- Searching for blame instead of cause (bad leads, sales reps are ineffective, CRM is too complex).
- Failing to identify the cause of a weak sales pipeline before prescribing a fix (let’s hire another rep, or develop another piece of marketing content).
- Lack of congruence between marketing and sales (will lead to #1).
- Sales presentations and marketing content that focuses on inputs vs. outputs (product describing vs. discussing outcomes).
- Ineffective prospecting tools and tactics (leaving digital influence tools and tactics to “digital natives”).
- Lack of insight related to the prospect’s buyer’s journey and priority initiatives (flying blind is never a good idea).
- Sales collateral masked as educational content (works only to impede trust building).
- Satisfaction with meeting a client “want” (up-selling requires exploring the real need. Once a prospect says, “I’ve never looked at it that way before,” you have opened up additional revenue opportunities).
If you are missing reasonable revenue expectations – first focus on the analysis suggested in #2. It will not only save you time and money, it will create the fastest path to improvement.