Most sales teams stick to the same outdated rulebook: high-volume outreach, rigid processes, and a focus on closing deals quickly. The problem? None of it builds trust. And trust is the currency that matters most in today’s B2B world.
(That’s why it’s the core of our Demand Generation Framework).
Adrian Fagerlund, co-founder of Linkby, understands this better than most. He joined us on The B2B Playbook podcast to share how his team flipped the sales script, replacing hard sells with consultative relationships. The result? Explosive growth across global markets.
Adrian’s approach isn’t just for sales teams. It’s a playbook for any B2B marketer and sales person tired of transactional tactics that don’t deliver meaningful results. What I loved about our catch up is that Linkby’s model proves that building trust, aligning teams, and focusing on long-term partnerships creates a far bigger impact than chasing short-term wins.
So today we’re going to break down the exact strategies Linkby used to scale, with a focus on consultative selling. By the end, you’ll have actionable insights to rethink your approach to sales and marketing – and maybe even feel re-energized about the work you do.
Let’s dig in!
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Understanding Consultative Sales at Linkby
Most sales teams focus on volume: book the meetings, close the deal, hand it off, and repeat. But as Adrian Fagerlund, co-founder of Linkby, explains, this old-school approach misses the mark.
At Linkby, they’ve redefined sales entirely. Adrian put it simply:
“It’s more encompassing than just sales… you strive to become that trusted advisor.”
Adrian Fagerlund – The B2B Playbook
This isn’t about transactional relationships. Their reps own the entire client journey—from the first meeting to long-term strategy sessions.
Why does this matter? Because true consultative sales go beyond the pitch. Think about it: if you have SDRs passing it to AEs, then a project manager, it becomes a fragmented experience for the customer. Owning the whole cycle lets you deeply understand your client—their goals, their challenges, their ambitions. And when you get that right, you’re not just closing deals – you’re building partnerships that last.
Adrian learned this first-hand. Coming from traditional sales roles, he admits the shift can be a steep learning curve: “So much more is demanded from you, but it’s also much more fun and more giving.” And that’s the key – when sales becomes about helping, not selling, you create genuine value for your clients.
Adrian is in good company with this view – Harvard Business Review adds that companies that have mastered prescriptive selling share a set of practices: they work to understand customers’ purchase journeys; identify significant customer challenges at each buying stage; arm their sellers with tools to help overcome each challenge; and track customers’ purchase progress so that they can intervene to keep the process on track.
Building Networks: The Key to Scaling
Scaling a business isn’t just about pumping money into ads or hiring more sales reps. It’s about connections – and consultative selling allows you to build those more easily. At Linkby, Adrian Fagerlund and his team tapped into a secret weapon—communities. They work with leaders in communities like eCommerce Equation to spread the word about Linkby.
This ties directly into Linkby’s consultative selling approach. Communities are built on trust, and trust is the foundation of consultative selling. When a respected community leader introduces your brand, it’s not a cold outreach – it’s a warm recommendation. Adrian explained how referrals within these communities amplify credibility:
“Most of the time, clients are very excited about the results they get from us, which means it’s not a far stretch to ask them if they have like-minded individuals in their network that could benefit from our services.”
Adrian Fagerlund – The B2B Playbook
In consultative selling, the relationship doesn’t end at the first transaction. It’s about being a trusted partner who adds ongoing value. By embedding themselves in trusted networks, Linkby builds relationships that go beyond a single deal. As Adrian put it, “You don’t have to twist people’s arms too much, which is a great position to be in.”.
For your business, the takeaway is clear: think beyond one-to-one sales. Invest in relationships within communities, where your voice can carry further and resonate deeper. It’s not just smarter—it’s the consultative way.
This is the approach we recommend you take as part of our 5 BEs Framework for Demand Generation. Specifically, this comes from forming your Dream 100 and ‘working your way’ into that community.
From SDRs to Trusted Advisors: Why the Sales Model Matters
The traditional sales model is broken. Splitting roles between SDRs and AEs might look efficient on paper, but in practice, it creates disjointed relationships and frustrated clients. As Adrian says, “Adrian Fagerlund, co-founder of Linkby, put it best:
“If you have SDRs and then someone else takes over, and then you pass it to a project manager that passes it to another specialist… it becomes fragmented.”
Adrian Fagerlund – The B2B Playbook
At Linkby, they’ve taken a radically different approach. Instead of fragmenting the sales process, their reps own the entire journey—from the first meeting to campaign execution. Why? Because trust isn’t built in handoffs. It’s built in consistency. When you strive to become the trusted advisor, having ownership of the whole cycle definitely helps.
Adrian knows this from experience. Coming from traditional sales roles, he was used to someone else booking meetings, handing off deals, and moving on. But when he joined a more unified model, everything changed. “It was definitely a steep learning curve… because so much more is demanded from you as a rep, but it’s also much more fun and more giving.
The payoff? Long-term relationships that transcend individual deals. Even if you move roles, a customer is often willing to continue to work with you and follow you. This full-cycle BDM role is something Adem Manderovic has been practicing and advocating for as long as I’ve known him. You can check out the functions he recommends BDMs perform here.
By letting sales reps act as true partners, not just closers, Linkby have built a system where trust leads the way. It’s a reminder that the best results come when your clients see you as part of their team, not just part of a pipeline. If your sales process feels fractured, maybe it’s time to rethink the model.
Sales and Marketing Alignment for Customer Success
Let’s talk about how Linkby have aligned Sales and Marketing, because it’s so important for your go-to-market and Customer Success. At Linkby, Adrian Fagerlund and his team have built a structure that ties everyone’s efforts to the same outcome.
“We have a global team bonus, which means we have a growth target, and when we hit that growth target, everybody in the business gets a bonus,”
Adrian Fagerlund – The B2B Playbook
Adrian shared. “It takes a few chefs to cook this dish.”
What makes this approach work? It’s all about collaboration. A client might start with the Australian team, then activate campaigns in the UK or the US. Teams across geographies and functions come together to ensure that client gets seamless service, no matter where they’re located.
Marketing plays a critical role here too. Adrian explained how it supports sales by educating the market and driving demand: “We’re super active on the conference circuit globally, experimenting with ads and podcasts to raise our profile.” This educational approach ensures potential clients are primed and ready by the time they speak with a sales rep.
And it doesn’t stop there. Feedback loops between sales, marketing, and customer success teams keep everyone aligned. Adrian and the team are always sharing what’s working: things like what type of targeting we’re using to whether the clients coming to the table are ready for the Linkby journey. This constant communication helps refine strategies and ensures that each department is pulling in the same direction.
Linkby proves that when sales, marketing, and customer success are aligned, you create a better experience for clients – and a stronger, more resilient business. If your teams aren’t working together, it’s time to tear down the silos and start moving as one.
Measuring Success Beyond Transactions
Most businesses measure success in numbers: deals closed, revenue booked, targets hit. But at Linkby, success isn’t just about transactions—it’s about long-term value.
This approach shifts the focus from quick wins to relationships that last. For Linkby, it’s not just about onboarding clients but ensuring they find ongoing success.
“What it really comes down to is we want people and brands and publishers to find us through those channels. And then the ease, the measurement’s easy: book a demo, come on board, submit a brief, and that’s it,”
Adrian Fagerlund – The B2B Playbook
Linkby’s mindset is simple but powerful: success isn’t just what you close today – it’s about what you sustain tomorrow. If your metrics don’t reflect that, it might be time to rethink what you’re measuring.
Next Steps to Rethink Your Sales and Marketing Approach
Linkby’s journey to date offers a roadmap for businesses looking to scale smarter, not harder. Here’s how you can start applying their principles today:
- Focus on Trust, Not Transactions
Empower your sales team to act as trusted advisors. Encourage them to own client relationships end-to-end, building deeper connections and becoming experts in their clients’ industries. - Leverage Communities for Growth
Identify key networks and communities where your audience is already active. Build relationships with community leaders and deliver value that positions your brand as a trusted partner. - Align Sales, Marketing, and Customer Success
Break down silos with shared goals. Consider a team-wide incentive structure that ties success to collective growth, ensuring everyone is working toward the same target. - Measure Long-Term Value
Move beyond traditional metrics like deals closed. Track customer lifetime value, retention, and satisfaction to get a holistic view of your success and refine your strategy over time. - Experiment and Adapt
Test new channels, messages, and targeting strategies. Use feedback loops across teams to improve your approach and ensure your efforts resonate with your audience.
By adopting these steps, you’re not just closing more deals – you’re building a sustainable foundation for long-term growth. The question isn’t whether you should rethink your sales and marketing model, but how soon you can start. The results will speak for themselves.
