Written by Gal Deitsch – Co-founder and CPO @ Aligned
Introduction
I’m thrilled to share some exciting news: Aligned just won G2’s ‘Top Sales Software 2025’ Awards! And I don’t mean in the Digital Sales Room, but the entire sales software space, underscoring a major shift in our industry—Buyer Enablement is finally taking center stage. And that’s exactly why we founded Aligned: to help sellers break free from sales-centric playbooks and tactics that make them miss quota and truly serve their buyers’ needs.
But before I dive into what this award means and how Aligned can help you, let me share a bit of my own story—one that led me here, to building Aligned alongside my co-founders.
My Journey: Designing a Better Way to Buy
I started my career in sales and eventually became a Sales Director at Syte. There, I led a team that achieved 300% of our annual quota. This wasn’t because we discovered some magic pitch or stuck to the old “always be closing” approach—quite the opposite.
We realized that the best way to accelerate revenue was not by “selling” harder but by removing friction in the buying process. We shifted focus from our steps to our buyers’ steps. We stopped chasing, pressuring, and spamming. Instead, we built a process that made it easier for customers to buy—streamlining resources, timelines, and conversations.
Along the way, I noticed a recurring gap: It’s easy to hire salespeople who know how to hustle, pitch, and follow a checklist, but very few know how to be truly helpful to their buyers. As a result, deals got stuck in endless email threads, with multiple stakeholders confused and champion buyers burning out. I saw that the biggest wins came from turning chaotic sales cycles into simple buying experiences.
This realization inspired me to co-found Aligned. Together with my amazing co-founders—Yotam Sela, and our CEO, Gal Aga—we set out to build a platform that fixes this broken B2B buying journey. The rest, as they say, is history.
The Problem: We’ve Been Solving for Sellers, Not Buyers
A quick glance at most sales processes and tools reveals a glaring truth: we’ve historically focused on internal needs. We ask questions like:
- “How can we ‘hack’ personalization at scale?”
- “How can our AEs run the ‘easiest’ steps to close?”
- “How do we enforce every step for a clean forecast?”
- “How do we help reps send more content, faster?”
While these questions can boost productivity, they don’t always make us more effective. Why? Because only our buyers decide how they want to be sold to—and most of them have grown tired of complicated, seller-centric approaches.
So if our “how” is broken, doing *more* of it won’t fix anything.
The Shift: Outward-Focused Sales Teams Win
In contrast, top-performing revenue teams are asking entirely different questions:
- “How can we hack relevance so no one ignores us?”
- “How can our AEs run the easiest steps to buy?”
- “How do we build flexibility for each unique buyer?”
- “How do we help reps equip champions & buyers?”
They have understood the real quota problem:
Sales can’t be complex—only buying can.
Deals die when we make it too hard to buy:
- When 11 stakeholders can’t reach consensus
- When the buying process feels like a tangled spaghetti bowl
- When critical info is buried in 50 emails, 21 PDFs, and 3 Loom videos
- When champions show up unprepared at budget scrutiny
A confused buyer opts for “no decision.” An unhelpful seller gets ghosted.
Why Buyer Enablement Matters (And Why We Built Aligned)
Here’s the cold, hard truth: 69% of sales teams missed their 2024 quota, and 75% of buyers now prefer a seller-free experience. Armed with AI and short attention spans, they’ll definitely choose an easier path if you make the buying process cumbersome.
That’s where Aligned comes in. We built a digital platform designed to simplify the buying process and empower the people at the heart of every deal: your buyers and champions. The results have been clear—accelerated sales cycles, higher win rates, less chaos, and more transparency.
Celebrating Our G2 ‘Top Sales Software 2025’ Award (EXCLUSIVE OFFER)
This award from G2 is more than just a badge—it’s a powerful sign that Buyer Enablement is leading the next wave in B2B sales. It’s a testament to teams everywhere who are fed up with outdated “pushy sales” tactics and ready to embrace a smarter, outward-focused approach.
We want to extend a massive thank you to all our customers, users, and partners who have supported us on this journey. Without you, Aligned wouldn’t be where it is today.
A Special G2 Free Plan—Just for You
To celebrate this milestone (and to help you solve for deal complexity and true sales effectiveness), we’re launching a special G2 Awards Free Plan. You’ll get 5x more free rooms to manage—and win—all your Q1 pipeline.
Activate your 5x Free Rooms now »
Join Us on This Journey
Thank you for being part of our story as we pioneer Buyer Enablement. None of this would be possible without you—our customers, subscribers, and partners who believed in us. A special thanks to our amazing team and my unstoppable co-founders, Yotam Sela and Gal Deitsch, for making Aligned what it is today.
Written by Gal Deitsch – Co-founder and CPO @ Aligned,
where he helps transform B2B sales from a confusing tangle of internal steps into a streamlined journey for buyers. A former Sales Director who led a team to 300% annual quota attainment, Gal’s passion lies in building products that remove friction and deliver delightful buying experiences.
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