In the fast-paced world of sales and marketing, one thing is clear: the digital revolution has completely transformed how we do business. Over the course of my career, I’ve witnessed this shift firsthand—from the days of more traditional, relationship-based selling to a new era where digital tools, data, and technology drive so much of our strategy. It’s a landscape that is constantly evolving, and for leaders, navigating this change requires both flexibility and foresight.

In my role as a sales executive, I’ve come to understand that while digital platforms and technologies are now indispensable, success still depends on understanding the human element—your customers and your team. In this blog, I want to share some insights into the leadership skills and approaches that I’ve found most useful in adapting to the digital-first world in sales and marketing.

Embracing Change as a Leader

One of the biggest challenges of leading a sales team through digital transformation is helping people embrace change. Digital tools are constantly evolving, and with that evolution comes new processes, technologies, and ways of working. For many in the sales profession, the idea of shifting away from the tried-and-true methods they’ve used for years can be daunting. But as leaders, our role is to guide our teams through this change, helping them understand that adopting new tools and strategies doesn’t mean losing the personal touch that has always been central to sales.

Early in my career, sales was about building relationships face-to-face, reading body language, and gauging a customer’s needs in person. Today, much of that interaction happens through screens—whether it’s video calls, email threads, or online chats. This requires a different set of skills, but at its core, sales is still about building trust and delivering value to customers. It’s my job as a leader to help my team see the opportunity in these new digital channels, and to give them the tools and training they need to succeed in this new landscape.

Leveraging Data for Smarter Decision-Making

One of the biggest advantages of the digital-first world is the access we now have to data. In the past, salespeople relied on intuition, experience, and personal connections to close deals. While those things are still important, today we have a wealth of data at our fingertips that allows us to make more informed decisions. The ability to analyze customer behavior, track engagement, and predict trends is a game-changer in sales and marketing.

But having access to data is only part of the equation. As a leader, it’s important to help your team learn how to use that data effectively. This means not just focusing on the raw numbers, but understanding the story behind them. What do the data points tell us about our customers? How can we use this information to tailor our messaging and approach? How can we identify opportunities for growth that we might not have seen before?

At Cornerstone Building Brands, we’ve made significant investments in customer relationship management (CRM) systems and data analytics tools that help our sales and marketing teams make smarter, more strategic decisions. But the real key to success is ensuring that our team knows how to use these tools to their fullest potential. That means providing training, setting clear goals, and encouraging collaboration between sales, marketing, and data analytics teams. When everyone is working from the same data set, and using it to inform their strategies, we’re able to create a more cohesive and effective approach to meeting our customers’ needs.

The Role of Digital Marketing in Customer Acquisition

Another major shift in the digital-first world is the way we think about customer acquisition. In the past, customer acquisition was often the sole responsibility of the sales team. Today, it’s a more collaborative effort between sales and marketing, with digital marketing playing a critical role in generating leads and driving customer engagement.

One of the most significant changes I’ve seen is the rise of content marketing, social media, and digital advertising as tools for attracting new customers. By creating valuable, relevant content that speaks to the needs and interests of our target audience, we can build relationships with potential customers long before they ever speak to a salesperson. This requires close alignment between sales and marketing teams to ensure that the content we’re creating is not only driving interest but also setting up the sales team for success when they engage with potential customers.

In my experience, this kind of alignment doesn’t happen by accident—it requires strong leadership and clear communication. At USG Corporation, we made it a point to have regular meetings between sales and marketing teams to ensure that our messaging was consistent and that we were working toward the same goals. We also used data to track the success of our digital marketing efforts, so we could adjust our strategies in real-time based on what was working and what wasn’t. This kind of agility is essential in today’s digital-first world, where customer behaviors and preferences can change quickly.

Balancing Technology with the Human Touch

As much as technology has transformed the way we sell, it’s important to remember that sales is still a human endeavor. The tools we use—whether it’s CRM systems, email marketing platforms, or social media—are just that: tools. They can help us reach more customers, work more efficiently, and make more informed decisions, but at the end of the day, people still buy from people.

One of the most important leadership lessons I’ve learned in navigating the digital-first world is that you can’t lose sight of the human element. Technology should enhance the customer experience, not replace it. Whether it’s through personalized email campaigns, tailored product recommendations, or timely follow-ups, our goal should always be to make our customers feel valued and understood.

For leaders, this means fostering a culture that values both technology and relationships. It’s about teaching your team to use digital tools to better understand and engage with customers, while also emphasizing the importance of empathy, communication, and personal connection. When you get this balance right, you’re able to create a sales strategy that is not only efficient and data-driven but also deeply human.

Leading in the Digital-First World

Leading a sales and marketing team in today’s digital-first world is both challenging and exciting. It requires a willingness to embrace change, a commitment to continuous learning, and a focus on using technology to enhance—not replace—the human connection that is at the heart of every successful sale.

For me, the most important leadership lesson in navigating this new landscape is staying adaptable. The digital world is always changing, and as leaders, we have to be willing to evolve with it, while always keeping our customers and our teams at the forefront of everything we do. By doing so, we can ensure that we’re not only staying competitive but also creating lasting relationships with the people who matter most—our customers.