Britta Lorenz, Leadership Coach, Mentor, & Consultant

Britta Lorenz is a leadership coach, mentor, and consultant. With her human-centric approach, she focuses on the 3 P’s – People, Purpose, and Performance. Moreover, Britta is the creator of the C²LEA²R framework for leadership. She is Partner at PDAgroup GmbH, focusing on Sales Enablement, and founded her company, Britta Lorenz – Be Human, to empower people on their journey to excellence. Britta supports all humans from initially identifying their purpose, values, and vision to synthesizing an action plan to influence change at all levels: individually, teams, and organizations. Her mission is to guide people to reach their potential by embracing human-centric approaches.


In the post-pandemic, so-called new world, sales companies need to be more human-centric and not purely data- and quota-driven. This means they must empower their employees with tools and resources for a successful future in which people buy differently than before because of changed buyer behavior. Also, leaders should embrace the power of emotional intelligence to empower their teams for high performance.

Compassionate leadership is essential in any organization, not only sales companies. But what is compassionate leadership?

Compassionate leadership is a leadership style that focuses on employees’ well-being and emphasizes their needs and emotions. It includes creating a supportive environment, providing constructive feedback, and showing empathy. 

When salespeople feel supported by their leaders, they are more likely to be engaged and perform at a higher level. Furthermore, compassionate leadership will help create a positive work environment that, again, is a key to high performance.

It is vital to ensure that the salespeople have the right tools and resources and provide them with guidance and coaching. 

They are essential for salespeople to be successful. Therefore, sales companies must ensure that their salespeople have access to the latest technologies that support their daily workflow and services to sell efficiently and effectively. Additionally, sales companies need to train their salespeople on how to use these tools and resources.

And this is where the human-centric approach to sales enablement comes into the game. And again, this is a high focus on the team’s needs. Sales enablement is a strategic initiative equipping salespeople with the knowledge, skills, and tools they need to be successful.

These strategic enablement initiatives are closely linked to the overall company goals. They include training programs and coaching sessions so every salesperson can work on developing themselves personally while also getting feedback from managers who will be able to guide any personal improvement initiatives forward in an efficient manner.

They provide content, sales and enablement collaterals, including case studies, benchmarks, blog posts, articles, and studies geared towards specific needs within different industries.

A human-centric, compassionate approach will also help to boost positive company culture. Culture is the set of values, norms, and beliefs that guide an organization’s behavior. It’s what makes a company unique and is reflected in how employees interact with each other and customers.

Positive company culture is one in which employees feel valued, respected, and motivated.

Fostering a positive company culture is essential not only for sales companies, for attracting and retaining top talent, as well as for improving customer satisfaction.


To succeed in today’s world with more uncertainty than ever, sales companies need to adapt their strategies to be more human-centric. This means ensuring that their salespeople are empowered with the right tools and resources through strategic enablement initiatives and that their leaders provide compassionate, authentic leadership to trigger high performance.

What do you think? Do you agree that a human-centric, compassionate approach is essential to thriving in today’s world?

You want to learn more about human-centric leadership or how to become a better leader. If you have any questions or want help getting started with your own Sales Enablement, I invite you to follow me on LinkedIn, Facebook, and Instagram, and visit my website for more info! I offer coaching and consulting services for individuals and organizations who are ready to take their leadership skills to the next level!

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