Mastering Sales Leadership with Eric Erston

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Jun 26, 2025

Eric Erston, the CRO of RegScale with a wealth of experience from companies like Rapid7 and Dynatrace, shares insightful strategies for cultivating top-performing sales teams. He discusses the significance of clear goals and effective time management, emphasizing the importance of understanding customer personas. Eric highlights the power of vulnerability in leadership, advocating for a culture of openness and continuous learning. He also addresses the challenges of remote work in sales and the necessity of adapting strategies to meet evolving market demands.

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INSIGHT

Focus Defines Sales Success

Top-performing sales teams are laser-focused on what drives success and where to spend time wisely.
Understanding the ideal customer and detailed persona profiles is critical to sales effectiveness.

ADVICE

Research Your Buyer Deeply

Use available digital tools to deeply research each buyer beyond their role and company profile.
Understand their motivations, background, and persona to tailor conversations for impact.

ADVICE

Earn Personal Discussions

Earn the right to have personal conversations through demonstrating knowledge and respect.
Avoid leading with curiosity about personal motivations without first building trust and credibility.

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In this episode of the Revenue Builders Podcast, hosts John McMahon and John Kaplan are joined by Eric Erston, CRO of RegScale. They explore the characteristics of top sales teams and delve into the importance of focus, understanding the ideal customer and persona profiles, and the balance of technology and human connection in sales. The conversation also highlights the critical role of leadership in fostering vulnerability, accountability, and continuous learning within sales teams. Eric shares valuable lessons from his extensive career, emphasizing the importance of hiring the right people, empowering teams, and adapting sales strategies to evolving market demands. The episode is rich with practical tips and heartfelt anecdotes, making it a must-listen for sales leaders and professionals aiming to elevate their game.

ADDITIONAL RESOURCES

Learn more about Eric Erston:
https://www.linkedin.com/in/ericerston/

Read Force Management’s Guide to Embedding AI In Your B2B Sales Organization: https://hubs.li/Q03ldrzD0

Download the CRO Strategy Checklist: https://hubs.li/Q03f8LmX0

Enjoying the podcast? Sign up to receive new episodes straight to your inbox: https://hubs.li/Q02R10xN0

HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:02:07] Qualities of Top Performing Sales Teams
[00:05:37] Understanding the Ideal Customer Profile
[00:07:53] The Importance of Persona Profiles
[00:18:43] Creating a Culture of Vulnerability
[00:34:17] Leadership Authenticity and Empowerment
[00:35:18] Balancing Vision and Execution
[00:37:14] Setting Standards of Performance
[00:41:14] Accountability and Rewarding Overachievers
[00:41:48] The Importance of Simplicity in Leadership
[00:44:40] The Role of Coaching and Feedback
[00:51:05] Adapting Sales Strategies
[00:56:44] The Impact of Video Calls on Sales
[01:00:43] Opportunities at RegScale

HIGHLIGHT QUOTES

"You have to earn the right to get to that personal discussion."

"Enablement without accountability is a failure to lead."

"Get the right people, everything is so much easier."

"Lots of sales teams aren't focused."

"In order to know how to qualify out, we've gotta know what success is."

"The most elite people devour the information provided by the company and then invest their intellect and curiosity into getting to know the individual human component."

"How you sell can be just as important as what you sell."

"In the old days, one of the best pieces of advice I ever got was if it’s in print, expect that they expect you’ve read it."

"If you're not making enough calls, you're not going to succeed."

"Find a culture where it's comfortable being vulnerable."