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You are constantly striving to improve.  You are looking for practical tips you can apply to your daily work that will impact your performance.  You are looking for advice from professionals who do the work. You want to engage with professionals who have been in your shoes.

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The Find My Catalyst Podcast is published weekly.  We take listener questions at @catalystsale on twitter or hello@catalystsale.com via email.

Topics discussed - Revenue Operations, Customer Success, Goal Setting & Execution, Mindset, Performance, B2B Sales, Sales Training, Product Market Fit, Growth, Hiring, Recruitment, Sales Process, Business Acumen, Startups, Leadership.

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  2. Why Your Hiring & Onboarding Process is Broken – Christina Brady on Fixing It

Why Your Hiring & Onboarding Process is Broken – Christina Brady on Fixing It

Feb 27, 2025

Christina Brady is a sales leader, entrepreneur, and the CEO of Luster.ai, a company dedicated to measuring and improving sales proficiency through AI. With 18 years of experience in sales, she is passionate about fixing broken hiring and onboarding processes and enabling professionals to succeed. Christina is also the Chicago Chapter Head of Pavilion and serves on the executive team at Women in Sales.

Three Key Quotes from Christina Brady

  1. “If you don’t measure proficiency, you don’t know who you’re hiring, how to up-level them, or why they struggle.”
  2. “AI isn’t here to replace you—it’s here to make you better at what you do.”
  3. “Founders have ‘magic’ because they know the mistakes that have been made and the risks they’re willing to take. You can’t expect a new hire to replicate that.”

In this insightful conversation, Christina Brady discusses why hiring and onboarding in sales are fundamentally broken and how AI can transform proficiency measurement. She also breaks down the “founder magic” that makes transitioning from founder-led to AE-led sales so difficult. This episode is a must-listen for leaders looking to scale effectively.

5 Key Takeaways on Finding Your Catalyst

1. The Hiring Process is Fundamentally Broken

  • Companies often hire without a clear understanding of what makes a candidate successful.
  • The interview process is subjective, leading to mismatches between candidates and roles.
  • Relying on past success (e.g., quota attainment at another company) does not predict future success.

2. Onboarding Needs to Be Personalized and Continuous

  • Most onboarding programs are generic and fail to address individual deficiencies.
  • Employees are often left confused after onboarding, with no clear roadmap for success.
  • The best organizations move from "onboarding" to "everboarding," offering continuous training and development.

3. Measuring Proficiency is the Key to Success

  • Companies struggle because they don’t objectively measure proficiency at the skill level.
  • AI tools can now map skills, identify deficiencies, and predict performance gaps before they become issues.
  • Without measurement, companies rely on subjective “gut feelings,” leading to inefficiencies and lost talent.

4. AI is a Tool for Enablement, Not Replacement

  • AI should be used to enhance human capability, not replace it.
  • The right AI tools help sales teams avoid revenue-impacting mistakes before they happen.
  • Leaders must shift their mindset from fear to experimentation when adopting AI.

5. Founder-Led Sales is a Different Game

  • Founders have “magic” because they understand the product deeply and can flexibly adjust deals.
  • Expecting an AE to replicate a founder’s selling process is unrealistic.
  • The transition from founder-led to AE-led sales requires a structured process, proper tooling, and realistic expectations.

Final Thought

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