# George Brontén

George Brontén writes about how B2B sales teams can improve execution through clearer workflows, sales processes, CRM systems, and practical uses of AI.

- Profile: https://b2binfluencer.marketing/creators/george-bront-n/
- LinkedIn: https://www.linkedin.com/in/georgebronten
- LinkedIn followers: 20,827
- Topics: artificial-intelligence, sales, ai-in-sales, b2b-sales
- Based on 11 dated posts, latest 2026-10-09

## Summary

George Brontén is most useful for thought leadership on structured sales workflows, CRM, and practical AI in B2B sales.

- Best for: A B2B sales enablement software brand running a webinar or guest newsletter on sales workflows and AI.
- Not for: A recruitment or employer-branding software brand seeking paid, reach-based short-form video for HR leaders.
- Check first: Confirm recent results on comparable topics and formats, plus newsletter list size and engagement.

### Takeaways

- Sales technology should shape behavior, not just record it.
- Workflows are the overlooked lever for sales growth.
- AI without structured data is noise at scale.

## Main ideas

- **Sales technology should shape behavior, not just record it**: Brontén argues that most CRM systems fail not mainly because of poor adoption, but because they were built to track salespeople rather than make them better. The same mistake is now being repeated with AI. His test for any stack: does it guide behavior in the moment or only record it afterward? If it only records, it documents why a team didn’t win.
- **Workflows are the overlooked lever for sales growth**: Brontén starts with what sales leaders spend heavily on—training, AI, CRM upgrades and compensation plans—and asks what those budgets rarely address: what will a salesperson actually work on first tomorrow morning? Hidden costs include time spent deciding what to do next, switching between systems, chasing low-value opportunities and repeating avoidable mistakes. None of that shows up in a forecast, he says, but it quietly steals growth. Companies pulling ahead are building better systems around salespeople: systems that make the right actions obvious, reduce friction and help average performers become consistently effective.
- **AI without structured data is noise at scale**: Brontén asks whether AI is making salespeople smarter or just faster. Their answer: teams are drowning in CRM, call, activity and intent data, yet salespeople still start the week unsure who to prioritize, which deals are real, what action matters most and why certain opportunities close. They call it a structure problem, not a data problem, and put their position plainly: AI without structured data is just noise at scale. With structure in place, they say, CRM stops being a dumping ground, workflows guide behavior, the team knows what to do next, and coaching becomes proactive instead of reactive.
- **A sales process is a system that helps buyers decide**: Brontén opens by noting that ten sales leaders will define a sales process ten different ways, then offers one of their own: it’s not the list of stages in a CRM, but the system that helps buyers make good decisions. If a process only tells salespeople where a deal stands, not what needs to happen next to move it forward, they argue, it’s a reporting system. A well-defined process, in their view, is one of the biggest competitive advantages a sales organization can build.
- **New sales leaders should understand the inherited system first**: Brontén describes a common mistake: a new sales leader inherits a team and immediately changes the process, metrics and expectations. It feels like leadership, they say, but more often creates resistance than results. The first 90 days are for understanding the system already in place: building trust, looking for quick wins and learning the team’s existing way of selling before trying to reinvent it. This is the people-facing version of their broader argument that changing structure without understanding it fails.

## Work to read

- [What they mean by a sales process](https://www.linkedin.com/posts/georgebronten_ask-ten-sales-leaders-to-define-a-sales-process-activity-7485302871304105984-iiDP)
- [The first hour of a salesperson’s day as a diagnostic](https://www.linkedin.com/posts/georgebronten_sales-leaders-spend-millions-on-training-activity-7470097466919661568-Ivt5)
- [CRM was built to track, not improve, salespeople](https://www.linkedin.com/posts/georgebronten_most-crm-systems-arent-failing-because-of-activity-7442204830644994049-uYn7)
- [AI without structured data is noise at scale](https://www.linkedin.com/posts/georgebronten_before-using-ai-in-sales-ask-yourself-one-activity-7459950519306985473-ict-)
- [A first-90-days playbook for new sales leaders](https://www.linkedin.com/posts/georgebronten_new-sales-leaders-often-make-the-same-mistake-activity-7487839609972973569-dLx4)

## Partnerships

George Brontén's five posts show no sponsorship policy, rate card, media kit, or partnership inquiry page. Each closes with the same offer: subscribe to a weekly newsletter about B2B sales execution, with occasional prompts to comment or share. The newsletter is the recurring distribution channel a partner would negotiate around, but it is a subscription asset, not a published sponsorship package. The posts disclose no sponsored placement, affiliate arrangement, or commercial terms. The only contact route shown is a LinkedIn direct message, a general channel rather than a verified partnership intake; no inquiry link is listed. A buyer could open with a guest newsletter contribution or a co-produced webinar on structured sales processes and AI, then ask what the newsletter audience receives and agree on the format, cadence, exclusivity, disclosure practice, and deliverables in writing.

## Alternatives

- Cory Bruscia: Cory Bruscia is the better choice when the buyer wants to argue for redesigning the sales role, rather than structuring workflow data. The posts ask leaders to decide what work AI should take over and what salespeople should do instead. They also list the foundations that need to be in place: a defined process, ICP, messaging, prospecting, qualification, CRM discipline, KPIs, forecasting and coaching. A sales enablement vendor arguing that the company, not the individual seller, must supply that structure will find a closer match here than with a tool-led message. The writing targets founders, making it a better fit for a sponsor selling to owner-operators or early sales organisations than to large enablement departments.
- Tim Nilsson: Tim Nilsson is the better choice when the buyer wants to address AI adoption and coaching in sales, rather than data architecture. The reviewed AI post says most B2B sales teams do not need more AI but need to use it better. It lays out a practical sequence: use AI first to remove administrative work and strengthen preparation; build confidence in the output through short weekly learning sessions; connect AI to the parts of the sales motion where time is actually being wasted; and keep human judgement on the moment that closes a deal. For a sales enablement vendor selling training, coaching or adoption services alongside software, that framing is close to the buyer's pitch and suits a workshop or skills-focused webinar. A companion post lists ten named skills, each with a one-line practice, giving a sponsor ready-made exercises to hand out.
- Chris Silverwood: Chris Silverwood is the better choice when the target reader is a managing director, founder or owner of a growing business and the message is about focus and sales leadership capacity, not AI. The posts centre on choosing the three or four things that will genuinely move growth, keeping attention there instead of chasing every opportunity, and using sales leadership to bring structure, focus and accountability into a business. Silverwood draws on nearly 30 years in sales and commercial leadership and hands-on work inside companies through a fractional sales leadership practice, giving a sponsor selling leadership capability, prioritisation or interim commercial support a credible operator's voice. The posts also name a clear next step: a free 30-minute introductory conversation.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/