24 Questions with Conor Leadbeater

Interviewed by Sam Holmes,  Head of Marketing at Force24.

Welcome to 24 Questions, FWD: Thinking’s answer to Vogue’s 73 Questions! In this episode, we sat down with Conor, our Inside Sales team leader, to dive into his journey, insights, and what makes a great sales team thrive. From his early days in hospitality to leading a team in SaaS, here’s what he had to say…

 

From Hospitality to SaaS Sales

1. What inspired you to join sales four years ago?

I’ve always worked in hospitality, so moving into sales felt like a natural progression. Beyond that, I’ve always been interested in the psychology behind sales and the analytical side of it – the theory behind why people buy and how businesses make decisions.

2. How has your role evolved since you first started?

Starting as an SDR (Sales Development Representative) in SaaS is a fantastic foundation because it opens so many doors. You can progress into an Account Executive role, marketing, customer success – there are so many paths. For me, it was SDR leadership and mentoring, which has led to my current role as a sales team lead.

 

Leading a Sales Team

3. What’s the most rewarding part of leading a sales team?

Shared success. Sales is one of those careers where teamwork still thrives, especially in a post-COVID world. Being in the same space, sharing wins, and pushing through challenges together. That’s what makes it so rewarding.

4. What’s your secret to keeping your team motivated?

Creating a winning culture and celebrating every victory, big or small. As a Leeds United fan, the phrase ‘Marching On Together’ really resonates with me – we’re all in it together. There are challenges and rejections, but we move forward as a team.

5. How do you balance coaching your team while still hitting your own sales targets

Time blocking is simple but effective. I always like to be present with the team, sit with them to make calls together and provide live feedback.

 

The Evolution of SaaS Sales

6. What’s the biggest challenge in selling marketing automation software?

Balancing the conversation between cost and return on investment. Every business has different needs, and even when I know our platform is a perfect fit, conveying that value and getting them excited about it is the real challenge.

7. How has selling SaaS changed in the last five years?

COVID completely reshaped the sales landscape. We went from everyone working remotely to a flexible work model, and the attention economy has become even more competitive. Buyers are bombarded with messages – our job is to cut through that noise.

8. What’s the most exciting trend in marketing automation right now?

It’s hard to not say AI. It’s rapidly changing the way we work, making automation smarter and more intuitive than ever.

 

Sales Mindset & Strategies

9. If you could describe your sales leadership style in three words, what would they be?

Meticulous, honest, approachable.

10. What’s one misconception people have about working in sales?

That you have to be extremely extroverted to be good at it. Some of the best salespeople I’ve worked with are introverts who listen more than they talk.

11. What’s one sales strategy you swear by?

‘Smile and dial.’ Your tone of voice makes a huge difference when talking to prospects, and a positive attitude goes a long way.

12. How do you handle rejection in sales?

I remind myself that not every prospect is ready to buy today, but if I believe in what I’m selling, the right people will too—eventually.

13. If you could automate one thing about sales forever, what would it be?

Follow-up emails. Sales reps spend too much time on admin, and automation makes that so much smoother.

14. What’s the best email subject line you’ve ever written?

You’re probably expecting something funny, but the best-performing subject lines are always personalised to the prospect—not the witty or generic ones.

15. If our platform had a tagline that wasn’t corporate-friendly, what would it be?

‘Because your marketing team deserves a life!’

 

Sales, Learning & Growth

16. If your CRM could talk, what would it say about you?

‘Conor.’ (And probably that I spend too much time organising my pipeline!)

17. What’s a skill you’ve developed in the last four years that you never expected to?

Business empathy. I’ve learned that two companies in the same industry can have completely different challenges. Understanding their unique needs is key to selling effectively.

18. What’s the best career advice you’ve ever received?

Learn to listen. The best sales conversations are the ones where the prospect does most of the talking.

19. If you could go back in time and give yourself advice on your first day here, what would it be?

Get to know every team and every person in the business as quickly as possible—it’ll help you in ways you don’t expect.

 

Staying Ahead 

20. If you could steal a sales playbook from any company, whose would it be?

Pleo. They’ve mastered personality-driven social selling, which aligns really well with how I like to approach sales.

21. How do you stay ahead of industry trends?

I read as much as I can. Google is your best friend. I dedicate time daily to staying informed.

22. What’s a book or podcast you’d recommend to every sales professional?

Fanatical Prospecting by Jeb Blount. It was one of the first sales books I read, and it’s still one of the best.

 

Beyond Sales

23. If you weren’t in sales, what career would you be in?

Teaching. Probably history. I love breaking down concepts and explaining them, and seeing others thrive.

24. If you could have dinner with one business leader, who would it be and why?

Steve Jobs. He revolutionised technology in ways we’re still seeing today, and his investment in Pixar fascinates me on a personal level

 

Fancy joining forces? We’ve always got our eyes peeled for new talent. Head over to our careers page to see the latest vacancies.