[paulstovell]

First is the right people - don't hire "Frank" from Paul Kenny's talk.

Second is to join sales calls or watch the recordings (Chorus.ai is great for this). Put yourself in the buyer's shoes and coach based on those recordings - I always listen from the point of view of "If I was the customer, do I think they really care about my problem, and is it credible that they will help me solve it?". Right now I watch 1-2 recordings a week and then chat with the team about what they think went well and where we might improve, and we are figuring it out together. That continuous process is what reinforces the culture. When the CEO is focussed on helping customers, and revenue as a secondary concern, it becomes the culture.

Third is probably for the sales team not to be an island. So get the engineering and product leaders to join the calls or watch the recordings too, so that the tiny features or friction points make their way onto the roadmap eventually.