Jeremey Donovan on Data-Driven Sales Insights | CRO Better Ep #03

CRO Better Ep #03: Data-Driven Sales Insights

In the third episode of of CRO Better, RevPartners CEO Brendan Tolleson sits down with the EVP of RevOps at Insight Partners, Jeremy Donovan, to discuss the importance of a data-driven approach in sales and hiring practices, market trends affecting sales productivity, the need for effective onboarding, and how candidate profiles are evolving in response to changing work environments.

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5 Minute Rundown:

The Power of Data-Driven Hiring Decisions

Hiring success isn’t about gut instinct, it’s about using data to make smarter decisions. Companies that rely on structured hiring processes, standardized scoring, and clear evaluation criteria consistently outperform those that make decisions based on "feel."

Implementing a data-driven approach means identifying traits that correlate with success, testing for them rigorously, and making hiring more predictable. While many companies still rely on informal and unstructured interviews, the best performers treat hiring as a science, not a guessing game.

The ICCE Framework: A Playbook for Hiring Success

Great sales hires are built on a solid foundation. The ICCE framework (Intelligence, Character, Coachability, Experience) provides a structured approach to evaluating candidates. Intelligence ensures problem-solving ability, character speaks to resilience and work ethic, curiosity signals a hunger to learn, and coachability ensures adaptability in a fast-changing sales environment.

Experience is important but not always the top predictor of success. Companies that focus on hiring for these traits, rather than just resumes, tend to build more durable and high-performing sales teams.

Why Sales Productivity Has Been Declining (and How to Fix It)

Sales teams today struggle to hit quota, and the numbers prove it. A combination of over-hiring, poor training, and excessive role specialization has led to lower productivity across the board. Many reps lack full-cycle sales skills because they’ve been siloed into narrow roles, making it difficult for them to develop into well-rounded sellers.

The solution? Companies need to rethink hiring, train reps to handle multiple stages of the sales process, and create systems that allow them to work more efficiently rather than just throwing more people at the problem.

The Importance of Structured Onboarding and Training

Hiring great people is only step one, it's what happens after that determines long-term success. The best companies don’t just bring people in and hope they succeed; they have structured onboarding and ongoing training that ensures reps ramp up quickly and continue improving.

Companies that lack clear playbooks, deal review processes, and training programs see higher turnover and underperformance. A disciplined approach to onboarding, where reps learn not just the product but also how to generate pipeline and close deals effectively, leads to higher long-term productivity and retention.

How the Best Companies Build Long-Term Sales Talent

Some companies are known for consistently producing top-tier sales talent. These organizations focus on structured development, internal promotions, and long-term growth rather than constantly hiring externally. They invest in strong onboarding, ongoing skill development, and leadership training, ensuring their teams stay competitive.

An emerging trend among high-performing companies is hiring STEM graduates for sales roles, leveraging their analytical and problem-solving skills to navigate complex sales cycles. Instead of chasing quick wins with flashy hires, these companies build durable sales teams with strong foundational skills.