For G2’s Lauren Orlando, the “Grit and Grind” of Sales Is as Rewarding as the Winning

An artist who created innovative “junkyard” artwork with scrap metal and graffiti. A student of international business with a passion for traveling the world. A hard-working athlete who played lacrosse and NCAA basketball. Lauren Orlando was all of those things when she attended Santa Clara University in California — and little did she know then that her diverse pursuits would equip her with the skills to build a career in sales.

Lauren, an Enterprise Account Executive at G2, credits her involvement in sports as especially relevant to her success along her current professional path. “I love the idea of teamwork and taking on new challenges,” she says.

Chicago-based G2, formerly G2 Crowd, is the world’s largest B2B tech marketplace for software and services. In the summer of 2019, Lauren, who is based in the San Francisco Bay Area, joined a five-person sales team focused on G2’s “enterprise segment of the West.” This segment includes clients in the midwestern and western regions of the United States, as well as several remote clients whose headquarter offices are on the U.S. East Coast or in EMEA and APAC countries.

Lauren admits she has a lot of sales territory to cover, but she gets strong support from her teammates at G2. “Any question I have about an account, they are right there at my side,” she says. “It’s awesome.”

Lauren says she especially loves the “grit and grind” mentality of sales. (Note: “Grit and Grind,” made famous by the Memphis Grizzlies, is a style of basketball that involves disruptive defense through high pressure on the ball.) And like a true athlete, Lauren’s “never quit” attitude helped her excel at Yelp from day one: “My first territory was Savannah, Georgia, and I was responsible for calling bakeries. On my very first call, the prospect picked up, I read right from the script, and then, the prospect hung up on me — but not before saying some not-so-nice words to me.” Lauren laughs, “I loved sales even more after that.”

To Lauren, sales, especially at the enterprise level, is a lot like basketball because it requires “constant, repetitive motion.” And that’s another reason why she’s always striving to change up her sales game. “It’s important to keep up the excitement and curiosity about your clients,” she explains. “I believe no call or pitch should ever be the same. I approach every day like it’s the fourth quarter in a basketball game, and I’m shooting that last free throw. But I’m not just doing it for me, it’s also for my clients. I’m constantly thinking about how to get them to that next step.”

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A “never quit” attitude that fueled the climb up the sales ladder — and a shift to SaaS

Before joining G2, Lauren — who also has experience in door-to-door sales — spent nearly seven years in Yelp’s sales organization. While there, she worked her way up from Account Executive to Enterprise Client Partner. Lauren says her recent decision to shift her focus to the Software-as-a-Service (SaaS) industry and join G2 stemmed from her commitment to always keep pushing her abilities as a sales professional.

“I was thrown into the fire at Yelp, and it really helped me define the path that brought me to where I am today, but it was time for a different challenge,” she says. Lauren adds that the “practice, practice, practice” mantra she learned as an athlete has also helped her grow and improve as a sales pro over the past decade.

Lauren says plays a critical role in helping her figure out how to score with her enterprise clients — and help them win, too. Here’s a look at how Lauren structures a typical workday at G2, and how fits into her daily game plan:

Morning: Lauren is an early riser, and is usually up by 4:30 a.m. “My partner is in New York, so I try to wake up with her to say, ‘Good morning,’” Lauren says. Then, Lauren gets to work sending emails to her East Coast and international contacts — trying to “hit at least 20%” of them before she heads to the gym for a quick workout. After that, Lauren has a high-protein breakfast and an all-important cup of coffee. “I have one very big rule: Don’t bug me until I have one coffee!” she says.

Lauren takes the BART train to G2’s office in downtown San Francisco — usually arriving before 7:30 a.m. During her morning commute, she says she often listens to her calls in, to review details and “fill in the gaps” from the previous day. At the office, Lauren grabs some more coffee and then dives into sending more emails to clients, working backward through her list of contacts by time zone until she hits Pacific Time.

Afternoon: Lauren makes sure to take a lunch break, which usually includes a quick walk on the streets of San Francisco. “I really do believe in maintaining work-life balance,” she says, noting that even her manager will give her a nudge to make sure she puts work on pause and get some fresh air during the workday. “She’s one of my favorite humans here,” says Lauren.

Depending on the day of the week, Lauren spends the rest of the day at the office in either client meetings, team meetings, or one-to-ones with her manager. The latter two meetings often include reviewing calls in to share best practices and gather feedback.

Lauren also tries to devote up to three hours throughout the workday to cold calling prospects. “I’m very old school like that,” she says. “I think that picking up the phone and calling a prospect, instead of sending an email, adds an important human element to the process.”

Evening: Around 5:00 p.m., Lauren is getting ready to leave for the BART station. On the way home, if she’s not listening to global news on NPR, she’s reviewing some of her calls in to assess her progress on deals — as well as her performance. “ lets me confirm that I asked a customer the right questions, and didn’t somehow drop the ball,” Lauren says. “On the flip side, it helps me to gauge whether the customer heard me.”

She adds, “I think, if sales pros aren’t using a tool like, they are at risk of being a floater. In other words, they’re just floating along, and not really improving. I am not a floater, and while I don’t always love listening to my voice on calls, it’s so important to hear how people are reacting to what I’m saying. It allows me to refine my tonality, and my presence, and other things that can help me elevate my game.”

Once she’s at home, Lauren says she makes a point to put her work aside, turn on some music — like Stevie Wonder or jazz — and shift her attention to something else she’s very passionate about: cooking. “I make a mean Chicken Kiev,” she says with a smile.

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We hope you enjoyed this “day in the life” spotlight featuring one of our amazing customers! Be on the lookout for more of these posts, which are meant to inspire you, help you build your knowledge, and learn about the many ways that people are using the platform, every day, to gain insights and drive individual and team performance.

Written by Sophie Cheng, Director of Customer Marketing for

Sophie is an internationally experienced Marketing Professional. Having worked in a variety of markets and industries including Automotive, Oil and Gas, Financial Services, Healthcare and Tech, the one constant is her passion for creating customer value. When she's not at work her life revolves around good food and wine, traveling the world, and spending time with her family and friends.

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