From Farmers to Hunters: Proactive Selling for Modern GTM Teams

Proactive selling is no longer optional - it’s the engine behind every modern GTM transformation. In this episode, we unpack how teams shift from reactive account management to a hunting mindset built on focus, discipline, and smart customer relationship management.

Harry Kendlbacher sits down with Felipe Arancibia Coddou, EVP of Sales & Marketing for Europe & LatAm at Loomis, to explore what it takes to transform long-standing “farmer” models into opportunity-driven teams. They discuss cultural change, CRM discipline, leadership skills, and how to navigate a shrinking core market while expanding into new customer segments.

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You’ll learn:
– Why proactive selling is now the backbone of successful GTM teams
– How to help “farmers” adopt hunter behaviors
– How leadership anchors sales transformation across countries and cultures
– The role of CRM and customer relationship management in finding new opportunities
– How to sustain daily behaviors that make a new GTM model stick

⏱️ Timestamps
00:00 – Farmers vs. hunters: what proactive selling really requires
02:45 – Why GTM teams must evolve as markets shift and cash declines
05:02 – Changing behavior: leadership skills that fuel sales transformation
06:57 – Defining what you’re “hunting” and how different markets adapt
09:03 – CRM, customer relationship management, and uniting legacy teams
10:58 – Fishing in the lake vs. open sea: the GTM expansion analogy
14:45 – How to embed proactive selling into daily habits across 17 countries

💡 Key Takeaways
– Proactive selling starts with clarity: define the opportunities before training behavior.
– CRM discipline is essential for productivity, decision-making, and GTM alignment.
– Leadership skills, encouragement, and early pilot successes drive cultural change.
– Sales transformation succeeds when teams share wins, tools, and consistent messaging.
– Expanding from core markets requires new products, new processes, and new mindsets.

👤 About the Guest
Felipe Arancibia Coddou is the EVP of Sales & Marketing for Europe & LatAm at Loomis, where he leads commercial strategy across 17+ countries. He specializes in transforming traditional service organizations into proactive, opportunity-driven GTM teams and building structures that scale across diverse markets.
Connect with Felipe on LinkedIn:   / svp-felipe-arancibia  

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