The 3X Seller: How AI Moves the Constraint in Sales

Give Your Sellers Their Time Back. Then Put It With Buyers.

AI can do almost everything. It cannot replace your sellers. It can give them back their time.

Today a seller spends only 20 to 30% of the week with customers. The rest goes to research, proposals, and administration. AI can return more than 540 hours a year to every seller. The question is what your team does with those hours.

Most organizations will push them back into more outreach. The better answer is to put sellers where only a human creates value. That means being in front of customers, diagnosing the Impact, and staying through delivery. As pricing moves to usage and outcomes, this matters more. The close no longer secures the revenue. It starts it.

In this session, Jacco van der Kooij, Founder & CEO of Winning by Design, introduces the 3X Seller. He will show what the 10x engineer teaches about a constraint that keeps moving, why the middle of your sales team holds the biggest growth opportunity, and the path from skills to agents to workflows. The technology is ready. This session is about making sure your team is too.

You will learn:

• Why sellers spend only 20 to 30% of their week with customers, and how AI returns more than 540 hours a year
• What the 10x engineer teaches about a constraint that keeps moving
• Why the middle of most sales teams is the largest growth opportunity in the business
• How usage and outcome-based pricing changes where a seller creates value
• Why seller readiness decides what AI will amplify
• The three-stage path from 1X to 3X: skills, then agents, then workflows
• How the Bowtie and SPICED form the foundation, with one customer record and one codified process

Who Should Attend?

This session is for CROs, sales leaders, and the enablement and RevOps teams who support them. It is built for leaders who want AI to put their sellers in front of more buyers, not behind more screens.