guiding their teams, crafting strategies, and driving success.

Invest in Technology That Works for You

Technology shouldn’t be a burden—it should be a game-changer. The best tools go beyond collecting data. They provide actionable insights, guide salespeople through structured processes, and embed training into the daily workflow. For instance, platforms like Membrain.com are revolutionising sales operations by simplifying the complex and enabling scalable success.

Create a Scalable Sales Process

A structured, repeatable sales process is vital for growth. It creates a framework that allows both rookies and veterans to work more effectively and efficiently, delivering consistent results.

WHY INVESTING IN YOUR TEAM PAYS OFF

Sales teams are often overlooked when it comes to budgets. While operations, IT and finance marketing receive significant investment, sales are left to make do with minimal resources and outdated tools. This is a costly oversight—sales drive the front end of your business.

When companies invest in their salespeople—through training, coaching, and modern technology—the impact is transformative. Turnover decreases, customer retention improves, and revenue grows.

Proactively supporting your sales team isn’t just about boosting morale; it’s a strategic move that directly benefits your bottom line. Define and replicate what works, build a culture of learning and success, and equip your team with the tools they need to excel.

THE FUTURE OF SALES

The traditional approach to sales—relying on a few “star performers” and hoping for the best— is outdated. The future belongs to teams that blend relationship-building with structured processes and innovative technology.

Instead of cutting headcount and costs, why not invest in growing sales? When companies prioritise their sales teams with the right tools, training and support, the results are remarkable. Sales teams move faster, work more effectively, and deliver outstanding results. They transform into the backbone of the business, driving growth and creating long-term value.

So, ask yourself: are you ready to lead your team into the future of sales?

For a deeper dive into these strategies, watch our recent webinar, where we unpack these ideas in detail and share real-world examples of what’s driving success globally. Discover actionable insights and innovative approaches to empower your team. The future is already here—ensure your sales team is prepared to lead the way.

Jason Howes of Arrow Executive sales teams up with Paul Fuller, Chief Revenue Officer at Membrain to collaborate in a webinar to bring additional insight on tools for B2B Sales teams using the Membrain award winning CRM tools.