Mastering Sales Skills with Matt Green: Closing Gaps in Execution

Overview

In this episode of The Gap, we sit down with Matt Green, CRO of Sales Assembly, to discuss how sales teams can close execution gaps and elevate performance. With a background in criminal justice and experience as the co-founder of Sales Assembly, Matt brings a unique perspective on bridging the gap between strategy and execution.

The conversation covers why consistency in methodology matters more than choosing the "perfect" one, how foundational skills trump processes, and why training needs reinforcement to stick. Matt also dives into trends like AI in sales enablement and the need for post-sales teams to adopt a more commercial mindset. Whether you’re a sales leader or an enablement professional, this episode is packed with actionable insights.

Takeaways

• Consistency Beats Complexity in Sales Methodology: Many leaders spend too much time debating the best methodology—SPICED, MEDDIC, or MEDDPICC. According to Matt, the specific choice isn’t as important as consistently applying whichever one you pick.

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  When processes are applied consistently, they become measurable. This allows leaders to pinpoint gaps, analyze performance, and focus on solutions that drive results. Consistency also gives sales reps the structure and discipline they need to succeed.

“Anything you do consistently becomes measurable, and once it’s measurable, you can pinpoint what’s working and what needs improvement.”

In short, it’s better to commit to one methodology and execute it well than to chase perfection with constant changes.

• Skills Trump Methodology in Sales Success: While methodologies provide structure, foundational sales skills—like discovery, active listening, rapport building, and value articulation—are what truly drive success.
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  Matt notes that execution gaps often arise from skill deficits, not flaws in the process. Even the best methodology won’t help if reps aren’t skilled at asking the right questions or managing complex deals.
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  For leaders, the priority should be building these core skills in their teams. These skills are universally applicable and remain critical no matter what methodology is in place.

“It’s not the process failing; it’s often that reps need better skills to move opportunities through the pipeline.”

• Common Sales Gaps Across Companies: Matt has seen consistent patterns across hundreds of companies. Discovery is one of the most common challenges. Reps often fail to dig deep enough to understand buyer needs, missing opportunities to create value and move deals forward.

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  Multi-threading is another common gap, especially for teams moving into enterprise sales. Reps need to build relationships with multiple stakeholders to avoid bottlenecks, but many struggle to navigate these complexities.

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  On the post-sales side, there’s a growing demand for CSMs to become commercially minded. Traditionally focused on project management, many CSMs lack the skills needed to drive renewals or upsell opportunities. Sales Assembly works to bridge these gaps by focusing on specific skills for every role.

• ‍Reinforcing Training with Real-World Application: Training only works when it’s reinforced. Without follow-up, most reps forget up to 90% of what they learn within 30 days.

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  Matt stresses the importance of creating opportunities for reps to practice their skills and apply them in real-world scenarios. Role-playing, ongoing coaching, and regular feedback are critical to ensuring that training translates into measurable results.

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  Enablement teams should see training as part of a larger strategy, not a one-time event. This approach ensures that gaps are closed, and teams continue to develop over time.

“The forgetting curve shows if you don’t apply what you learned within 30 days, you’ll lose 90% of it. Reinforcement is key.”

• AI’s Role in Sales Training and Execution: AI is no longer about big, unrealistic promises. Instead, it’s about driving small, meaningful efficiencies across the sales process.
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  AI-powered tools, like role-play platforms, allow reps to practice skills such as cold calling or objection handling in a safe environment. These tools provide instant feedback and insights that managers can use to guide coaching.

  Matt highlights that AI isn’t replacing sales roles; it’s enhancing them.

“AI isn’t about replacing reps—it’s about making them more efficient and effective, helping them perform like a team twice their size.”

Ready to take your sales team to the next level? Listen to the full episode with Matt Green to dive deeper into these insights. Learn more about Sales Assembly’s approach to skills training and how to bridge the gap between strategy and execution.

TL;DR

• Consistency in methodology drives better results than chasing perfection.
• Foundational sales skills—like discovery and value articulation—are essential for success.
• Discovery and multi-threading are common gaps, while CSMs need to become more commercially minded.
• Training must be reinforced with real-world application to stick.
• AI tools are enhancing efficiency and making training more effective.