Redefining your sales, GTM and growth in the Human + AI age.
Our mission: to help your sales, marketing and go-to-market teams find growth by harnessing both AI acceleration and human advantage.
Who is Sales Redefined?
Sales Redefined is the award-winning, ROI-driven go-to for Human + AI in sales, marketing and go-to-market teams. We build capability and high performance across your revenue teams and partner ecosystem.
We've built our reputation by being like a dog with a bone for results: we don't stop until we see impact.
We've unlocked over $500M+ AUD in revenue for clients and returned over 2,065% ROI on lead generation campaigns.
Our clients Portwest generated $9M AUD in net new pipeline in 30 business days, and Cater Care cut one workflow from weeks to under 45 minutes with a Human + AI approach, both through our post-session Execution Challenge.
Sales Redefined at a glance:
WHO:
Founded by Abbie White.
Based in North Sydney, working across APAC and internationally.
WHAT:
High-performance commercial teams and Human + AI capability for sales, marketing and go-to-market teams.
Our Story
Sales Redefined was founded by growth strategist, keynote speaker and executive advisor Abbie White.
She started her sales career at IBM UK during the Global Financial Crisis, then transferred to IBM Australia, taking on the role of National Sales Manager within the hardware division to grow a $100M business unit.
Abbie started Sales Redefined in 2017 with a mission to redefine sales. It's evolved since, and after COVID disruption, she rebuilt it, using the turbulence as an opportunity. She's no stranger to embracing change and thriving in disruption.
Today, her focus is high-performance commerical teams and Human + AI: helping sales, marketing and go-to-market teams use AI where it accelerates revenue, and keep the human advantage where it wins deals.
Sales Redefined has worked with Fortune 500 and ASX 200 companies including HPE, Commonwealth Bank of Australia, Deloitte Digital and Qantas.
Abbie has lived and worked across APAC, UK, USA and Switzerland.
Our Values
Human advantage, AI acceleration.
We believe the winners augment human + AI for the competitive advanage. They know where to lean into AI and where the advantage is deeply human.
Continuous 1% improvement.
We're always trying to be even 1% better today than we were yesterday. We care about the details.
Experiment and learn constantly.
What worked yesterday won't work today. We're always testing new strategies, including with AI, and actively learning from a constantly shifting business landscape.
Accountability and proactive action.
We believe in ultimate responsibility for everything we do. We raise the bar and make it happen.
What do our clients say?
Practical, sharp, and genuinely actionable. The team love hearing from you and have adopted so much of your content. Your positive influence on our team is immeasurable.
2degrees
NEW ZEALAND
KEYNOTE & WORKSHOP
Each session was purposefully crafted and expertly delivered, equipping sales and product teams with the knowledge and tools to elevate their performance and impact.
ANZ
GO-TO-MARKET LEAD
PARTNER PROGRAM
The projects/prompts I've built since the program have already saved us so much time and money, and I can genuinely feel the difference every single day. I've cut subscriptions and outsourcing I no longer need.
LEANNE, CEO OF AN AUSTRALIAN SMALL BUSINESS
HUMAN + AI CAPABILITY
Work with us
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