How can sales leaders strike a balance between authenticity and execution excellence? And more importantly, why does that balance matter more than ever?
In this panel discussion, we chat with Alina Vandenberghe, Co-CEO and Co-founder of Chili Piper, Kris Rudeegrapp, Co-CEO of Sendoso, and Evan Huck, CEO and Co-founder of UserEvidence, about what truly sets the best B2B SaaS companies apart. From building personal brands and unifying teams around a clear vision to navigating next-gen technology and AI, we explore how authenticity fuels GTM execution and drives lasting success.
Stepping into Your Authentic Voice as a Leader
In the age of AI, we can easily generate messages on-demand — sometimes it’s efficient to do so, like drafting quick emails or brainstorming ideas. But overusing AI-generated content can leave audiences feeling disconnected; people can often sense when words aren’t coming from a leader’s genuine thoughts.
“I was terrified of being a Chili Piper evangelist and being the face of the company,” says Alina. “The catalyst for me to be a lot more visible was realizing that I have no choice but to be who I am. Everyone is a lot more skeptical of people that show up with a script. But as leaders, we have to understand we’re going to be criticized no matter what, so I’ve learned to grow out of that uncertainty and start feeling comfortable with who I am.”
At the same time, being authentic doesn’t mean ignoring your company’s story or product evolution. The key is finding balance. Alina proves that authenticity can be powerful: 49% of Chili Piper’s pipeline is influenced by her social media posts. After she shares a post, her team analyzes the engagement and looks for overlaps with Chili Piper’s pipeline. She also encourages her employees to build personal brands, not just to drive pipeline in their current roles, but to raise their own professional visibility and increase their salaries in the process.
Authenticity is also reflected in how you interact with your employees and how you show up for your customers. “For me, that means staying involved in special projects and collaborating closely with my team,” says Kris. “Every year, I go on a customer roadshow where I meet with hundreds of customers in person. I also make a point of reaching out to about 10 to 20 percent of all prospects and participating in initiatives like CABs [Customer Advisory Boards] to maintain that personal connection.”
Authentic Leadership in GTM Execution
As AI inundates digital outreach — from email communications to texting and beyond, one of the best ways to connect with prospects and customers while being authentic is through events, account based marketing, and partnerships.
“You could spend four hours on an email, and they might not even read it,” says Evan. “But account based marketing and creating experiences is a great canvas to showcase your creativity. I look for channels where you can showcase the creative, authentic version of yourself in an interesting way.”
The bottom line? When you put yourself and your brand into the world in an authentic way, you attract the right people, create memorable impressions, and build trust.
Building a Culture Around Authenticity
Cultivating a genuine, people-centered culture means focusing on long-term goals rather than quick wins. Alina sums it up well when she says, “Culture is probably one of the areas that I pay the most attention to, because I am only as strong as the execution of my teams and their motivation.” She describes how her organization actively integrates AI agents into everyday workflows so teams can achieve more without feeling overwhelmed. “I’m focusing on a couple of areas. One is using AI agents for everything. AI agents are going to be pivotal to them expanding and not feeling overwhelmed or feeling that they can't achieve their goals.” She also points out that harnessing this technology isn’t optional: “We also make it a condition — if you want to get promoted, you have to show that you've been part of it, that you are interested in it.”
Alina’s team also believes in “being present with the customer, with their problems, but truly being there and helping, not just closing a quick deal or making a quick buck.” This matters because it not only helps build a culture of authenticity, it also enables her team to understand the customer perspective on a deeper level.
At Sendoso, Kris emphasizes the importance of uniting his GTM teams around a shared goal. “Having alignment around sales, marketing, and CX, and sharing a central metric like revenue is so crucial.” This way, everyone is working toward the same goal, breaking down the silos, and supporting each other along the way which creates a culture of accountability and authenticity. “I think that’s part of the culture, too, of reducing those silos between those departments and having them work together on that common revenue goal.”
In addition to building a people-centric culture and aligning your GTM teams around shared goals, it’s also important to balance professional growth and personal well being. “It’s about building a company where you can still live your life in a way that’s important,” says Evan. “You want to feel like you have some velocity and an upward vector in your career. And that comes from investing in training and development so that you feel that you’re getting better. If you have a solid group of people that stick around, you can accomplish impressive things.”
Closing thoughts
The main takeaway is this: running a successful business isn’t just about what you can achieve, it’s about making authentic connections that resonate. And as our panelists illustrate, balancing technology with the human element can help you take your business to the next level while building lasting, meaningful connections that drive growth.
