Sean Evers, VP of Sales at Pipedrive: “When you truly understand and stand behind your product, it shows – and that’s what builds trust”

Sean Evers is the VP of Sales at Pipedrive, so you might expect his days of attending customer meetings are long gone. Not so. “I still hold at least ten customer or partner meetings a month,” he explained, so that he can “deeply understand… customer’s pain points, objectives and desired outcomes”.

This also keeps him grounded in the software that he’s responsible for. Pipedrive is there to automate as much of the sales process as possible, so that sales people concentrate on people rather than admin. “By automating routine tasks, we can focus on strategic, high-value activities instead of manual work,” Sean told us.

For him, that means responsibility for developing sales plans and strategies, organising and maintaining sales operations, and leading sales teams. A position where he draws upon two decades of experience at companies such as Funding Circle UK, Fluidly and Sage, where he held similarly senior positions in sales departments.

So if you want to learn from one of this industry’s most respected leaders, we suggest you take a few minutes to read the full interview. Hopefully your sales pipeline software can keep on doing the manual labour in the background.

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Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

This summer, Pipedrive conducted a survey among its customers and we found that approximately half of sales professionals face challenges identifying leads with buying intent, and prospecting and lead management are some of the key areas in which AI is most valuable. Additionally, the primary motivator of AI adoption was increased productivity (79%) followed by gathering insights (42%) and improving customer interactions and satisfaction (41%). 

The survey revealed that sales prospecting is often one of the most challenging aspects of a sales professional’s job. It requires not only finding potential leads but also identifying those who are the right fit for your product or service. This process can be time-consuming, with no guarantee of immediate results, and it demands persistence and a strategic approach. Pipedrive is currently on a mission to find a user-friendly solution for managing high-potential deals more efficiently. We recently launched Pipedrive Pulse in its beta-testing phase to enhance the daily operations of sales professionals, helping them allocate resources more effectively and achieve greater business success.

What is one sales tool you or your team can’t live without? And why is it so important?

Believe it or not, that’s an easy one – Pipedrive. Being customer-centric starts with having a CRM system that enables you to create customer journeys and deliver exceptional experiences. Having all our data centralised gives us a complete view of each customer and their interactions. This allows us to personalise our engagement and automate workflows, making our customer interactions more effective. Finally, Pipedrive’s automation capabilities have allowed us to scale these processes across all the countries we operate in. This ensures that we remain productive, efficient and deliver a consistent customer experience, no matter the market. By automating routine tasks, we can focus on strategic, high-value activities instead of manual work.

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How has technology helped marketing and sales work better together? Or, if you feel differently about it, has it increased the gap between those two departments?

While sales and marketing may appear to be distinct functions, collaboration between these two departments can be a game-changer. When they work together, they can uncover hidden marketing opportunities, fine-tune investments in key markets, and swiftly eliminate spending in areas with low ROI. 

At Pipedrive, we’ve adopted weekly syncs with the paid marketing and finance teams. Shared access to customer insights and data enables our sales and marketing teams to align on ideal customer personas (ICP), messaging and customer engagement journeys. By using automated lead nurturing processes, we create a seamless transition between sales and marketing, working together as a team to improve lead quality, conversion rates and overall revenue generation. The result is a smarter, data-driven approach where both teams amplify each other’s efforts, driving higher returns and avoiding “blind spots” in growth potential.

However, tight collaboration doesn’t come without challenges. One of the key hurdles is managing expectations, particularly when marketing efforts take time to show measurable results. Sales teams often operate on shorter timelines, needing immediate leads and quick conversions, while marketing work – especially brand building and awareness campaigns – can take months to fully materialise. This difference in timelines can create friction if both teams aren’t aligned on goals and expectations. To overcome this, open communication and a shared understanding of each team’s processes are crucial. Sales need to understand that not all marketing activities yield immediate results, while marketing must stay attuned to the urgency of sales targets. Regular check-ins, shared KPIs and mutual respect for each other’s roles can help bridge this gap.

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What are some examples of AI being used in sales that stand out to you?

One standout example of AI in sales is its use in the lead qualification process. Many businesses are now leveraging AI for automated outreach, using generative AI to create content that engages potential customers. This allows AI to nurture leads and pass them on as SQLs to the sales team at the right time but with a more accurate understanding of the customer’s needs and intent. This results in a more efficient handoff to human sales reps.

AI has evolved rapidly, and we’re seeing more AI assistants capable of having natural, personalised dialogues with customers. When these assistants are connected to internal systems and processes, they can deliver a tailored customer experience, making interactions feel more individualised.

By automating tasks like lead qualification or answering FAQs, AI frees up bandwidth for sales and support teams. This allows human reps to focus on higher-value activities, such as closing deals or handling more complex technical support.

What advice do you have for those wanting to start a career in sales?

First, invest time in learning everything you can about your product or service. The more you believe in what you’re selling, the more confidently you can communicate its value to potential customers. When you truly understand and stand behind your product, it shows – and that’s what builds trust.

Secondly, adopt a customer-centric mindset and deeply understand your customer’s pain points, objectives, and desired outcomes. I still hold at least ten customer or partner meetings a month to stay connected with this. Additionally, build strong cross-functional relationships as collaborating across teams will allow you to support customers in ways you couldn’t on your own.

Use every “no” as fuel for your ambitions. Rejection is part of the sales process, but each “no” brings you closer to a “yes.” Rather than seeing it as a failure, view it as an opportunity to refine your approach, learn more about your customers, and improve your skills.

It’s also crucial to understand your own strengths and weaknesses as a sales professional. Knowing what you excel at allows you to capitalise on your talents while identifying areas for improvement helps you focus on overcoming hurdles. Sales is an art, and honing your skills requires self-awareness and practice. Whether it’s improving your pitch, mastering negotiation or becoming better at managing objections, continuous self-improvement is key to long-term success.

Be adaptable and maintain a growth mindset. Things will always change, whether it’s shifting customer needs or market conditions. Stay humble, be a “learn-it-all” rather than a “know-it-all” (as Google’s CEO famously said). Resilience and grit are essential; don’t give up in the face of rejection.

Lastly, leverage technology to your advantage and embrace innovation. With so many tools available, you can automate administrative tasks, freeing up your time to focus on what really matters – building relationships and closing deals. Always explore new technologies, tools and approaches that can help you stand out and better serve your customers.