Sales tech isn’t just changing—it’s exploding. The old days of spreadsheets and cold calls are giving way to smart systems that connect every part of the business cycle. Thomas Homsi has watched this transformation from the front lines as Global Sales Team Lead at Whitefriar, where he helps companies leverage technology to close more deals with less effort.
Fixing Sales Tech Misuse
Companies love buying new sales tools. The problem? Most don’t know how to use them properly. “A great sales culture starts with the right tools and training,” says Thomas, who’s seen too many businesses invest in expensive tech only to abandon it months later. “Make training a continuous process, not a one-time event.” This gets to the heart of what makes sales tech work—or fail. Fancy dashboards look impressive in boardroom presentations, but without proper implementation, they’re just expensive digital paperweights. Thomas takes a harder line on this than most. When working with clients across the US, Europe and Asia, he insists that tools must solve actual problems. “We solve three major issues: time, cost, and outcome,” he explains. “Executives don’t have time for lengthy meetings, they need cost-effective solutions, and most importantly, they need guaranteed results.”
Connecting Everyone to Revenue
The biggest mistake companies make? Treating sales tech as something only the sales department uses. “Sales isn’t just a responsibility of a sales team – it’s every department,” Thomas points out. This isn’t just talk. At Whitefriar, marketing teams use the same customer data as sales reps. Product developers track how features translate to closed deals. Support staff see upsell opportunities. The tech makes this possible, but culture makes it work. “They should understand how their work impacts revenue and how we all get to keep getting paid,” notes Thomas. When the accounting team can see how their invoice timing affects cash flow, or when engineers understand which features actually drive sales, something changes in the company DNA. This connection creates accountability in places most businesses never consider. “A sales-driven culture thrives on accountability and results,” he adds.
The Digital Reputation Factor
Sales doesn’t happen in a vacuum anymore. Before a prospect ever talks to your team, they’ve researched you online. “Your digital reputation is just as important as your real-world achievements,” Thomas says bluntly. “Those who control their narrative attract the best opportunities—while those who ignore it risk being defined by others.” This is where modern sales tech goes beyond CRM. Smart systems now track sentiment analysis, monitor social mentions, and help build credibility before the first meeting ever happens. “LinkedIn is a dating resume where you are telling the world how great you are,” Thomas explains with characteristic directness. “But Google pulls all the information on you online and tells a story. Do you like the story it tells? Is it going to get you where you want to go?”
Despite all this technology, Thomas still believes sales fundamentally comes down to trust between people. “The new currency in business is all about being seen, being known, and being trusted,” he explains. Modern sales tech should enhance this human connection, not replace it. That’s why the best systems don’t just track calls made or emails sent—they measure relationship depth and trust-building activities. They help salespeople understand what matters to each prospect. “A sales-driven culture isn’t about pushing people to sell,” Thomas insists. “It’s about creating an environment where every employee understands their role in driving growth.”
Celebration Drives Adoption
One thing most tech implementations miss? The celebration piece. “Celebrate wins, big or small,” Thomas advises. When smart systems automatically recognize achievements—a rep’s first deal, a department hitting its targets, a support team’s fast resolution time—it creates positive reinforcement loops. These small moments add up to major cultural shifts. People start seeing technology as something that highlights their success rather than just monitoring their activities. “A well-crafted online presence signals authority,” Thomas notes. The same goes for internal systems that recognize contributions across departments. Recognition builds authority, authority builds confidence, and confidence closes deals.
Between advising companies on sales culture and driving global growth at Whitefriar, Thomas continues proving that the right technology paired with the right mindset creates unstoppable momentum. His approach bridges the gap between cutting-edge tools and the timeless principles of human connection and trust.
For more insights on building effective sales cultures and implementing technology that drives revenue growth, connect with Thomas on LinkedIn or visit his website.
