Episode 476: Bringing Humanity Back to Sales: Jamie Crosbie on Mindset, Purpose, and Proactive Talent Strategy
In this episode of Making Sales Social, Brynne Tillman sits down with Jamie Crosbie, founder of Proactivate, TEDx speaker, and author, to explore how authentic connection, mindset, and purpose drive sales success.
Jamie shares her revolutionary approach to recruiting top sales talent—moving beyond reactive hiring to proactively identify candidates who thrive on grit, curiosity, and growth. Learn how her behavioral interview methods, focus on mindset, and integration of AI transform traditional recruitment while helping leaders inspire peak performance in their teams. Whether you’re a sales leader, recruiter, or aspiring professional, this conversation uncovers actionable strategies to hire better, reduce turnover, and lead with impact.
View Transcript
Jamie Crosbie 00:00
I think, Brynne, it really is about bringing humanity back into the process. It’s not about pushing your message. It’s about authentic connection, curiosity, and impact—helping others transform what they do in some way.
Bob Woods 00:19
Welcome to the Making Sales Social podcast, featuring the top voices in sales, marketing, and business. Join Brynne Tillman, Stan Robinson Jr., and me, Bob Woods, as we each bring you the best tips and strategies our guests are teaching and using, so you can leverage them for your own virtual and social selling. Brynne, welcome to the show.
Brynne Tillman 00:42
Welcome back to Making Sales Social. I’m thrilled to have my guest, Jamie Crosbie, founder and chairwoman of Proactivate, a company known for its innovative approach to connecting organizations with elite sales and marketing talent. We actually just came off a Women’s Sales Expert Summit together, and I realized, what you do is magic for sales teams and leaders. We need to talk about it on the podcast.
Jamie is also a global keynote speaker, TEDx presenter, and three-time author focused on peak performance and purpose-driven leadership. With over two decades of experience in sales, recruiting, and executive leadership, Jamie brings a unique perspective on how mindset and talent strategy intersect to drive sustainable growth. Hi, my friend.
Jamie Crosbie 01:37
I’m so glad to be here with you.
Brynne Tillman 01:40
Oh my gosh, I’m thrilled. I’ve known you for a long time, but it took this summit for me to really understand what you do. Your model is exactly what’s needed. I’m excited for my network to know more. Before we dive into your talent philosophy, we ask all our guests the same question: what does Making Sales Social mean to you?
Jamie Crosbie 02:18
I think, Brynne, it’s about bringing humanity back into the process. It’s not pushing your message—it’s authentic connection, curiosity, and impact, helping others transform what they do in some way.
Brynne Tillman 02:39
I love that, especially the word “transform.” In business, we’re constantly transforming and innovating. That ties perfectly into how you’ve transformed recruiting for sales. Proactivate proactively connects companies with top talent rather than waiting for openings. What inspired this approach, and how is it reshaping traditional recruiting?
Jamie Crosbie 03:21
I was inspired after years in traditional recruitment and executive leadership, then becoming VP of Sales at CareerBuilder. I saw a gap: leaders needed to proactively protect and propel revenue through talent. Traditional recruitment is reactive—you pay high fees when desperate, and openings already cost money in lost opportunity and bad hires. Candidates are coached to get the job and may not be well-qualified. I saw gaps on both sides and thought there had to be a better way to qualify revenue-generating and leadership talent.
Brynne Tillman 04:45
How does this differ from traditional recruitment—posting jobs and waiting for resumes?
Jamie Crosbie 05:00
There are two key differentiators. At CareerBuilder, the “post and pray” method meant sifting through huge piles of unqualified candidates, mainly unemployed people. Typically, only 4.5% of the talent pool is unemployed, and often they’re not top performers.
At Proactivate, I developed a customized, in-depth sales behavioral interview process. Traditional 15–30-minute screenings don’t work, especially for candidates who know how to sell themselves in interviews. We spend 1.5–2 hours with candidates before submitting them. Our talent managers are not paid on placement, which keeps the process authentic. We guarantee three qualified candidates that match your ideal profile within weeks. If none is hired, we provide additional interviews until you make a hire. It’s a flat fee, not based on compensation, preserving authenticity.
Our model is a hybrid—it’s not traditional contingent or retained. It’s a true partnership and a win-win for clients.
Brynne Tillman 09:16
I love that. Hiring is one of the most time-consuming tasks for sales leaders. Even HR might miss critical assessments. Your model saves time, resources, and money.
You also mentioned mindset and performance. How does peak performance mindset influence hiring and long-term success?
Jamie Crosbie 10:27
Studies show 80% of success is mindset, 20% is skill. Yet most companies don’t incorporate mindset into interviews. Top performers—athletes, CEOs, salespeople—excel due to grit, perseverance, commitment to excellence, overcoming adversity, and dedication. That’s why mindset is assessed equally with skill in our interviews. Skill alone isn’t enough. Many companies overlook this, but it’s critical for long-term success.
Brynne Tillman 11:46
Mindset is harder to teach than skill—it’s often innate.
Jamie Crosbie 12:03
Exactly. Some is innate, but development is possible. Most companies focus only on skill. Mindset qualification is critical to ensure a strong foundation for success.
Brynne Tillman 12:30
What separates teams that sustain peak performance versus those that burn out? How do you measure that?
Jamie Crosbie 13:01
We use behavioral-based interviews—past performance predicts future performance. Questions like, “Tell me about a time you overcame a major challenge,” or “Describe your most challenging deal and how you persevered.”
Simulation evaluations reveal mindset too: do they ask for feedback? Do they try again? Are they growth-oriented or fixed? We even test candidates using Proactivate’s sales process and scripts. How they engage with this reveals adaptability, openness, and potential risks.
Brynne Tillman 14:51
It’s not just the answer—it’s how they handle feedback. Most recruiters and hiring managers wouldn’t know how to assess that.
Jamie Crosbie 15:13
Exactly. Role-playing shows more than answers—it shows attitude toward learning and growth. Some candidates may ignore a process or script, which gives insight into how they might perform in real-world scenarios.
Brynne Tillman 16:36
Yeah, the lone wolf from Challenger, right? That’s so interesting. I have a more selfish question—AI and automation are changing sales processes. What skills do you look for when bringing in sales talent who are willing to embrace AI versus those who resist it? In my world, AI plays a huge role. Salespeople succeeding today are embracing it. How are you incorporating AI and automation into your evaluation process?
Jamie Crosbie 17:36
A couple of things. Curiosity is a core component—we assess whether someone is curious and growth-minded. Those are critical traits. You can then dig deeper into how they use AI, how it’s helped them, and how they maintain human connection while using it. Attitude matters too. Some people resist AI—they might say, “I hate it”—but to maximize it, you need to embrace it.
Mindset is evolving. Universities initially treated AI as cheating; now, professors encourage students to use it responsibly. This shift informs how we evaluate candidates for adaptability and growth.
Brynne Tillman 19:14
It’s like letting your kids taste the wine so it’s not overwhelming later.
Jamie Crosbie 19:27
Exactly. Their first experience should be positive and educational.
Brynne Tillman 19:31
You’ve led large sales organizations and built companies from the ground up. What leadership lessons have most influenced how you mentor and advise clients today?
Jamie Crosbie 19:50
In my 20s, in my first leadership role, two lessons stood out. First, not to think in black and white—I used to see things as right or wrong. Early feedback taught me to embrace the gray and stay open to new ideas.
Second, to lead individually. A major challenge is guiding a group or company while influencing each person’s performance. My goal has always been to lead people, not just manage tasks. That means understanding each person’s goals and helping them grow.
A major insight today: leaders must know their team members’ “bigger why”—why they’re in the role and how it impacts their lives. Often, leaders focus on company goals and revenue, not the personal motivations of their team. Understanding someone’s bigger why allows you to inspire higher performance.
Brynne Tillman 22:25
That’s amazing. Most sales leaders see the paycheck as the “why,” but you’re saying there’s more behind it.
Jamie Crosbie 22:37
Right. What does the paycheck allow them to do? Someone might be supporting a disabled child or working toward a personal goal. Understanding the meaningful “why” behind their work drives motivation.
Brynne Tillman 23:03
That ties to your mantra, live fully with purpose. Can you explain that?
Jamie Crosbie 23:26
Yes. My mission is to help others live fully on purpose—professionally and personally. Purpose means living intentionally and being all we were created to be. This was taught by my mom, and I carry on her legacy.
When leaders are intentional and help team members align with their purpose, performance improves. People feel supported personally and professionally, which transforms their mindset and impact.
Brynne Tillman 24:50
You’re having such an impact. My last question: what should I have asked you that I didn’t?
Jamie Crosbie 25:11
You asked nearly everything. One addition: how I help companies achieve these goals moving forward. Proactivate equips companies with top talent and supports performance transformation via mindset shifts and breaking limiting beliefs that hold people back.
Brynne Tillman 26:04
That’s fantastic. Knowing how you integrate this into recruiting is incredible and much needed today. How can people reach you?
Jamie Crosbie 26:29
For talent inquiries: proactivate.net. For keynotes and workshops: jamiecrosbie.com. It’s been a pleasure to have this conversation with you.
Brynne Tillman 26:45
Thank you. The value you’re sharing is incredible. Anyone looking to grow their talent, reduce turnover, or make better hiring decisions should reach out to Jamie. Highly recommended. And to all listeners, don’t forget to make your sales social.
Bob Woods 27:21
Thanks for watching. Join us for more special guests, marketing, sales training, and social selling strategies. Hit subscribe for the latest episodes of Making Sales Social. Give this video a thumbs up, comment what you want to hear next, or listen on Apple Podcasts, Spotify, Amazon Music, and other platforms. Visit our website, socialsaleslink.com, for more information.