87. From Farmers to Hunters: Proactive Selling for Modern GTM Teams

Proactive selling is no longer optional - it’s the engine behind every modern GTM transformation. In this episode, we unpack how teams shift from reactive account management to a hunting mindset built on focus, discipline, and smart customer relationship management. Harry Kendlbacher sits down with Felipe Arancibia Coddou, EVP of Sales & Marketing for Europe & LatAm at Loomis, to explore what it takes to transform long-standing “farmer” models into opportunity-driven teams. They discuss cultural change, CRM discipline, leadership skills, and how to navigate a shrinking core market while expanding into new customer segments. 🔗 Explore more insights: www.globalperformancegroup.com You’ll learn: – Why proactive selling is now the backbone of successful GTM teams – How to help “farmers” adopt hunter behaviors – How leadership anchors sales transformation across countries and cultures – The role of CRM and customer relationship management in finding new opportunities – How to sustain daily behaviors that make a new GTM model stick ⏱️ Timestamps 00:00 – Farmers vs. hunters: what proactive selling really requires 02:45 – Why GTM teams must evolve as markets shift and cash declines 05:02 – Changing behavior: leadership skills that fuel sales transformation 06:57 – Defining what you’re “hunting” and how different markets adapt 09:03 – CRM, customer relationship management, and uniting legacy teams 10:58 – Fishing in the lake vs. open sea: the GTM expansion analogy 14:45 – How to embed proactive selling into daily habits across 17 countries 💡 Key Takeaways – Proactive selling starts with clarity: define the opportunities before training behavior. – CRM discipline is essential for productivity, decision-making, and GTM alignment. – Leadership skills, encouragement, and early pilot successes drive cultural change. – Sales transformation succeeds when teams share wins, tools, and consistent messaging. – Expanding from core markets requires new products, new processes, and new mindsets. 👤 About the Guest Felipe Arancibia Coddou is the EVP of Sales & Marketing for Europe & LatAm at Loomis, where he leads commercial strategy across 17+ countries. He specializes in transforming traditional service organizations into proactive, opportunity-driven GTM teams and building structures that scale across diverse markets. Connect with Felipe on LinkedIn: https://www.linkedin.com/in/svp-felipe-arancibia/ If this episode sparked new thinking, share it with your team. 🎧 Subscribe for weekly insights on modern selling, leadership, and performance. 🔗 Explore more at www.globalperformancegroup.com