The real issue isn’t poor performance. It’s insufficient support.
When companies come to us, it’s rarely because their sales team is failing in some major way. More often, it’s because the organization simply hasn’t gone far enough in supporting the salespeople. The coaching isn’t consistent, the enablement function is thin or nonexistent and every time something new gets introduced, whether it’s a process change, a new product, or a revised pitch, it lands on salespeople without the sustained attention it needs to stick.
Sales behavior change is hard, we talk about this constantly. Every adjustment you ask a salesperson to make requires real adaptation. That means the support around it has to be substantial and consistent, not a one-time training session or a PDF sent over Slack.
Internal politics and personal agendas
When companies look to improve sales performance, they often to struggle to identify where to provide more support. Gaining alignment around improvement internally can be a struggle, especially if people are looking drive performance for their own agenda (recognition, earn a bonus, etc.).
Many sales improvement efforts get shelved simply because leaders can’t agree on where to invest resources and what the objectives should be.
The staffing reality most organizations overlook
Here’s where most DIY efforts fall apart. Companies assign the project to someone who already has a job. A marketer, a trainer, a product manager. They carve out some time, do their best, and move on when the next priority hits their desk. The initiative loses momentum which means the change doesn’t hold.
What’s actually needed is dedicated focus.
Even if it’s temporary, someone needs to own this work specifically. That’s the only way it gets the attention that will give it a chance to work.
What most organizations are missing isn’t smart people, it’s a true sales enablement function. Not a sales trainer who also handles onboarding. Not a marketing manager who occasionally syncs with sales. A dedicated function built around helping salespeople execute better conversations, every day.
So, can you do it yourself?
Yes. And we want to help you try. We’ll provide as many resources as we can to help companies drive real change on their own. That’s not a hedge, it’s a genuine belief that better sales performance should be accessible to any organization willing to commit to it.
But if you’re serious about improvement in a specific area, ask yourself: Is there someone in our organization whose entire job, even temporarily, is focused on this? If the answer is no, the initiative will compete with everything else on their plate and it will lose.
The question isn’t really whether you can do this yourself. The question is whether you’re set up to give it what it needs to actually work.
