Brian Sanford: Intentional Leadership in Dairy Tech

Join our champion program: [email protected] Attend a Thriving Leader event: https://www.themomentumcompany.com/thrivingleader2025 Instagram: @the.momentum.company LinkedIn: /momentum-companyIn this episode of the Intentional Agribusiness Leader Podcast, Mark Jewell sits down with Brian Sanford, National Sales Manager at smaXtec, to explore what it means to lead with intentionality in the dairy and ag tech industries. From building high-performing sales teams to balancing family life with professional growth, Brian shares insights on staying focused on “dollar productive activities” while cultivating a thriving culture and personal connections.Key TakeawaysDollar Productive ActivityBrian highlights how his early sales training around focusing on dollar-productive activities shaped both his professional and personal life. Whether closing sales or spending time with family, being intentional about high-value actions drives long-term results.CRM & Sales Process DisciplineDespite not being a “detail person,” Brian leans into CRM tools to manage opportunities, categorize customers, and keep sales teams accountable. He stresses that if you can keep all your prospects in your head, you’re probably not doing enough activity.Scaling Teams & Building CultureGrowing from 7 to 40 team members in just a few years, Brian explains the importance of cadences—regular meetings, onboarding processes, and tough conversations to ensure cultural fit. Creating a space where passion aligns with purpose is essential for sustained success.Intentional Family TimeFrom playing chess with his son to CrossFit dates with his wife, Brian describes how intentionality extends beyond business into marriage and parenting. Simple, consistent actions—like Mark’s “Daily Brief” practice with his wife—can have an outsized impact on relationships.Overcoming Challenges & WinsLeaving a long-term role in feed and forging into tech was one of Brian’s toughest decisions, but it led to new opportunities and career wins. He shares stories of closing dairies of vastly different sizes and how objections become lessons when leveraged correctly.Books That Shape LeadershipBrian recommends Unreasonable Hospitality by Will Guidara for transforming customer experience and Moneyball by Michael Lewis as a lesson in data-driven strategy and out-of-the-box thinking.Notable Quotes“What are you doing today that’s truly driving toward the results you want?” – Brian Sanford“If you can keep your sales leads in your head, you’re probably not doing enough activity.” – Brian Sanford“Sometimes the best thing you can do for culture is have the tough conversation: is this the right fit for you?” – Brian Sanford“Fear of letting go often costs more in money, time, and energy than the tough decision itself.” – Mark JewellAction StepsEvaluate your daily activities: are they “dollar productive”?Create intentional practices in your personal life (like shared activities or daily check-ins).Review your CRM discipline—are you documenting and leveraging your conversations effectively?Don’t shy away from tough conversations when scaling a team.Consider reading Unreasonable Hospitality and Moneyball to reframe customer experience and strategic leadership.Listen If You AreA sales leader in agriculture or ag techAn entrepreneur growing a high-performing teamA professional balancing leadership with family lifeSomeone looking to refine both business and personal intentionality