In this LinkedIn On the Road video, Craig Silver, Sales and Digital Transformation Lead for Strategic Accounts at PA Consulting, shares how a strategic, personalized approach can make technology work harder for sales teams. Take a look below for an overview of the video!
What have you noticed about changes in the last few years in companies approach to digital transformation?
Craig Silver explains that digital transformation is no longer just about adopting new technology—it’s about leveraging processes and behavioral change to drive meaningful results. At PA Consulting, they take a strategic approach to technology adoption, ensuring tools are integrated effectively rather than used for the sake of innovation.
What has worked well for you in addressing that differences in comfort and skills level within an organization?
PA Consulting relies on CRM as the foundation for managing opportunities, contacts, leads, and activities. Supporting technologies like Outlook, Sales Navigator, and LinkedIn enhance their strategy, but success isn’t just about having the right tools—it’s about using them in the most impactful way for each individual.
Simply having technology isn’t enough; teams must be trained and supported to use it effectively. PA Consulting provides expert-led training, 1:1 coaching, and bite-sized learning sessions to help their sales teams integrate technology seamlessly. Their goal is to empower consultants with insights that help them ask better questions, build stronger relationships, and engage with clients at the right time.
How do you get a user to understand the value of this journey?
Craig emphasizes the importance of tracking progress through dashboards and key KPIs. Measuring where the business is now and where it’s headed ensures strategic growth. Small behavioral shifts, when measured and analyzed, help demonstrate the value of technology and drive long-term success.
Looking ahead, what do you think is going to be the key driver/ change the most over the next couple of years?
It's not just about saving time, although that's valuable. The future is about focusing on the next best action. With technology, it's about asking, "What can I do next to improve myself?" and "What can I explore that we haven't considered before?" Tools like AI will help us look ahead and focus on what truly matters.
“Yes, time saving is a great way to measure success, but you only get to the true value if you use that time in the right way and actually prove that technology is helping you with a deal,” he says. “What can I do next that will better myself? What will make sure we’re looking at things we’ve never looked at before? How can technology help us focus on the right things?”
-Craig Silver
What is the one piece of advice that is crucial from your experience in sales in a digital transformation space?
Craig’s biggest piece of advice: ask questions and gather feedback. No single technology is a perfect solution, so ongoing conversations with users are critical. Understanding their challenges and adapting solutions accordingly ensures digital transformation efforts are truly effective. Without continuous feedback and refinement, even the best tools won’t drive real change.
To dive deeper and watch the full On the Road series video, check it out here! We'd love to hear your thoughts—feel free to share any comments or takeaways below! 
