Developing our sales leaders: Sam’s story

At Vesta Software Group, investing in people is at the heart of how we build successful businesses and develop future leaders. One example of this commitment is our Sales Leadership Programme, a 12-month development journey designed to equip high-potential sales professionals with the skills, confidence and network needed to take the next step in their careers.

In this spotlight, we speak with Sam Purssell, the Head of Commercial at Hellenic Systems, who recently completed the programme. With five years’ experience in B2B SaaS sales and a further four years in B2B FMCG sales, Sam brings a wealth of commercial experience to his role. Alongside his professional career, he has also been completing a BSc (Hons) in Business-to-Business Sales through a work-based degree apprenticeship, graduating in December 2025.

Reflecting on his experience, Sam shares how the programme challenged his thinking, strengthened his leadership approach and connected him with a valuable network of peers from across the Vesta portfolio.

Before joining the programme, what aspect of sales leadership did you find most challenging, and has your perspective on that changed since completing it?

I used to feel uncomfortable having difficult conversations and receiving critical feedback. Since completing the programme, I’ve developed significantly in these areas. I now try to reframe the purpose behind those conversations and see them as constructive, rather than taking them personally. That shift has made a real difference to how I approach leadership.

The programme brought together participants from across Vesta’s portfolio companies. What did you learn from your peers that you may not have been exposed to within your own business?

One of the biggest benefits was hearing practical, day-to-day solutions to real sales challenges. There were decades of experience in the room, and being able to learn directly from people facing similar situations in different businesses was incredibly valuable.

Was there a conversation, exercise or piece of feedback during the programme that genuinely changed how you think about leadership?

The first session really stood out for me, particularly the Insights personality types questionnaire. It was similar in style to a Myers-Briggs assessment and explored individual traits such as introversion versus extroversion, and thinking versus feeling. It helped me better understand my own leadership style, but also how different people communicate, respond and make decisions.

Many sales professionals are promoted because they’re high performers. What did the programme teach you about the difference between being a successful salesperson and being a successful sales leader?

For me, the key difference is a shift in focus. As a salesperson, your attention is naturally on your own pipeline and performance. As a sales leader, the focus moves towards lifting and enabling the people around you, helping the team perform at their best and creating the right environment for others to succeed.

Since completing the programme, what’s one thing you’ve deliberately changed in how you coach, motivate or develop your team?

I’ve made a conscious effort to better understand individual personalities within the team and adapt my communication style to suit their preferences. I’m also trying to understand what motivates each person, so I can get the best out of the team in a way that feels authentic and supportive.

Have you seen any measurable impact, whether in team performance, collaboration, customer relationships or employee development, as a result of applying what you learned?

The face-to-face sessions always left me energised and full of ideas to take back into my business unit. They gave me a renewed sense of focus and encouraged me to initiate change, whether that was inspired by the course content itself or by the countless discussions with peers throughout the day and over dinner. That energy and shared learning has definitely influenced how I approach my role and my team.

Looking back, what part of the programme stretched you the most, and why was that important for your growth as a leader?

Self-reflection was probably the most stretching part. The personality types questionnaire and emotional intelligence assessment really laid bare both strengths and areas for development. Discussing those openly in a group setting was challenging, as it’s natural to want to protect your abilities and achievements. But bringing those walls down was also incredibly rewarding. It helped me identify areas to keep improving, while also recognising that weaknesses can be worked on and developed over time.

Vesta talks about developing the next generation of leaders within its portfolio. How did participating in this programme reinforce that commitment for you personally?

Committing to a 12-month training programme is a significant investment for any business. The quality of the content and delivery throughout the course has been second to none, with up-to-date models, theories and references supporting everything we covered. I’ve felt genuinely valued and invested in as an individual, which I’m truly grateful for. It has made me feel that my development journey has been recognised and supported by the group.

How has the programme influenced your ambitions for the future, both for your team and your own career development?

The programme has strengthened my ambition to empower and grow my team, and to continue building a high-performing sales and marketing function. It has also given me greater confidence in my own development journey and has encouraged me to keep pushing that ambition forward.

If you had to sum up the biggest value of the Sales Leadership Programme in one sentence, what would you say?

The biggest value for me has been building a strong support network of commercial leaders across the Vesta portfolio.

Build your future with Vesta

At Vesta Software Group, we’re committed to helping our people grow, develop and reach their full potential. From leadership programmes and mentoring opportunities to professional qualifications and ongoing career development, we invest in creating an environment where talented individuals can thrive.

If you’re looking to build a rewarding career with a company that values learning, growth and long-term success, we’d love to hear from you.