No. 2: Sell Potential Customers On Business Outcomes

That solution-centric training undeniably shapes the sorts of conversations that Sovereign's sales teams and pre-sales architects are capable of having with potential customers, but the company takes this one step farther by encouraging everyone in the company to equate certain technical solutions with business outcomes.

For example, its teams are able to discuss how cloud automation technologies can mitigate compliance risks or acclerate a company's ability to introduce new services to customers or employees more quickly than its competition. 

"It's far easier to defend our value," Barkley said.