My Pillars for World-Class Sales Performance
None of this is rocket science, but sometimes helpful to write down
Quick - what are the key pillars of world-class revenue performance?
Here’s how I think about it from a structural point of view. Note this is super high-level but I’d say that one pillar doesn’t work without the other. For example, if you don’t have the right type of people, the greatest process and enablement in the world can’t make a cat bark or a dog meow. At the same time, if the people are great but the process is weak, that is no bueno. You get the idea. Here’s how I think about it:
People
Process
Enablement
Execution
Predictability
--
People
Identify the characteristics of proven top performers by segment, hire to the profile.
Show them right away how the rest of the sales org is winning and that success is being achieved right before their very eyes. Winning is the expectation and not winning is the exception (and should be dealt with accordingly).
Process
Build a repeatable motion that fits the market and product you are selling (not just what the VP Sales setup at their previous companies).
A repeatable motion means that you can take an average rep, provide them with average enablement, pay them average compensation, and they execute with average rigor.
If you give this repeatable motion to an average rep, 60% of these average reps will reach their annualized quota. The best reps will blow it out using this process, and since a decent portion of the average ones are hitting this means the low performers need to go.
Enablement
A razor sharp process is great, but if you don't enable it and get it injected into the lifeblood of your team you won't get results.
Especially with more distributed work, spend time and focus ensuring the process is ingested, clear and met with "buy-in" from your sellers and managers. A great process enabled poorly is not a great process.
Make enablement and learning part of your sales culture / DNA. Scare prospective candidates early on that they are going to need to be open to new tactics and new ways of doing things. If they've already got it all figured out, this won't be the spot for them.
Execution
Inspiration and excitement to go and spread the gospel. When you give great people a process that works, teach them how to do it, and inspire them to give their best, great things will happen.
Don't take yourself too seriously - set expectations for high performance while ensuring your teams feel the "pressure" that comes with big expectations, but not "stress". Great revenue leaders survive the "stress" that comes with scaling revenue teams quickly by applying healthy pressure and using humor and other interpersonal skills to create a loose team that is game ready. These teams know what is on the line and you don't need to nag them about it.
Predictability
Call your shot. If you've got a revenue factory going, you can accurately and consistently forecast the business which gives executive leadership the confidence to invest in new initiatives that will increase the value and growth potential of the company. NOTE: great leaders help salespeople understand WHY forecasting matters and what happens at the company level when forecasts are missed.
The combination of growth and predictability puts you in front of the line for the best investors, working for the best companies, who are hiring the best people.
What would you +1 or add? LMK your thoughts in the comments below…