SalesTechStar Interview with Alberto Benigno, Chief Sales Officer at Wildix and Founder of Sales Elevate Lab

Alberto Benigno, Chief Sales Officer at Wildix talks about a few sales fundamentals that modern sellers should keep in mind to drive sales cycles in this SalesTechStar catch-up:

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Hi Alberto, tell us about yourself and your role at Wildix.

I’m Alberto Carlos Benigno, the Chief Sales Officer at Wildix. My journey in sales started unexpectedly, as a university student in Italy, I sold tickets to local clubs. Standing in the cold, convincing people to buy tickets over attending free events, taught me invaluable lessons about building trust, handling objections, and clearly articulating value. These foundational principles have been the bedrock of my career.

Over the years, I’ve had the privilege of holding sales roles at industry leaders such as Oracle, LinkedIn, and Gartner. Each of these experiences has provided a front-row seat to the ever-evolving sales landscape, sharpening my ability to craft strategies that drive scalable and sustainable growth while staying ahead of shifting market demands. At Wildix, I’ve applied these insights to lead initiatives that propelled the company to earn recognition in the prestigious Gartner Magic Quadrant and achieved a remarkable 36% year-over-year growth in global sales. These milestones reflect a commitment to delivering results that make a lasting impact.

At Wildix, I channel this expertise into crafting global sales strategies, empowering our teams and partners, and ensuring our solutions deliver exceptional value. The launch of the Sales Elevate Lab is a testament to our commitment to the sales community, providing practical tools and insights to help professionals thrive in today’s competitive marketplace.

Take us through the story behind Wildix’s Sales Elevate Lab and how it enables sellers.

The Sales Elevate Lab is the culmination of years of frontline sales insights. Too often, sales training is disconnected from the real challenges professionals face, leaning on generic theories that don’t prepare sellers for today’s complexities. We wanted to change that.

Designed specifically for the unique demands of UC&C sales, the Sales Elevate Lab blends leading sales methodologies with practical, battle-tested strategies. It’s built to equip sellers to connect authentically with customers, solve problems effectively, and drive results with confidence.

This program reflects our belief in empowering sellers through actionable, real-world insights rather than fluff. Whether you’re a new MSP or a seasoned enterprise sales leader, it’s about elevating skills quickly for tangible results.

What about UC&C sales are fundamentals that sellers should keep in mind, especially common fundamentals for anyone in B2B tech sales?

In UC&C sales, and B2B tech sales in general, the fundamentals remain rooted in trust, value and understanding customer pain points. However, UC&C adds layers of complexity because you’re often selling solutions that touch every aspect of a customer’s business, from operations to customer experience.

Key fundamentals include:
• Business Acumen: Speak the language of your customer’s industry and connect your solutions to their goals.
• Problem Diagnosis: Go beyond pitching features. Understand the cost of inaction and the long-term impact of the challenges they face.
• Consultative Approach: Be a trusted advisor, not just a salesperson.
These principles, combined with a strong grasp of the UC&C landscape, help sellers deliver tailored, impactful solutions.

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What about today’s state of sales training needs a complete transformation?

Traditional sales training often misses the mark because it relies on outdated methodologies or one-size-fits-all approaches. Today’s sales environment is faster, more digital and more complex than ever, yet many training programs fail to reflect this reality.

The biggest transformation needed is relevance. Training should mirror real-world challenges and be adaptable to the specific industry or product being sold. It should leverage technology like AI for personalized learning and focus on developing skills that make sellers stand out — such as consultative selling, digital-first engagement, and emotional intelligence.

Sales Elevate Lab addresses this gap by replacing fluff with hands-on, practical strategies that sellers can apply immediately.

What can sales leaders do more of to ensure onboarding of new sales reps and their training points are retained for the long term?

Retention starts with relevance and repetition. Sales leaders should focus on implementing several key strategies to ensure long-term success in training and development.

Firstly, personalized onboarding is essential. Leaders should tailor the onboarding process to align with the sales representative’s specific role and goals, while integrating real-world scenarios to provide practical context.

Secondly, ongoing training is crucial. Learning should be a continuous process that includes regular refreshers and advanced modules to keep skills sharp and relevant.

Thirdly, mentorship plays a vital role. Pairing new sales representatives with experienced mentors provides an opportunity to reinforce training through practical, real-world application and guided support.

Finally, leveraging technology can enhance the effectiveness of training programs. Tools like AI-driven insights and gamified platforms help make the learning process both engaging and impactful, ensuring knowledge retention and skill development over time.

Sales Elevate Lab takes these principles to heart, creating a learning journey that’s immersive, actionable, and impactful.

Can you share a few thoughts on the future of Sales and SalesTech and how training across these areas will be impacted with constant new tech innovations?

The future of sales is a blend of human connection and technology. Tools like AI and predictive analytics are transforming how we understand customers, tailor solutions and engage prospects. However, technology will never replace the human touch, it will amplify it.

Training must evolve to teach sellers how to leverage these tools effectively while honing the skills that make them irreplaceable: empathy, problem-solving and strategic thinking.

As technology evolves, the gap between those who adapt and those who don’t will widen. Programs like Sales Elevate Lab are designed to future-proof sellers by equipping them with both the foundational skills and the ability to thrive in an innovation-driven landscape.

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