80% Conversion Rates Aren’t a Dream — They’re the Result.
Ingrid Maynard: Executive Thought Leader & Champion of the Sales Revolution
Ingrid Maynard stands at the forefront of a movement reshaping the future of sales, profit, and customer relationships for modern business leaders. With over 25 years’ experience driving accelerated business outcomes for Australia’s and New Zealand’s most iconic brands, Ingrid has cultivated a reputation as a fearless change agent and sought-after expert across the executive landscape.
As founder and managing director of The Sales Doctor, Ingrid partners directly with C-level executives, boards, and leadership teams to pioneer organisational transformation—ensuring commercial competence and customer consciousness run deep throughout every part of the business. Her methodology, The Sales Revolution, challenges the status quo and empowers entire companies to move beyond customer-centricity, embedding a holistic approach to value creation that delivers real commercial impact.
Recognised for her uncompromising honesty and powerful insights, Ingrid is widely featured in media and business circles: she is a regular commentator on Sky Business and Ticker News, contributes frequently to CEO World, the Daily Telegraph, and Herald Sun, and is a published author, acclaimed speaker, trusted facilitator, executive coach, and podcast host. Her expertise on organisational change, stakeholder engagement, and the future of work is extensively cited by industry leaders seeking to innovate their business models and elevate results.
Ingrid understands that today’s executives know the game is changing—sales can no longer be a silo, and everyone must be accountable for the customer experience and commercial outcomes. Her call to action: transform your workforce into a coalition of customer-conscious, commercially competent leaders who deliver value from the top down.
If your vision is to future-proof your organisation and lead the market, Ingrid Maynard will guide you through the first step of the sales revolution—starting right now.
Talking Points
It's time for a Sales Revolution
Executive & Sales Leadership Takeaways – The Sales RevolutionᵀᴹIt's time for a Sales Revolution
1. Redefining Value Across the Organisation
o The Sales Revolutionᵀᴹ reframes the way every person in your company shows up — ensuring measurable, demonstrable value is delivered consistently to customers, stakeholders, and the business itself.
2. Why “Sales” Alone Will No Longer Drive Profitable Growth
o In today’s market, traditional sales functions are insufficient. Sustainable, profitable growth demands a business-wide shift where value creation is everyone’s responsibility — not just the sales team’s.
3. Transforming Your Business Into a Profit Magnet
o Learn the strategies to embed a value-first mindset across all levels, creating a culture where growth and profitability become natural outcomes rather than forced targets.
The Uncomfortable Leadership Questions That Spark a Sales Revolution
• Value Literacy: If asked, could every individual in your organisation clearly articulate the tangible value they contribute — and how it drives business outcomes?
• Business-as-Customer Mindset: Does your team treat the business itself like a priority client deserving exceptional service, attention, and performance?
• Alignment and Accountability: Would every person in your company still earn their place if contribution to value creation was the measure?
• Return on Capital Awareness: Could you — today — make a rough calculation of each person’s return on capital? Their team’s? Your sales function’s?
How to Create a Culture of Customer
• Unlocking Exceptional Service: Address the root causes behind the scarcity of outstanding service in today's marketplace by developing strategies to identify and empower individuals who consistently exceed expectations.How to Create a Culture of Customer
• Strategic Value Delivery: Emphasise that every leader and team member functions as both a customer and a provider. Instill a disciplined approach to value creation by regularly assessing whether the value delivered generates net benefit or imposes hidden costs—moving from assumption to measurable impact.
• Building a Culture of Customer™: Foster an organization-wide commitment to two core principles—Customer Consciousness™ and Commercial Competence—ensuring they underpin all leadership behaviors and business practices.
• Redefining ‘Customer’: Challenge conventional definitions by mapping out who your customers truly are, understanding what drives their priorities, and recognising layers beyond immediate stakeholders—including your customers’ customers—to maximize value creation.
• Mastering the Value Equation: Equip executives with tools to analyze the implicit 'Value Equation' guiding business decisions. Deepen understanding of its components and the three distinct dimensions of value perceived throughout the enterprise.
• Holistic Value Chain Analysis: Examine and quantify how each business function contributes to—or detracts from—these value dimensions, enabling targeted improvements and cost-benefit clarity across the entire value chain.
• Actionable Value Enhancement: Define and implement robust measures to continually elevate and track value delivery for all customer segments, positioning the organisation for sustained competitive advantage.
No More Order Takers
• Addressing the Scarcity of Top Sales TalentNo More Order Takers
o Great sales talent has become increasingly rare. Many teams consist of "order takers" rather than true business development managers, and service-focused agents rather than strategic account managers. Now is the optimal moment for senior leadership to drive a transformation in how sales talent is recruited, developed, and empowered.
• Restoring Strategic Sales Capabilities
o Organizations have gradually lost their edge in both "hunting" (new business development) and "farming" (deepening existing client relationships). Executive leadership must understand how these capabilities eroded and take deliberate steps to rebuild them—ensuring the organisation never regresses to a passive sales culture.
• Identifying and Attracting World-Class Salespeople
o Today's definition of a "great" salesperson has evolved: they are proactive, value-driven, and adept at closing complex deals. Leaders need to know not just what sets these professionals apart, but also where and how to source and attract them to the organisation.
• Elevating Team Performance: From Busy to Effective
o It is critical to shift teams from activity for activity’s sake to true effectiveness—prioritising strategic initiatives and pipeline growth. Senior executives and sales leaders should foster a culture of proactivity and accountability, converting passive attitudes into a forward-looking, results-focused approach.
These points provide actionable insights for transforming your sales strategy and organisational culture to consistently deliver strong top-line results.
Get Your Roar Back
1. Where Have All the Lions Gone?Get Your Roar Back
• Today’s sales teams often lack true "hunters"—those fearless, resilient performers who proactively seek, pursue, and close new business. Instead, many have become "gazelles": reactive, risk-averse, and focused only on maintaining current accounts rather than driving growth.[1][2]
2. Rediscovering the Ability to Roar
• Sales teams have lost their "roar" due to a combination of risk aversion, comfort with farming existing accounts, misaligned incentives, and unclear expectations. Leaders who neglect to build accountability, celebrate boldness, and align compensation with prospecting reinforce the status quo.
• Salespeople need clarity around their targets, recognition for proactive behavior, and processes that encourage and reward hunting rather than mere maintenance work.
3. What Makes a Great Salesperson Today?
• The modern top performer is not just technically skilled, but:
o Proactively develops new opportunities and clients.
o Fearlessly prospects and asks for needed commitments.
o Inspires and uplifts the team with energy and determination.
o Masters persuasive, confident communication, shifting from product features to impactful outcomes.
o Learns to read and motivate different personality types for better engagement
4. How We Lost Our Ability to Hunt—And Why We Need More Lions
• Skill gaps, lack of structured sales coaching, an over-focus on account management, and cultural tolerance of low effort have satisfied "gazelles" instead of motivating "lions."
• High-performing cultures require intrinsic drive, structured accountability, and leadership that sets the tone for courageous selling.
• Without active coaching, mindset interventions, and robust performance management, teams drift away from their hunting instincts.
5. A New Definition of Winning
• Winning is now defined by the ability to consistently drive new business, adapt quickly, and build lasting client trust—not merely by defending territory or maintaining status.
• Leaders must foster a culture that values experimentation, embraces change, and rewards those willing to hunt for new opportunities.
6. Why Gazelles Don’t Win
• Gazelles survive but rarely thrive: they avoid risk, don’t push boundaries, and focus on the safety of the known.
• In today’s market, teams dominated by gazelles fall behind, missing growth targets and yielding ground to competitors.
7. Help Your Salespeople Get Their Roar Back
• Invest in coaching, clear KPIs, and compensation that incentivizes bold prospecting.
• Encourage role models at every level—leaders who actively hunt and lead by example.
• Provide ongoing training on modern sales tactics, communication, and emotional intelligence.
• Celebrate brave, entrepreneurial efforts, and create an environment where calculated risk is rewarded—not punished.
• Use feedback loops and collaborative learning to reinforce growth and resilience.
Action for Sales Executives:
Evaluate your current sales culture. Are your teams empowered and accountable? Do your incentive structures truly reward new business development? Reignite the "lion" mentality—make hunting central to your strategy and watch your top line grow.
Driving Sales Performance
• Why Sales Leadership Matters More Than EverDriving Sales Performance
Many organisations promote top-performing salespeople to leadership roles, but sales management demands a unique set of skills. Without targeted training and support, these leaders often face challenges—resulting in lost sales talent and underwhelming team performance. Strong sales leadership is essential to unlock the full potential of your salesforce.
• What Sets Exceptional Sales Leaders Apart: The Top 10 Qualities
Discover the essential attributes that distinguish great sales leaders—from strategic vision and emotional intelligence to coaching capability and adaptability.
• The Three Pillars of Successful Sales Leadership
Uncover the foundational principles all high-impact sales leaders rely on to drive results and foster a culture of excellence across their teams.
• Transforming the Sales Pipeline: From Pressure Tool to Power Tool
Learn practical ways to leverage your sales pipeline for motivation, insight, and growth, rather than using it to enforce quotas or create stress.
• Essential Sales Leadership Disciplines for Predictable Performance
Adopt proven routines and habits to ensure consistent execution, accountability, and sustained effectiveness across your sales organisation.
These takeaways can guide executives and sales directors in developing not just top sellers, but true sales leaders who build winning teams.
Becoming a Trusted Advisor
“Trusted Advisor” – Rethinking Value for Internal and External StakeholdersBecoming a Trusted Advisor
• The “Trusted Advisor” Mindset Is For Everyone
The concept of a trusted advisor isn’t limited to sales roles; it’s crucial for anyone serving internal or external stakeholders. Every function—from HR and IT to Finance and Legal—has “customers” whose trust is essential.
• Are We Truly Delivering Measurable Value?
Challenge your teams to consider: Are our mindset, behaviours, and ways of operating genuinely translating into measurable value for the business and its people?
• Understanding the Global Trust Deficit
Explore why trust is in short supply across organisations and industries, and what this means for internal leaders and service teams—not just customer-facing roles.
• What Builds vs Destroys Trust in Business
Learn which everyday actions and attitudes foster trust with stakeholders, and which undermine it—even unintentionally.
• Listening: The Core of Stakeholder-Centricity
Discover how active listening and asking purposeful questions help clarify what stakeholders value most, so capability teams can become true enablers of business success.
• The Unspoken “Value Equation”
We all have a mental equation for trust and value. Understanding this enables teams to better align with what matters to others—whether fellow executives, employees, or customers.
• Recognising 3 Types of Value
Unpack the different kinds of value organisations can deliver: functional (what people need), emotional (how they feel), and strategic (what moves the business forward).
• How to Deliver More Benefit Than Cost
Equip leaders and teams to ensure the perceived and actual value they provide exceeds the investment stakeholders make—turning internal services from a “cost centre” into genuine business partners.
Key Message:
The principles of trust, value creation, and meaningful engagement are essential for all leaders and internal teams—not just those in sales. By rethinking our approach, we ensure every part of the business is a true value driver for its stakeholders.
The Future of Sales Leadership
Keynote/Workshop Takeaways for Executive Leaders & Senior Sales LeadershipThe Future of Sales Leadership
1. The Talent Crunch:
In today’s market, attracting exceptional sales talent is difficult—and securing outstanding sales leaders is an even greater challenge.
2. Retention Risks:
Even when you identify top sales leadership talent, you risk losing them to competitors with bigger budgets or greater prestige.
3. Beyond Buying Power:
What’s the path forward when competing for sales leaders based solely on salary is unsustainable? Discover innovative approaches to attract, develop, and retain the right sales leadership for your business.
4. The Sales Leadership Value Model:
Explore an adaptable model of sales leadership that adds high strategic value and reduces retention risks—especially vital for small and medium-sized enterprises (SMEs) and organisations with limited resources.
5. Qualities of Effective Sales Leaders:
Identify the top ten attributes that great sales leaders consistently demonstrate—traits that drive team performance, strategic vision, and sustainable growth.
6. Strategic Fit:
Learn the critical questions to ask to determine which sales leadership approach best aligns with your organisation’s culture, strategy, and goals.
7. Best-In-Class Practices:
Unpack what distinguishes top sales leaders, and learn actionable steps to nurture high standards and best practices within your own sales team.
For People, Capability, and L&D Directors:
• Understand the evolving landscape of sales leadership and what it means for talent strategy and succession planning.
• Gain practical tools to assess and develop sales leadership potential internally, reducing reliance on external headhunting.
• Prepare to champion leadership models and practices that balance retention, engagement, and measurable business impact.
Audio
I have had the pleasure of working with Ingrid on a number of key projects over the last few years and I have always found Ingrid to be a visionary and insightful advisor for our business an ... keep reading Norwex
Ingrid, you've nailed the brief! You gave the team digestible content, practical frameworks and useful tools they can draw on at different stages in the weeks/months and maybe even years ahead. I firmly believe it made the right impression and set the scene to be open in approach to the changes that surround all of us thank you! I am really pleased to let you know that I have had specific feedback from numerous team members who each found the session thought provoking', engaging', worthwhile and useful' and there was lots to go away and think about'.
We chose Ingrid for her unmatched ability to deliver practical, engaging, and sales-specific strategies that truly resonate with BDMs.
We chose Ingrid for her perfect blend of substance, inspiration, and authentic connection with the audience.
It’s GFC who should thank you, Ingrid Maynard for such an insightful and engaging session this afternoon. The team loved it, and it sets a great foundation for rethinking our engagement across so many stakeholders.
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