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Sales are the backbone of every successful business, and understanding how to build repeatable, scalable sales systems is key to sustained growth. The “Sales OStin. Sales Playbook” event, organized by Lucy Yaromenko (CPO and Co-founder of Big Sister AI) and Valentyn Yaromenko, brought together sales leaders and founders to explore what it takes to thrive in today’s dynamic market. Featuring insights from Kim Dang, Brandon Taylor, and Valentyn Yaromenko, the event focused on practical frameworks around automation, psychology, systems thinking, and data-driven sales.

Kim Dang: Automation Meets Psychology

🔑Key Takeaways:

• Automate to Scale: Kim emphasized that automation is essential, not optional, for growth. Using Kim's system, she shared success stories like Lani Dickinson, who grew from $1M/year in corporate to $100K/month in personal sales.
  
  
• Use Embedded Commands: Incorporating psychology, Kim demonstrated how simple sales scripts with embedded commands can increase conversion rates.
  
  
• Sales Funnel Simplification: She mapped a clear buyer journey — from ad to CRM pipeline — showing how tech stacks like Go High Level support consistent sales performance.
  
  

Kim Dang, Co-Founder of The eCom Capitalist, emphasized that successful sales start with systematization. 

“To make more sales, automating the sales process is essential.” 

She said, highlighting how automation allows entrepreneurs to focus on strategy rather than repetitive tasks. She showed how her “AP Sales Playbook” helped entrepreneurs like Lani Dickinson, a hospital executive who transitioned to making over $100K a month through a scalable sales system.

Kim also introduced the use of embedded commands as a subtle psychological tool during discovery calls. For example, asking questions like:

“So, would you say e-commerce is something you want as extra income?”

helps prospects become aware of their own needs, guiding them toward action.

Finally, she walked the audience through a simplified funnel: a coffee-themed ad, a landing page with a form, and a CRM pipeline (white-labeled from Go High Level). With structured processes and teamwork, Kim demonstrated that high-ticket sales can be built on surprisingly straightforward systems.

Brandon Taylor: Playbooks and the Power of Community

🔑Key Takeaways:

• Playbooks as Growth Engines: He encouraged companies to see playbooks not as manuals, but as essential sales systems for repeatable success.
  
  
• Tap into Existing Knowledge: “Every GTM problem has already been solved,” Brandon stated, urging teams to leverage community wisdom.
  
  
• Sales is Everywhere: He reframed sales as a universal skill, not a job title — from investor pitches to internal approvals.
  
  

Brandon Taylor, VP of ENT, MM, Partnerships & Alliances at CompanyCam, began with a simple truth: 

“Every go-to-market problem you're facing has already been solved by someone.” 

He urged sales leaders not to waste time reinventing processes when proven solutions exist within their professional communities.

Brandon stressed that everyone in a company is in sales, not just SDRs and AEs. CEOs pitch investors, marketers sell ideas internally, and even engineers must “sell” their vision in product meetings. Reflecting on his early days selling books door-to-door, he shared: 

“It was the hardest thing I’ve ever done — but also the most structured.”

A well-structured sales playbook ensures consistent, scalable success by defining clear processes, strategies, and feedback loops.

He also shared lessons from his experience growing a Dell business unit from $7M to $75M in eight years, showing how clear strategy, playbooks, and execution lead to compounding growth. Now, as an outsourced CRO, he audits businesses and identifies top growth levers based on 12 key drivers.

Val Yaromenko: Data-Driven Sales Performance

🔑Key Takeaways:

• Better Leads Over More Leads: Val challenged the “more leads” mindset, instead focusing on increasing conversion through skill optimization.
  
  
• AI-Powered Coaching: Big Sister AI acts as a “Jarvis for sales,” analyzing CRM data to provide dashboards, skills scores, and real-time coaching.
  
  
• Performance Metrics Like Sports Teams: Drawing inspiration from the NBA and MLB, Val emphasized measuring sales skills, not just outcomes.

Valentyn Yaromenko, Founder & CEO of Big Sister AI, opened with a humorous take: 

“I consider myself a true Austinite — I’ve lived here for over a year and take allergy pills every day.” 

Shifting gears, he addressed a key challenge for founders: how to increase revenue without simply chasing more leads. 

“Every game has its plays, rules, and players. But if you try to play without rules, the experience might not be as good as it could be,” he explained.

Val advocated for applying a “Moneyball” approach to sales — using skills-based data to assess reps’ strengths and weaknesses, just like pro athletes. Big Sister AI connects to CRMs, analyzes actions, and delivers three key outputs: a live dashboard, skill scores (like FIFA ratings), and AI-driven feedback that helps reps grow.

His vision? Salespeople should become “superhuman,” like Jarvis from Iron Man. 

“You don’t need to replace reps with AI — you need to upgrade them.”

🔑 Key Takeaways for Business Leaders

1. Automate to Scale: Simplify and accelerate sales with effective automation tools.
2. Use Psychological Techniques: Embedded commands and guided conversations increase conversions.
3. Adopt & Enforce Playbooks: Keep playbooks active, collaborative, and updated.
4. Apply Data-Driven Coaching: Track skills, not just results, for lasting improvements.
5. Collaborate Across Networks: Don’t reinvent the wheel — connect with experts.
6. Build Sales Resilience: Embrace setbacks as part of the journey.
7. Leverage AI Smartly: Use AI to augment, not replace, your sales team.

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Conclusion

Whether you’re a founder, sales leader, or CRO, the lessons from “Sales OStin. Sales Playbook” serve as a blueprint for building smarter, more scalable sales operations. From automation and psychology to playbooks and AI, each speaker offered actionable strategies to help you close better deals, faster.

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