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In this episode, Tom Burton and Carson Heady explore how artificial intelligence is transforming sales in real, practical ways. While AI offers powerful tools to plan smarter, personalize outreach, and even recover stalled deals, the human element remains central to success.

With insights drawn from their experience working with sales teams at Microsoft, Tom and Carson break down each phase of the sales cycle planning, prospecting, forecasting, and customer engagement and show how AI can augment, not replace, authentic relationship-building.

If you want to stay relevant and effective as the sales landscape evolves, this episode is your playbook.

• What we discussed:

1. Smarter Sales Planning with AI

AI can analyze your pipeline, uncover gaps, and spotlight high-potential accounts.

It helps you plan your year or quarter with data-backed insights rather than guesswork, identifying where to invest your efforts for the biggest returns.

2. Personalized Prospecting and Outreach

By scanning LinkedIn profiles, company info, and recent news, AI crafts tailored messages and subject lines designed to increase open and response rates.

But Tom stresses: AI drafts the message you add the personal tone and relevance that build trust.

3. Data-Driven Forecasting

Forget adding arbitrary percentage increases to last year’s sales. AI can process historical data and industry benchmarks to help build forecasts that are both ambitious and achievable.

This brings more credibility and accuracy to your sales planning.

4. Handling Ghosting and Tough Conversations

When prospects go quiet or hesitate, AI can help draft empathetic, clear follow-ups that acknowledge their concerns and reduce the perceived risk of moving forward.

These messages open doors to honest conversations and keep deals moving.

5. Balancing Automation with Authenticity

Ultimately, the episode highlights a vital truth: AI boosts efficiency, but it can’t replace empathy, insight, or the human connection.

Your unique voice and understanding of your customer’s needs remain the biggest competitive advantage.

AI is no longer a futuristic concept, it’s here and changing how we sell. But success isn’t about replacing the human touch; it’s about combining AI’s power with your authentic relationship-building skills.

Tom and Carson’s advice offers a roadmap for sales pros who want to stay effective, relevant, and indispensable in an AI-driven world.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

Subscribe to our Newsletter: Mastering Modern Selling Newsletter

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In this powerful episode of Mastering Modern Selling, Tom Burton and Brandon Lee are joined by Alice Heiman, a strategic sales advisor to CEOs and host of Sales Talk for CEOs.

Together, they explore a critical yet often overlooked truth: CEOs must be active participants in driving sales strategy, visibility, and culture within their companies.

Far from being a back-office role, the CEO today is the face, voice, and momentum behind successful sales organizations especially in founder-led and early-growth companies.

Alice shares rich insights and real-world examples on how CEOs either drive growth or unknowingly prevent it.

• The CEO as a Sales Driver, Not Just a Visionary

CEOs must be involved in sales not just setting targets, but also shaping the narrative, supporting the team, and building credibility in the marketplace.

• Visibility is Vital

CEOs who are absent from public view are losing deals before they even start. Being accessible and sharing insights humanizes the brand and draws in top talent and prospects.

• Stop Selling Like a Founder

Many CEOs fail because they expect salespeople to sell like them. Alice explains why founder-led sales needs to evolve and how to create scalable processes that work for your team.

• Outdated Playbooks Are Hurting Sales

The 2009 “Predictable Revenue” model doesn't hold up in a modern, buyer-first world. Alice encourages a fresh, audience-centric approach built on relationships and relevance.

• A New Go-To-Market Mindset

CEOs need to focus on sustainable growth. That means investing in demand generation, customer journey mapping, and a real GTM strategy not just adding more salespeople.

Modern selling isn’t just the job of the sales team, it’s a company-wide responsibility that starts at the top.

If you’re a CEO still hiding behind spreadsheets and silence, this episode will challenge you to show up, speak out, and open the doors only you can open.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

Subscribe to our Newsletter: Mastering Modern Selling Newsletter

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In episode 137 of Mastering Modern Selling, David Rosenberg, President of Woosh Marketing Consultants, joins Brandon and Tom to break down what too many companies miss: success isn't just about your product, it's about how your audience perceives it.

This episode unpacks how small teams and solopreneurs can harness the power of perception, positioning, and emotional intelligence to attract the right clients and convert more leads without scaling up budgets.

5 Hard-Hitting Takeaways from David Rosenberg:

• Sales and Marketing Aren’t the Same, But They Must Align

David breaks down the symbiotic relationship between sales and marketing, emphasizing how messaging tailored by marketing must be informed by sales insights to truly connect with the right audience.

• Positioning and Messaging Matter More Than Ever

In a world saturated by AI-generated content and noise, what truly stands out is clear, targeted messaging.

Without it, companies struggle not due to bad salespeople, but a lack of meaningful conversations.

• The Shift on LinkedIn: Who's Watching?

David shares compelling stats: over 77% of LinkedIn users are now under 35, with hundreds of thousands calling themselves branding experts.

But many real buyers are "lurkers" watching quietly and engaging only when trust is built.

• Perceptual Mapping: The Secret Weapon

This process, developed by David’s firm, reveals not only how companies are perceived externally, but also uncovers internal misalignment.

It's a powerful tool for aligning brand voice, visual strategy, and audience targeting.

• Affordable Research for Small Teams

Even solopreneurs can tap into meaningful insights with the right 12-person interviews.

David explains how to conduct low-cost but high-impact market perception studies using internal and external perceptual maps.

This isn’t just another branding conversation, it’s a wake-up call. Tune in and learn how to shift perception so you’re not just seen, you’re chosen.

Don't miss out—your next big idea could be just one episode away!

This Show is sponsored by Fist Bump
Your prospecting partner to authentically fill your pipeline with ideal customers.

Check out our Live Show Events here: Mastering Modern Selling Live Show

Subscribe to our Newsletter: Mastering Modern Selling Newsletter