the death of Salesperson

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Buyers no longer need salespeople to educate them—they’ve already done the research. With AI automating 22% of sales tasks, the role of B2B sales is fracturing into two extremes: hyper-specialized closers and product-embedded advisors.

The middle—cold outreach, lead qualification, and basic demos—is being swallowed by algorithms. For revenue teams, survival now hinges on mastering the human elements technology can’t replicate: strategic problem-solving and emotional intelligence.

Deep Dive: How Technology is Rewiring B2B Sales

1. The Automation Triage

Early-stage sales roles are collapsing. Tools like AI-powered chatbots and predictive lead scoring now handle 80% of prospecting workflows, while CRMs auto-generate tailored email sequences based on buyer intent data.

• Case in point: Martal Group saw a 762% growth spike by using AI to analyze psychographic data and prioritize high-intent leads.

• By the numbers: Buyers now spend just 5-6% of their purchase journey interacting with sales reps. As Mikko Huovinen, Chief Sales Officer at 180ops, puts it: "If sellers can’t deliver value in that tiny window, they’re irrelevant."

The fallout? Entry-level SDR roles are vanishing. LinkedIn job postings for “Sales Development Representative” have dropped 34% YoY as companies like Lily AI shift to AI-driven lead routing, achieving a 9.5x increase in late-stage pipeline. We see this talent drain as an opportunity for marketing companies as the role of SDR is now being taken through marketing with AI enablement.

2. The Hybrid Sales Model Emerges

Agents aren’t replacing humans—they’re augmenting them. McKinsey reports that 68% of sales teams using AI have added headcount, focusing on two new archetypes:

This mirrors what I am seeing from Rising Tides clients, across b2b verticals. Sales teams are compressing, hyperfocusing on close and client relations.

As we expanded our team now has (2) sales roles, both titled as Customer Success Advisors. One (our closer) is highly focused on empathy and alignment while our (product advisors) work to create a co-founder like relationship with client C-suite.

3. The New Sales Skill Stack

Surviving sales pros are doubling down on consultative skills:

• Interpreting AI insights: Sales reps must translate data into actionable advice, owning both conversation and system.

• Cross-functional collaboration: Product managers now co-own sales cycles, requiring reps to speak engineering and finance fluently.

• Ethical automation: As Reddit users note, buyers increasingly send AI “proxies” to early meetings—forcing reps to balance bot-friendly data with human intuition.

Becca Eddleman of Skaled sums it up:

Curated Links & Signals

1. "Will AI Replace 60% of B2B Sales Jobs by 2030?"
   Key takeaway: 82% of buyers still want human negotiation—but only after AI narrows the field.

2. McKinsey’s Tech-Driven Sales Playbook
   Why it matters: Dynamic pricing engines now adjust deals in real-time based on churn risk and competitor moves.

3. 6sense’s Hybrid Sales Case Studies
   Stat to steal: Teams using AI + human closers see 41% faster deal cycles.

Final Thought

The sales role isn’t dying—it’s evolved and more humane. Top performers are either data-driven deal surgeons or product-fluent operators, while mid-tier reps get automated out.

For founders, the playbook is clear: double down on AI for efficiency, but hire (and train) for empathy. Sales is still a critical hire, but for different reasons.

Reply with your take: Is your team leaning into closers or advisors?

-Grady

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