Attending HubSpot's INBOUND conference in September 2023 was a pivotal moment in my entrepreneurial journey. For me, it wasn’t just about the exciting events or networking opportunities—it was about planting seeds for the future of my business. The conference became a mirror, reflecting the gaps in my approach and the potential for growth, direction, and impact.
As I navigated 2024, I realized that the insights I gained at INBOUND were just the beginning. Implementing those lessons came with tough decisions—some of which challenged my revenue and comfort zone. Yet, they were necessary to build the foundation for the future.
This year (2024) has been one of transformation, marked by bold moves, new learnings, and moments of humility. As I reflect on the journey, I want to share the eight lessons that have shaped my path and, hopefully, inspire other entrepreneurs to embrace growth and resilience.
1. Standing on Your Brand and Values
One of the hardest lessons I learned this year was the importance of standing firm on my values, even when it wasn’t the most profitable decision. In 2024, I shifted my approach to sales training—moving from event-based, high-level sessions to a more objective-based model that delivers measurable outcomes.
This decision led to a 45% drop in revenue compared to the previous year. While the financial impact was significant, I knew it was the right move for the long term. I had to prioritize foundational strength over short-term gains. It’s never easy to say no to immediate revenue, but aligning with my vision and creating a sustainable structure for my business has been worth it.
2. Listening to the Market
For a long time, I resisted being labeled as “the HubSpot guy.” While I appreciated that clients associated me with HubSpot, I often felt that it overshadowed my broader capabilities in sales enablement, leadership training, and team development. After some reflection, I realized that this label wasn’t a limitation but rather an opportunity.
Through HubSpot, I have been able to help clients address deeper business challenges. Two key instances stand out: one where a Jamaican client jokingly referred to me as “the HubSpot guy” during a call, and another where a prospect initially viewed me only as a HubSpot reseller. Both of these moments prompted me to rethink how I position my services. By embracing this niche, I have been able to build trust and expand my offerings beyond HubSpot. In fact, because of it clients have referred me to other clients and it has become a main source of repeat business which has given me the ability cross-sell other services. This can only come from the results/value clients received after the work we were able to do through HubSpot.
3. Building a Team and Navigating Cultural Differences
2023 post after INBOUND2023
This year, I took a leap and began building a small team to align with my vision. The process has been both rewarding and challenging. One of my team members is a young salesperson new to the field, while two others are based in Nigeria and bring technical expertise to the table.
Working with a diverse team has taught me the importance of patience and adaptability. For instance, one of my Nigerian team members often takes a more technical approach to problem-solving, which, while effective, can sometimes be time-consuming.
Teaching him how to streamline his processes while respecting his methods has been a growth moment for both of us. Similarly, training my young salesperson has required balancing the need for results with understanding their learning curve and personal challenges. These experiences have underscored the value of empathy and leadership in building a cohesive, aligned team.
4. Leveraging Technology to Enhance Customer Experience
Technology has been a game-changer in how I deliver value to clients. While my sales training focuses on frameworks and methodologies, I’ve started integrating tools like AI, email marketing, etc. to make sessions more engaging and impactful. For example, I use email marketing and landing pages during and after training to nurture clients and reinforce key concepts.
This approach has led to increased engagement and better outcomes. Clients often reach out with follow-up questions, and I happy for that because it lets me know that it is impacting them in some way and they are reflecting the material. By blending technology with an objective-based model, I am creating an ongoing journey for our clients. This approach aligns with my desire to focus on teaching in the future.
5. Adapting to Feedback and Market Trends
While I didn’t receive direct feedback that triggered a shift in my approach, I noticed a trend: increased engagement from leadership teams. These conversations revealed gaps in middle management—a critical layer for sales performance. Addressing these gaps became a natural extension of my work.
By focusing on people, processes, and technology, I’ve been able to position my training as a practical solution to these challenges. I have simplified my training approach to focus on specific challenges rather than overwhelming clients with excessive information or assuming that all attendees have the same issues. This strategy has not only helped me grow as a consultant, but it has also opened more doors and deepened my relationships with clients.
6. Patience as a Leadership Superpower
Patience has been one of the most valuable lessons I’ve learned as a leader. Whether guiding a team member through a challenging task or supporting them during personal struggles, patience has been essential for fostering trust and growth. One memorable moment was when a team member reached out to share a personal challenge. Knowing they felt safe enough to do so reaffirmed the importance of creating a supportive environment.
Similarly, I’ve learned to be patient with clients, especially when introducing new methodologies. Allowing them to see the value of an approach over time has strengthened relationships and demonstrated my commitment to their success.
7. Learning from Partnerships
Members of the Black HubSpot Owners Community at INBOUND23
The HubSpot community has been an incredible source of inspiration and learning. I’ve seen fellow partners make bold decisions, such as requiring clients to fully commit to HubSpot before working with them. Watching successful organisations like HubSpot evolve—even when it meant fallout—has given me the confidence to make difficult but necessary changes in my own business.
These lessons have reinforced the importance of staying true to your vision, even when it’s uncomfortable. If large organisations can take risks to align with their values, so can smaller businesses like mine.
8. Balancing Change and Revenue
Shifting to an objective-based sales training model hasn’t been without its challenges. Earlier this year, I turned down two potential clients because their expectations didn’t align with my approach. While it was difficult to walk away from revenue, I knew compromising my vision would have long-term consequences.
Lyndon I think what you are doing is different, and fills a space that I'm not sure most people know they need. - Director Marketing Agency
On the flip side, I’ve also had clients embrace this model, leading to measurable results. For example, one client’s leadership team saw incremental improvements in team alignment after implementing our tailored training. These moments reaffirm that staying true to your principles pays off, even if the journey is longer.
My Final Thoughts
2024 has been a year of transformation for me and my business. It’s taught me the importance of standing firm on my values, listening to the market, and embracing change—even when it’s uncomfortable. Building a team, leveraging technology, and learning from partnerships have all played a role in shaping this journey.
To my fellow entrepreneurs, my message is simple: listen to your market, stay true to your brand, and never stop evolving. Growth isn’t always linear, and the road can be bumpy, but the lessons you learn along the way will build the foundation for lasting success. And remember—your impact begins with you, one person at a time.
Where are you in your journey? Share your thoughts in the comments.
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