What Sales Transformation Really Takes: Why Tech Alone Isn’t Enough
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In the May 29 episode of Sales Frequency, Jesús Llamazares and Will Squire sat down with senior tech sales leader Bobby Bajaj to explore why so many sales technology implementations fail. Despite 94% of sales reps having access to AI, only 6% are actively using it. The problem is not with the tech itself. It is with how organisations approach it.
The conversation revealed that tech adoption is not a question of features or platforms. It is about mindset, culture, and leadership.
When Sales Tech Falls Flat: It’s Not the Tool, It’s the Trust
Jesús opened the episode with a powerful reminder from history. In 1876, Western Union rejected the telephone, calling it a “toy.” Over a century later, many organisations still hesitate when new tech enters the picture. Not because it lacks value, but because the teams responsible for adoption are not ready.
Bobby Bajaj pointed to a common issue in large enterprise sales. Sales teams often rely too heavily on the weight of the brand. Just because the logo on the software is familiar does not mean adoption will follow. “You still have to focus on the customer outcomes,” Bobby said. In other words, value must be visible and tangible to those who use the tech daily.
Will shared a startling insight from the SalesLoft Sales Skills Gap report. While nearly every salesperson now has access to AI tools, only a fraction are using them. This is not about access. It is about relevance and clarity. Tech is only adopted when people can see how it helps them succeed.
Culture, Not Capability, Blocks Adoption
When adoption fails, the reason is rarely technical. Boston Consulting Group has found that cultural resistance is the top reason why digital transformations falter. Bobby echoed this, describing how fear, uncertainty, and outdated habits are often the real blockers.
In one case, his team was working with a global bank where over 300 managing directors needed to be brought on board before a new tool could be rolled out. It was not the easiest path. But it proved the point: successful adoption depends on inclusion, not just execution.
Will then asked how sales professionals can stay up to date when platforms like Salesforce evolve almost weekly. Bobby’s response was practical. “Encourage reps to use the tools to help themselves,” he said. “Don’t just feed data up the chain. Let them draw their own insights.”
This shift from compliance to curiosity is key. Salespeople are not just users. They are stakeholders in the success of any tool. When they see the personal benefit, they are far more likely to engage.
From Closer to Catalyst: Redefining the Sales Role
Jesús asked a question that got to the heart of the issue. Should salespeople be playing a bigger role in the post-sale experience?
Bobby’s answer was clear. Yes, they should. Especially in startups, where sales and delivery are closely linked, sellers are often the first point of assurance that the solution will work. But even in larger companies, this mindset shift is essential.
“We need to talk about people, strategy, process and technology together,” Jesús said. Tech is only one lever. Without alignment across all four, adoption will stall.
This is where Consalia’s values-based mindsets come into play. Mindsets like authenticity, client-centricity, proactive creativity, and tactful audacity are not just helpful. They are essential. Bobby pointed out that when salespeople champion the change, they help clients feel confident in the journey ahead.
Looking Ahead: AI Agents and the Future of SaaS
Toward the end of the episode, the team addressed a bigger trend. Microsoft CEO Satya Nadella recently said that the software-as-a-service model is broken. He predicted that AI agents will soon take over many of the tasks handled by traditional SaaS platforms.
Bobby saw this as a natural evolution. “AI orchestration will help unify fragmented systems,” he said. However, he cautioned that trust, data quality, and governance will determine how quickly this future arrives.
Jesús and Will agreed. While AI may handle the heavy lifting, it is still up to humans to ask the right questions and make the right judgments. Salespeople will need to be more strategic than ever. The goal is not to replace human insight. It is to enhance it.
As Will put it, “Authenticity and client centricity are the foundation. But proactive creativity and tactful audacity are what make adoption thrive.”
A Final Reflection: Selling the Tool is Not Enough
This episode offered a timely reminder. Technology does not transform organisations. People do.
Bobby’s message was consistent throughout. For tech adoption to succeed, the mindset must shift from tool rollout to behavioural transformation. Salespeople need to be trusted advisors, not just solution sellers. Leaders need to cast a vision that resonates. Teams need to see themselves in the journey.
At Consalia, we believe salespeople are change agents. We teach that sales transformation is not optional. It is the strategy.
So the next time your organisation prepares to roll out a new platform, ask not just how it works but how it will work for your people.
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