Partnering for Success: Zack Andes on Avalara’s 2025 Vision and Trends

2025 marks an ambitious year for Avalara as it expands its global footprint and deepens its partnerships to tackle the complexities of tax compliance. We sat down with Zack Andes, a sales leader at Avalara, to discuss their strategic focus, the role of data and technology in driving customer success, and the trends shaping the industry.

Q: Tell us about 2025, what you're doing with Avalara, and why you’re here at PPAI.

Zack Andes: Avalara is doubling down on partnerships this year. We’re calling it the "Year of the Partner," with over 12,000 direct integrations into ERP and e-commerce systems. Our presence at PPAI amplifies our commitment to building stronger relationships. These partnerships help us navigate the complexities of the market and continue supporting our customers with the best tools for understanding sales tax, a notoriously convoluted area.

Q: What else are you focusing on as a differentiator in the market?

Zack Andes: Expanding our global presence is a big focus. ELR (expanded local reach) is a buzzword internally, representing Avalara’s shift beyond domestic markets to international sales tax solutions. Our team has grown significantly, bringing in experts who are helping us exceed expectations for clients with both domestic and international needs. This shift allows us to go beyond repetitive conversations about U.S. sales tax and offer global solutions.

Q: How are you thinking about using data in 2025, both for your sales team and customers?

Zack Andes: Avalara provides us with incredible tools, like Gong, which I’ve used for over seven years. Gong has evolved from a call-recording tool into an AI-powered assistant that helps us identify customer triggers and coaching opportunities. It saves time, enhances active listening, and ensures we capture the full conversation. This approach benefits both our team and our customers by providing actionable insights more efficiently.

Q: As a sales manager, what’s the next thing you’d love to see that doesn’t exist yet?

Zack Andes: I’d love a tool that helps sales reps understand how to be unique. Every salesperson has their own style, but we need tools to help reps learn from each other in a data-driven way—sharing what works and applying it to their own approach. It’s a tough challenge to solve, but it would make a huge difference in making sales interactions more human and effective.

Q: What do you think motivates sales reps to use new tools?

Zack Andes: Success drives adoption. When reps see a tool working and generating results, they naturally gravitate toward it. Having strong champions who genuinely believe in the tool is also critical. Passionate advocates combined with proven outcomes create a winning formula for motivation.

Q: What are the key trends you’re picking up as we head into 2025?

Zack Andes: Education remains a critical need. Despite sales tax being around for years, many businesses still don’t know when to charge it or understand their historical footprints. Avalara’s focus is on guiding customers through these complexities, from understanding Nexus to navigating international growth. With changing import/export tariffs, our role as a partner in educating and empowering customers is more important than ever.

As businesses expand globally, understanding tax compliance grows more complex. Avalara is meeting this challenge head-on by combining innovative tools, a commitment to education, and a focus on building strong partnerships. Zack Andes and his team are ensuring that Avalara remains a trusted partner in this evolving landscape.

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