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Leading in the Age of AI (artificial intelligence).
Sales Enablement and Strategy Expertise
Bridging Digital Innovation and Business Strategy
Technology-Driven Insights for Sales Excellence
Navigating Digital Transformation and Strategic Alignment
Empowering Digital Mastery Across Organizations
- Orchestrating Cross-Functional Impact for Growth
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Dr. Brian Lambert
With over two decades of experience at the intersection of sales enablement, technology, and digital transformation, Dr. Brian Lambert is a renowned authority in helping organizations thrive in today’s AI-driven economy. He specializes in developing go-to-market strategies, aligning technology with sales and marketing efforts, and empowering organizations to navigate the complexities of digital innovation.
Dr. Lambert has redefined sales enablement through his Digital First, Jobs Second philosophy, which prioritizes digital mastery as the key to long-term success in the evolving marketplace. His Agility Selling Sales Methodology and co-authored sales competency framework provide sales professionals with the tools to excel in a world driven by big data, AI, and cloud-based solutions. This innovative approach helps organizations streamline sales processes, leverage digital tools, and enhance buyer-centric strategies.
A thought leader in organizational behavior and change management, Dr. Lambert emphasizes the critical role of aligning behavioral systems with digital transformation initiatives to boost revenue performance. His work empowers organizations to integrate new technologies and adapt to rapidly shifting customer expectations, ensuring they remain competitive in an ever-changing digital landscape.
Dr. Lambert has played a pivotal role in assisting startups and Fortune 500 companies alike by providing strategic sales enablement, leadership training, and keynote addresses tailored to the technology and SaaS sectors. His expertise has been featured in leading industry publications, including Forbes and MarketWatch, where he offers insights on how SaaS companies can utilize digital transformation and advanced sales techniques to maintain a competitive edge.
Through practical, executable strategies, Dr. Lambert continues to help companies remove barriers to sales success and take charge of their digital transformation journey. His deep understanding of AI, big data, and digital transformation makes him an invaluable asset to organizations aiming to stay ahead in the digital age. Whether through designing high-impact sales curricula or driving cultural change, Dr. Lambert’s methodologies empower businesses to unlock growth, maximize sales effectiveness, and lead with digital mastery.
Strategy - Technology - Performance
Brian Lambert is a visionary leader with deep expertise in strategy, technology, and human performance. Over his career, he has successfully led organizations through six key domains, from Air Force operations to AI-driven transformation. He specializes in breaking down silos, using AI and digital tools to enhance efficiency, collaboration, and performance across B2B sales, HR, and enablement.
His innovative work in digital transformation has transformed how companies operate, aligning them with their digital goals and enabling them to thrive in a rapidly evolving world. With extensive experience in B2B selling, sales enablement, and product innovation, Brian Lambert’s strategies have driven business growth, optimized human capital, and reshaped industry standards.
By leveraging AI-driven decision-making and strategic insights, Dr. Lambert continues to guide businesses toward building dynamic, agile ecosystems that are prepared for the future. His forward-thinking approach ensures organizations not only adapt to change but lead with digital mastery and innovation in an AI-powered world.
With a proven track record at the intersection of technology and selling, community building, operations, GTM strategies, and executive leadership, Dr. Lambert has consistently driven success in fast-paced, competitive environments.
Driving Sales Through Technology: Dr. Lambert’s expertise in integrating AI, Big Data, and SaaS development into sales strategies has consistently propelled B2B organizations to lead in digital transformation. His innovative use of NLP and data analytics directly impacts sales and marketing performance, driving measurable business outcomes.
Sales Enablement Impact: By architecting and deploying advanced sales enablement platforms, Dr. Lambert has significantly reduced ramp-up times for sales teams, increased productivity, and delivered data-driven insights that empower sales professionals to achieve faster results and higher revenue growth.
Building Impactful Communities: Dr. Lambert has created thriving global professional networks by founding international non-profits. These communities drive brand loyalty and advocacy, leading to stronger market positioning and increased customer engagement. His ability to build these ecosystems has delivered powerful network effects that expand influence and deepen connections with target audiences.
Crafting Value-Driven Messaging: Dr. Lambert’s expertise in developing clear value propositions and strategic messaging has consistently improved brand differentiation and market positioning. His approach ensures that B2B products and services align with the real needs of the market, driving higher engagement and accelerated growth.
Driving Operational Efficiency: Dr. Lambert has led high-impact initiatives that have re-engineered workflows and streamlined learning and development (L&D) processes, resulting in significant improvements in operational efficiency and service quality. His approach ensures that organizations operate at peak performance, with measurable outcomes in productivity and cost reduction.
Precision Leadership: Drawing on his background as a United States Air Force Officer, Dr. Lambert applies military-grade precision to operations, enhancing performance quality across organizations. His leadership in managing large-scale programs and optimizing resources under high-pressure conditions has delivered exceptional results in strategic planning and team performance.
Accelerating Market Penetration: Dr. Lambert’s leadership in go-to-market (GTM) strategies and product innovation has driven faster and more successful market entries, ensuring products align with evolving market demands. His strategic guidance in SaaS product development has consistently resulted in revenue growth and expansion into new markets.
Cross-Functional Impact: By effectively leading cross-functional teams spanning product, sales, and marketing, Dr. Lambert ensures seamless collaboration across all stages of the product lifecycle. This approach not only improves customer experience but also drives product-market fit and sustained business growth.
Strategic B2B Growth: Dr. Lambert has successfully translated CEOs’ growth agendas into actionable enablement and go-to-market (GTM) strategies, driving sustainable business growth and ensuring a competitive advantage in the marketplace. His strategies align business objectives with market realities, accelerating impact.
Empowering Executive Leadership: Through his thought leadership and strategic insights, Dr. Lambert equips executives and B2B leaders with the frameworks and tools needed for informed decision-making. His guidance supports long-term goals, ensuring that companies are positioned to capitalize on market opportunities and future growth.
Learn about Brian’s High-Profile Clients and Projects:
Microsoft
Building a modern sales organization
Avalara
Global sales leadership development
Symantec
Global sales leadership development
Cisco
Enablement operating model for growth
Starbucks
Developing B2B sales motion
AMEX
New Hire Training for Digital Age
Macy’s
Accelerated New Associate Onboarding
Consult Brian on these types of Questions:
- What is the impact of AI on knowledge workers?
- How do we engineer value and communicate it in the digital age?
- How do we accelerate digital transformation while managing resistance?
- What is the future of work in an AI Age?
- How do we help people feel more connected, productive, and supported in a hybrid work environment?
- How can organizations leverage AI and data to stay competitive?
- What skills are essential for thriving in the digital-first economy?
My In-Person Reach:
23
Countries
10,000+
People
8+
Industries
My Journey:
Explore my transformative journey, where the exciting combination of technology and strategy reveals endless possibilities. I hope you’ll join me in this vibrant business landscape filled with innovation, valuable insights, and practical strategies designed for success in today’s ever-changing world. Share my experiences as I deep dive into innovative solutions and forward-thinking insights honed through extensive practical knowledge and an unwavering commitment to achieving greatness.
Thank you for letting me explore the fascinating relationship between technology and strategy, enabling you to navigate towards remarkable growth and success. I believe this is an exciting adventure, and each stride brings you closer to unlocking your full capabilities in the dynamic world of commerce.
A Career Built for the Digital Age and Beyond
I’m outlining these phases to show how each stage of my career has uniquely prepared me to lead in the digital age and beyond. Through six phases, I’ve integrated people, processes, information, and technology to create customer-centric strategies. This journey has built my expertise in AI, digital transformation, and organizational performance, positioning me to guide organizations into the future with digital mastery and innovation.
1
Leadership and Collaboration Stage
(1995 – 2001)
With over 20 years of experience in the SaaS industry, I specialize in driving sales, technology, and digital transformation. Here’s how I help technology companies excel in today’s digital economy:
Expert in Organizational Behavior, Big Data, and Change Management
I offered strategic insights that aligned with fast-paced industry changes, helping businesses adapt and thrive.Go-To-Market Strategy Development
My strategies accounted for the rapid evolution of the technology industry, focusing on how digital innovations impacted marketing and sales.Sales Enablement Focus
I transformed training, marketing, and sales operations to align with SaaS and digital transformation, ensuring readiness for rapid change.Agility Selling Sales Methodology
I developed this approach to simplify B2B sales in technology, empowering sales teams to leverage digital tools and big data for success.Global Thought Leadership
Through keynotes, leadership programs, and sales curriculums, I guided both Fortune 500 companies and startups, earning recognition from Forbes, MarketWatch, and top industry groups.Practical, Real-World Solutions
My frameworks weren’t just theoretical—they delivered results by improving sales dialogues, boosting effectiveness, and driving business growth.
Throughout my career, I helped companies not only adapt to digital transformation but also lead the way in redefining professional selling in a tech-driven world.
2
B2B Selling and Sales Management Stage
(2002 – 2008)
In this phase of my career, I focused on transforming B2B sales through strategic insights and innovative selling techniques. It was a period of significant growth, where I not only led but reshaped sales teams and their approach to sales management, sales coaching, and talent acquisition.
Transforming B2B Sales Strategies
I challenged traditional sales methods, introducing creative selling strategies that reshaped how teams approached B2B sales.Sales Team Leadership
As a leader, I shifted teams from passive approaches to active, results-driven methods, focusing on strategic account development and customer relationship management.Building a Sales Culture
I fostered a sales culture centered on deep process knowledge and sales coaching, ensuring talent acquisition aligned with long-term business goals.Achieving Record Growth
My teams consistently exceeded targets, setting new standards for success in the B2B sales industry, and developing lasting relationships with key clients.Impact on Sales Methods
The success of my work went beyond immediate results, establishing a new standard for effective B2B selling through a blend of insight, innovation, and execution.
During this part of my work, I saw the power of having a strategic vision and devising new ways to implement it in B2B sales. This laid a solid foundation for the next phase—my Analyst and Ph.D. stage. The reason I pursued a Ph.D. was to communicate value at scale because, ultimately, it takes an ecosystem to drive transformative impact with prospects, buyers, and customers.
3
Forrester Analyst and Ph.D. Stage
(2009 – 2014)
Next, I entered a phase that focused on research, strategy, and applying the scientific method to transform B2B sales. This period was defined by deep analysis, innovation, and setting new benchmarks for success.
Emphasis on Research and Scientific Method
I applied a rigorous, research-driven approach, using the PhD scientific method to challenge traditional sales strategies and develop new, data-backed solutions.Transformation in B2B Sales
I led a shift from conventional sales methods to innovative, results-driven strategies, focusing on strategic account development and customer relationship management.Creation of a New Sales Culture
My focus was not just on changing tactics, but on building a culture that prioritized strategic thinking, deep process knowledge, and long-term customer relationships.Breakthrough Achievements
The success of my teams wasn’t just measured in numbers; we established new industry standards and exceeded previously unachievable goals, driving growth and strengthening key business partnerships.Long-Lasting Impact on Sales Methods
Our innovations in B2B sales became a blueprint for effective selling, setting new benchmarks and demonstrating how research-based insights could transform the sales landscape.
This phase solidified my expertise in strategic vision and innovation, laying a strong foundation for my next chapter: the Human Resource and Talent Enablement Stage.
4
Human Resource and Talent Enablement Stage
(2015 – 2021)
The next phase of my career took me into the HR and Talent Enablement space, where I delved deeply into human behavior and cognitive science. My goal was to transform global HR practices and talent development strategies by leveraging a profound understanding of human cognition.
Global Consulting Impact
I led consulting projects across 23 countries, reshaping how organizations approached talent enablement and transformative communication strategies worldwide.Innovative Approach to Human Behavior
Using the intricacies of human behavior as my foundation, I introduced new frameworks to enhance talent development and improve communication within organizations.Advanced Communication and Training Tools
I utilized cutting-edge tools to revolutionize training delivery, making complex cognitive insights accessible and actionable for HR professionals and business leaders.Authorship and Thought Leadership
During this time, I authored critical works on competency and skills development for revenue enablement, now widely regarded as essential resources for HR and leadership teams.Shift in HR Practices
I focused on aligning talent strategies with organizational goals, emphasizing the human side of performance metrics and moving beyond traditional HR practices.Transformational HR Outcomes
My work led to new heights in performance management and talent development, fostering a deeper understanding of how to harness human potential for organizational success.
This phase marked a pivotal transformation in my career, merging academic rigor with practical applications. My journey through HR and Enablement not only redefined how businesses view and utilize their greatest asset—their people—but also prepared me for the next chapter, where technology, strategy, and human performance intersect. This transition set the stage for my future work aligning human capital with organizational transformation on a global scale.
5
Product Development, Marketing, and Messaging Stage
(2022 – 2028)
During my current stage, I’m focused on blending market research with innovative product development, guiding companies toward more effective engagement with their audiences. The strategic fusion of marketing insights and transformative product development practices defines the era.
SaaS Product Development and Launches
I have taken on pivotal roles in building and launching SaaS apps, ensuring products are designed to meet market demands and resonate with buyers.Compelling Marketing Messaging
Crafting effective marketing messages that connect with buyers and solve their key challenges is central to my strategy, driving engagement and ensuring market success.Revenue Growth and Buyer Engagement
Leading marketing campaigns and product launches has not only boosted buyer engagement but also delivered significant revenue growth by aligning product strategies with market needs.Transformative Market Strategy
My work has redefined how marketing and product strategies are executed, ensuring that products reach the right audience and foster meaningful connections beyond the transactional level.- Big Data and Strategic Insights
By harnessing the power of big data, I’m guiding companies to make more informed, data-driven decisions that enhance overall performance and uncover new growth opportunities. Expertise in Digital Marketing and CRM Tools
My expertise has expanded to include digital marketing strategies, CRM systems, and sales tools for more effectively entering competitive markets.Impact Across Industries
By reshaping marketing and product strategies, I’ve ensured that companies connect with their target audiences in a way that drives engagement and market share growth.
Currently, I’m deeply engaged in the strategic integration of AI, big data, and messaging to drive organizational transformation and performance improvement. My primary focus is on leveraging AI to break down silos, enhance decision-making, and streamline business operations.
By combining the lessons from my Marketing and Product experience with the latest advancements in AI and big data, I’m helping companies revolutionize problem-solving and capitalize on new opportunities in today’s rapidly evolving business landscape.
6
Artificial Intelligence and Organizational Behavior Stage
(2022 – Beyond)
As I look toward the future, my mission is to lead a global movement toward Digital Command, where individuals and organizations achieve digital mastery and digital maturity to thrive in the AI-driven world. From 2029 to 2035, this vision will be anchored in the AI and Organizational Performance Era, where digital-first strategies take precedence and jobs are reshaped by the power of AI and technology.
Digital First, Jobs Second
The future belongs to those who prioritize digital skills over traditional roles. The Digital First, Jobs Second philosophy emphasizes the need for digital fluency as the foundation for success in the AI era. Mastering digital tools is essential for securing future jobs, as those who adapt will drive innovation and create new opportunities.Digital Command and Mastery
I will continue to promote the concept of Digital Command, a framework that empowers individuals and teams to achieve digital mastery. By focusing on digital maturity, organizations can break free from outdated practices and position themselves as leaders in AI-driven decision-making and technology integration.AI-Enhanced Organizational Performance
The future will see a seamless collaboration between humans and AI to drive productivity, innovation, and responsible technology use. My work will involve deploying AI productivity tools, developing governance frameworks, and ensuring ethical AI deployment to enhance organizational performance.Breaking Down Barriers and Fostering Collaboration
One of my primary goals is to eliminate silos within organizations, fostering cross-functional collaboration between AI and human intelligence. This approach will ensure that departments work together toward common goals, driving agility and adaptability in fast-changing markets.Strategic AI and Customer-Centric Transformation
Leveraging AI to understand better and meet customer needs will be at the forefront of this journey. AI-powered insights will help businesses tailor their strategies, ensuring that products and services evolve alongside customer expectations.
This era will not just be about AI and organizational performance; it’s about setting a blueprint for the future where digital mastery, human creativity, and technological innovation converge. Businesses will become more connected, flexible, and capable of adapting to the ever-evolving demands of their customers and markets. By embracing Digital Command, individuals and organizations will be equipped to thrive in the AI-driven world, ensuring that technology serves as a force for opportunity, growth, and sustainable value creation.