Pete Hannah, VP of Sales at Object First: “It’s essential to embrace technology and to make that usage habitual”

You’ve probably heard the saying about eating your own dogfood, otherwise known as using your own products. We’re absolutely certain that Pete Hannah, VP of Sales at Object First, does exactly that – using the ransomware-proof and immutable out-of-the-box Ootbi hardware as backup storage – but here we want to know what other “dogfood” Peter and his team rely on.

For the idea behind this interview series, Pipeline, is to share the best practice from sales leaders in the technology industry. CRM being a great example. “Salesforce is indispensable,” Peter told us. Not just for tracking leads and managing relationships, but for integrating with marketing tools.

Plus, he added, “our new partner portal and gives us valuable insights into our customers, which is crucial when we’re educating prospects on the importance of immutable object storage in today’s constant threat of ransomware”.

With over 25 years of experience in the IT industry, including sales leadership positions at Netgear, TD Synnex and BT, Pete has a lot of experience to share (he’s also founder of Noima Consultancy). So whether you want to see how one VP of Sales keeps ahead, or are thinking of joining the industry yourself, keep reading for the full interview.

Related reading: Five CRM solutions for medium-sized businesses

Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

The most complex problem we address is the growing threat of ransomware attacks. Many organisations struggle with securing their data, especially when dealing with traditional backup systems that are vulnerable to someone having access to data.

By leveraging immutable storage, we offer solutions that ensure backups remain protected against ransomware. Our zero-trust approach gives us a significant edge in sales because we can confidently offer peace of mind to potential customers, knowing their critical data is immutable once stored. Educating customers on this game-changing solution is a key part of our sales process.

What is one sales tool you or your team can’t live without? And why is it so important?

Salesforce is indispensable. As we navigate complex B2B sales cycles, Salesforce provides us with features for tracking leads, managing customer and partner relationships, and ensuring that we have a clear view of our sales pipeline. It integrates with our marketing tools and our new partner portal and gives us valuable insights into our customers, which is crucial when we’re educating prospects on the importance of immutable object storage in today’s constant threat of ransomware.

Recommended reading: Protecting data in use is essential

When thinking of international expansions, how can technology help? What role can it play in developing and executing a strategy for commercial activities in a multinational context?

Technology is essential for navigating international expansion, particularly in Europe where product certifications and regulatory landscapes differ.

One of Object First’s biggest challenges was managing compliance across multiple regulatory processes in multiple countries, which can delay market entry. Investing earlier in compliance management platforms could have helped us streamline the certification process, anticipate roadblocks, and fast-track approvals.

Beyond compliance, CRM systems like Salesforce unify our customer interactions across different regions, ensuring consistent sales processes and customer experiences.

Technology should be seen as a strategic partner, not just in sales but in managing compliance and scaling operations globally, accelerating our time to market.

What advice do you have for those wanting to start a career in sales?

It’s important to develop strong communication skills. Learn how to listen to customer needs and issues on their timescale, not yours. Understanding the value of resilience. Sales is not just about pitching products; it’s about building relationships and creating value for customers.

It’s also essential to embrace technology and to make that usage habitual. Modern sales teams rely heavily on CRM platforms and data analytics – and on automation tools to track leads, manage relationships and personalise outreach. Familiarise yourself with these tools to give yourself a competitive edge. Understanding how to communicate complex technical solutions such as ransomware protection or immutable storage in simple terms can be a major advantage.

Finally, continuous learning is key. Sales techniques evolve, systems evolve, and so do the products and markets you’re working in. Stay curious, seek feedback, fail fast, learn from mistakes, and be willing to adapt.

In your view, how has the role of CRM software evolved over the last decade or so? What major breakthroughs stand out for you?

CRM software has evolved from being a mere repository for contact information into a dynamic platform that drives sales strategies and customer relationships. Over the past decade, CRM platforms have become more integrated with other business systems, providing a 360-degree view of the customer journey. 

The ability to seamlessly track interactions and deliver personalised experiences is invaluable, coupled with the integration of our partner portal has given us much greater insights into how our customers and partners interact with us.

Recommended reading: IBM: Mainframes and AI are a match made in heaven