In this episode of Sales Leaders Talk, we introduce Linda Ristemi, Head of Business Development at Realpad. She’s a dynamic sales leader with an entrepreneurial spirit, unafraid of challenges or unfamiliar terrain. How does she build international sales teams, motivate reps, and combine analytics with a human approach? And what role does technology play in all of this? Discover the story behind her success.
Team and business organisation building
How did you approach building a sales team abroad? What were the main challenges and what determined success?
We looked for hunters – people who are not afraid to start from scratch and build something from nothing. The biggest challenge for this kind of field rep is being “alone” in the local market. They don’t have coworkers or office support nearby, and they don’t have the backing of a big brand like Microsoft. In a conservative industry like ours, a salesperson is also the marketer. That’s why deep, ongoing support is key – you really need to sit down with them and be present for the process.
What do you look for when choosing traders? What qualities must a great sales person have on your team?
We value entrepreneurship. We want salespeople who look for solutions, not excuses. We want energy and drive – qualities that represent our company in new markets. We reward great performance not only with attractive commission but also with flexibility and a high level of freedom.
How do you motivate and manage your team when you work with people in different countries? Do the same approaches work, or have you had to adapt your strategy by region?
Adapting the strategy to the region is a must in our industry. In some places, clients move slowly, so we need to create a sense of urgency. In others, it’s more about education before we can even begin the sales process. If our sales reps can work with these local differences while still following a consistent sales process, that’s the best kind of collaboration.
Business and personal travel
What do you enjoy most about the shop? And vice versa – what is the biggest challenge for you?
What I love is that the results of my work are visible and measurable right away. I can see the direct impact on the company’s growth. The biggest challenge is not letting the adrenaline take over – and not going crazy from it.
How did you get into the business? Was it a planned move or did experience or chance lead you to it?
It wasn’t planned at all. My career started in Customer Success, which is more about farming than hunting.
But then a new opportunity came up that included sales. I knew this was an area where I would have to grow the most, since I had no previous experience. And that was exactly what attracted me to it.
What approach to sales do you find most effective? Rather, systematic analytics or strong personal charisma of salespeople?
The most important thing is to really understand the client’s needs before trying to sell anything. We want to propose the best solution, even if that means they won’t use our full product. This builds trust, which is especially important when entering new markets. It also helps us avoid bad-fit acquisitions and sets realistic expectations from the beginning.
Technology and innovation
What technologies are you using in your sales process today? Are CRM, AI tools or other platforms key for you?
We see the biggest need for digital tools in lead generation. That’s why we started working with CloseRocket. We want our salespeople to have a system that continuously generates leads, instead of wasting time chasing bad contacts, broken emails, or time-consuming setups. This frees them up to focus on what matters most – high-quality outreach and working directly with clients. We also actively use HubSpot as our CRM.
How do you think business is changing under the influence of AI and automation? Do you think the role of the marketer will be different in 5-10 years?
I believe AI can free salespeople from repetitive tasks and allow them to focus on what AI can’t replace – building relationships, creating meaningful connections, and growing a personal brand. That’s our motivation behind implementing innovation. We want to reduce the admin load so our team can concentrate on what really matters.
Personal insight and vision
If you were starting over today and had the experience you have now, what would you do differently?
As a manager, I would spend more time in the field with the team. In sales, even small details and client concerns can make or break a deal – and you have to catch those early. You can only do that by being truly present, learning from each other, and inspiring each other for the future.
