Building Sales Systems That People Trust

When Shannon Havard stepped into the COO role at Overstory Media Group, she didn’t take over a clean playbook or a well-oiled machine. 

What she found was something many leaders will recognize: 
A growing organization with strong talent and real potential, but without the systems or structure to support the next stage of growth. 

There was sales activity, but no rhythm. A Customer Relationship Management (CRM) system, but no clear KPIs. 
Plenty of ambition, but not the structure to match. 

In Episode 14 of Driving Growth, Shannon shares how she helped turn that potential into progress. Not by blowing things up, but by building a sales strategy and go-to-market system rooted in real leadership and practical action. 

And for traditional businesses that want to grow intentionally, her approach is a blueprint worth following. 

1. Sales strategy starts with structure 

The first thing Shannon did wasn’t flashy. It was foundational. 

She built the scaffolding of the sales strategy that could support growth, because even the best teams can’t succeed without a shared system. 

Her first moves included: 

• Establishing KPIs everyone could rally around 
• Creating consistent, visible reporting 
• Ensuring tools like the CRM were being used the right way 
• Clarifying roles, expectations, and accountability 

“You’re building the organizational structure and driving revenue at the same time. But you can’t do that with roadblocks in the way.” 

Whether you’re leading a large team or a lean one, it’s the same principle: 
You can’t scale what you can’t see. 

2. The human side of leadership matters more than ever 

One of Shannon’s biggest strengths is how she leads in complex situations: 
with honesty, clarity, and calm. 

She didn’t ask for instant trust, she earned it through consistent action. 

“It’s not about being liked. It’s about being trusted. And you can only get that by showing people who you really are.” 

Authentic leadership isn’t soft. It’s strong. 
It gives people something steady to lean on when things get uncertain. 
And it builds the kind of culture where people stick around and grow. 

3. Remote teams still need real connection 

Leading a hybrid team brings its own challenges. But Shannon made it a priority to keep people connected. Not just to the goals, but to each other. 

Her approach: 

• Be transparent with performance and direction 
• Create space for team members to ask questions and contribute 
• Meet people where they are — virtually and in person 
• Acknowledge the wins, even the small ones 

“Trust doesn’t just happen. You build it. And you build it by being consistent, present, and fair.” 

No matter the environment, people want to feel seen. 
Systems help but leadership makes it stick. 

4. Forecasting isn’t about being right — it’s about leading well 

Forecasts aren’t promises. They’re not about getting the number perfect. 

But as Shannon shared, they are about taking responsibility. 

When she stepped into her role, there was no baseline. No clear model. So she built one. Not to predict the future with 100% certainty, but to give the team a shared understanding of what success could look like. 

“Maybe the forecast was too ambitious at first. But if you’re looking at it every week, you’re adjusting. You’re learning. You’re leading.” 

A forecast gives people something to hold onto. It helps a team move forward with purpose, even if the path changes. 

For leaders, it’s not about being right all the time. 

It’s about showing your team that you’re paying attention, that you’re adapting, and that you’re leading with intent. 

5. Build systems that let people grow 

Shannon isn’t building a company around herself. 
She’s building one that can thrive long after she’s moved on. 

That means: 

• Coaching team members up, not just managing them 
• Sharing knowledge freely 
• Empowering people to own outcomes 
• Creating systems that support great work, not control it 

“My goal is that when I step away, the people here feel stronger, more capable, and ready for what’s next.” 

That’s the difference between a short-term fix and long-term growth. 

Final thought: the best sales strategy is built to last 

If you’ve ever felt like your sales operation is running on effort instead of rhythm, this conversation is for you. 

You don’t need to overhaul your team. You don’t need to chase the latest tactic. 

You need to: 

• Define the right metrics 
• Lead with consistency 
• Make results visible 
• Connect with your team 
• Build systems that support everyone, not just leadership 

That’s how you create a sales strategy and a go-to-market strategy that can scale. 

And that’s how you build a company people believe in. 

Want more insight like this? 

Listen to my full conversation with Shannon Havard on Driving Growth or