There’s that saying that the greatest obstacle to progress isn’t ignorance but the illusion of knowledge. While that might hold a kernel of truth, in the ever-evolving space of sales and marketing, it’s often not what we don’t know that trips us up—it’s what we think we know that just isn’t so.
Recently, Adrian Newman, President of Numero Uno Web Solutions, sat down with Paul Hicks, a senior consultant at Switchgear, to peel back the layers of modern leadership, the age-old tug-of-war between sales and marketing, and the looming shadow of AI over genuine human connection.
Adrian isn’t just another interviewer tossing out scripted questions. As the head of an SEO company championing small and medium-sized businesses across Canada, he brings a wealth of real-world experience to the table. His candid insights and probing questions turned the conversation into more than an interview—it became a meeting of minds discussing the depths of today’s business challenges.
Act First, Think Later?
One of the most compelling points Paul made was challenging the conventional wisdom of “thinking before acting.” He argues that teams don’t think their way into new ways of acting; they act their way into new ways of thinking. It’s a nuanced distinction but a powerful one. Too often, companies get bogged down in endless planning—PowerPoint presentations that look good but never leave the boardroom. Meanwhile, frontline teams are left to interpret and implement these grand strategies with little guidance.
Adrian’s experience with small businesses echoed this sentiment. In the SEO field, algorithms change overnight, and waiting for the perfect plan can mean missed opportunities. Both he and Paul emphasized the importance of making teams comfortable with discomfort. Change isn’t easy, and the first attempt at something new is rarely perfect. But without action, all the strategizing in the world amounts to nothing. It’s about earning the opportunity to try, fail, and eventually succeed.
Sales vs. Marketing: The Unending Duel
We’ve all seen it—the silent war between sales and marketing. Sales teams complain that marketing doesn’t understand the real challenges on the ground. Marketing counters that sales isn’t effectively utilizing the tools and messaging provided. Paul sheds light on this age-old conflict, pointing out that the real issue is a lack of dialogue.
Sales teams are the early detection system. The sooner we get customer insights to the organization, the better the outcomes. – Paul H
Adrian brought his own insights here, noting how bridging this gap at Numero Uno Web Solutions is crucial for delivering effective SEO strategies to clients. In large organizations, silos are almost inevitable. But Paul recounts his experience with a small company of just 30 people where daily 30-minute stand-up meetings between sales and marketing made all the difference. They reviewed metrics, shared insights, and most importantly, communicated. The result? A cohesive strategy where both teams worked towards the same goals.
Sales and Marketing: Bridging the Great Divide
Key Issue | Sales Sees It As | Marketing Sees It As | The Bridge |
Understanding Challenges | “Marketing doesn’t get what we’re up against.” | “Sales isn’t using what we give them.” | Open, regular conversations to align perspectives |
Messaging and Tools | “These materials don’t help us in the real world.” | “They’re not following the strategy.” | Co-create tools and messaging together |
Communication | “We’re left out of the loop.” | “We don’t know what sales needs.” | Daily or weekly stand-up meetings to share insights |
Goals and Metrics | Focused on hitting immediate targets | Aiming to build long-term brand value | Unified KPIs that balance short- and long-term goals |
Ownership of Results | “We get blamed when leads are lacking.” | “Our efforts are wasted if sales doesn’t convert.” | Shared accountability for successes and setbacks |
Feedback Loop | Rarely asked for input on campaigns | Seldom hear how initiatives perform | Establish a continuous feedback process |
The Leader’s Dilemma: Letting Go
Perhaps one of the most relatable topics Paul and Adrian touched on was the struggle leaders face in delegating. The “no one can do it as well as I can” mentality isn’t just a bottleneck; it’s a business risk. Paul recounts working with executives who became the choke point in their organizations because they couldn’t let go.
You can’t be the single point of failure. If everything has to run through you, the business risks falling apart when you’re not there. – Paul H
Adrian shared his own challenges in scaling Numero Uno Web Solutions. Initially, he found himself wanting to handle every client interaction and every strategy session. But he realized that for his business to grow, he needed to trust his team. The solution? Leaders need to be the last to speak. By allowing team members to voice their ideas and solutions first, leaders can empower their teams and often discover better solutions than they could have devised themselves. It’s about shifting from being the hero of the story to the mentor.
AI and the Human Touch
As we hurtle towards 2025, the role of AI in business is impossible to ignore. Paul acknowledges the efficiency and scalability that AI brings but warns against losing the human element. Automation can handle functional tasks, but emotional intelligence—empathy, genuine connection—is irreplaceable.
Adrian nodded in agreement, noting how SEO and digital marketing are increasingly influenced by AI, but the need for authentic, engaging content remains paramount. Paul shares an anecdote about an AI sales development representative capable of holding five- to eight-minute conversations with customers. Impressive? Absolutely. But without authentic messaging and human oversight, we’re just amplifying mediocrity.
Looking Ahead: The Future of Leadership
Both Adrian and Paul envision a future where emotional intelligence takes centre stage. The leaders of tomorrow need to bridge generational gaps, adapt to rapidly changing technologies, and most importantly, maintain authentic connections with both their teams and customers.
The emotional side of leadership—connecting with employees and clients—is becoming more essential as functional tasks become automated. – Paul H
The conversation isn’t just another business interview; it’s a call to action. It’s a reminder that as we navigate the complexities of modern business, the solutions often lie not in grand strategies but in simple truths: communicate, act, and never lose sight of the human element.
By weaving together Paul’s insights with Adrian’s real-world experiences, we’re reminded that the core of successful leadership lies in our ability to adapt, communicate, and connect. As we approach 2025, these lessons are not just relevant—they’re essential.
Key Takeaways:
- Action Over Analysis
- Bridging Sales and Marketing
- Leadership Through Delegation
- Embracing Emotional Intelligence
- Preparing for the Future
For those interested in diving deeper into this insightful discussion, you can watch the full interview on YouTube: “Interview with Paul Hicks (Switchgear Consulting): Preparing Your Business for 2025 “.
