# Sales Is No Longer A Numbers Game | Tom Stearns & Peter Cleary - 2006

Page: https://stenobird.com/podcast/the-sales-evangelist-745326/sales-is-no-longer-a-numbers-game-tom-stearns-peter-cleary-2006
Text version: https://stenobird.com/podcast/the-sales-evangelist-745326/sales-is-no-longer-a-numbers-game-tom-stearns-peter-cleary-2006.md
Podcast: [The Sales Evangelist](https://stenobird.com/podcast/the-sales-evangelist-745326)
Published: 2026-05-29T10:00:00+00:00
Episode link: https://thesalesevangelist.com
Audio file: https://pscrb.fm/rss/p/clrtpod.com/m/episodes.captivate.fm/episode/18f2e88e-7b08-443d-b503-9ceb83b5946a.mp3
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Duration seconds: 2429

## Resource

Sales has changed dramatically in the age of AI, but success still comes down to having the right strategy. That's why I sat down with Tom Stearns and Peter Cleary, co-authors of Graphic Sales: How to Build a Prospecting Playbook. They shared how sales teams can move beyond vanity metrics and build a data-driven prospecting process that helps reps focus on the right opportunities and generate better results. Meet Tom Stearns and Peter Cleary Tom Stearns and Peter Cleary are the co-authors of Graphic Sales: How to Build a Prospecting Playbook, a book designed to help sales professionals build more effective prospecting strategies through visual storytelling and practical frameworks. Tom is a consultant who has worked with companies across dozens of industries, helping sales teams improve performance through data-driven prospecting. His work focuses on building prospecting playbooks, analyzing sales metrics, and helping organizations identify the behaviors that lead to consistent results. Peter previously served as a Director and Senior Director of Engineering. He believes great salespeople focus on solving business problems and that success comes through collaboration and teamwork. Together, Tom and Peter combine sales strategy, data analysis, and real-world business experience to help organizations create more focused and effective prospecting processes. Building a Strong Ideal Customer Profile One of the biggest lessons from this discussion is the importance of knowing exactly who you should be selling to. The best way to build an Ideal Customer Profile (ICP) is by studying your most successful customers. Look at the clients who stay the longest, get the best results, and genuinely enjoy working with your company. From there, you can identify the traits that predict s…

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## Transcript

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