SalesTechStar Interview with Penélope Lima, Global Head of Sales Strategy & Solutions and Head of Client Partnerships (Spain) at VDX.tv

Sales has always been a game of numbers. But to get those numbers in, every tactic and strategy has to be planned with the right data and goal in mind. Penélope Lima of VDX.tv weighs in with proven sales tips and best practices in this SalesTechStar Interview:

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Hi Penelope, what interests you most about Sales?

Hello! What I’m most passionate about in Sales is the direct connection with clients—understanding their needs and developing tailored products, solutions and strategies that truly fit their business objectives. Sales is not just about transactions; it’s about building value-driven partnerships and making a real impact.

Can you tell us a little bit about how you approach sales in today’s dynamic environment?

Sales today is a constant challenge due to the high number of providers, many of them offering nearly identical products, especially in the programmatic space. The key is differentiation. We focus on providing clear key differentiators to our clients, including original creative solutions, innovative products, outstanding customer service and KPIs that go beyond digital metrics to drive real brand impact. Standing out requires a mix of innovation, adaptability, and a relentless commitment to delivering value.

What should B2B SaaS sellers keep in mind in 2025 as they pursue growth and quota goals?

I believe SaaS sellers should focus on efficient AI technologies that allow them to automate processes, deliver customized strategies, and provide consultancy services. However, the key is to do this without losing sight of the client’s needs—ensuring retention and building long-term, trusted partnerships. Balancing automation with a personalized, human-driven approach will be crucial in 2025.

Read More: SalesTechStar Interview with Abhijit Mitra, CEO at Outreach

Take us through some of the salestech and revtech that you’ve often relied on to power your processes?

At VDX.tv, we develop our own in-house technologies and AI tools to optimize sales revenue. However, we also rely on external platforms such as Salesforce for CRM management and Looker for BI analytics, which help us make data-driven decisions and streamline operations.

A few top of mind challenges you see Salespeople still faced with despite having access to an array of salestech?

Ironically, the wide variety of technological services available today has made Sales work more complex. The more platforms we use to enhance efficiency, the more challenging it becomes to manage time effectively for client meetings, strategy development and consultancy. At the end of the day, the human factor remains the most powerful tool in the Sales world—technology should support, not replace, authentic client relationships.

Five salestech innovators and disruptors you’d like to shout out to before we wrap up?

Although we don’t work with many external salestech platforms, I find the work being done by companies like Gong, Clari and Outreach very promising. Their innovations in sales intelligence, revenue forecasting and engagement automation are shaping the future of Sales.

Read More: Aligning Sales Enablement with Modern B2B Buying Behaviors: Strategies to Drive Growth