Driving predictable sales performance in 3 steps

Adopt These Steps to Get Better, More Predictable Results in Sales

It’s cliche at this point, but that doesn’t mean it’s any less true: if you’re not growing, you’re dying. The aphorism extends well past personal growth and into the professional realm as well—everyone wants to grow, evolve, and expand to ensure a healthy, thriving business. 

In order to drive organic growth, however, you need to be able to confidently make decisions that will steer the business in the right direction. To do so requires some level of foresight to help you minimize risks and challenges. But foresight is impossible without the ability to predict what your growth will look like in the next quarter, let alone the next year. 

A common frustration we’ve heard from sales leaders is their inability to trust the opportunity pipeline in their CRM to drive wins and results… that’s if they have any visibility into what opportunities their sales teams are working on to begin with. 

Never fear: there is a solution. Here are three things you can do to ensure drive your sales performance in a way that’s predictable and quantifiable: 

1. Clearly define your growth strategy. 

Push beyond 'out of the box' sales growth methods; instead, think holistically about your short and long term objectives for the company. Consider what your strengths and competitive advantages are, and develop an overarching strategy to get you from where you are now to where you want to be. 

A target board with a dart at one of the center rings

When defining your strategic targets, there are three parameters to consider—the potential impact of the client, the size of their margins, and how well their needs match your unique value proposition.

Simply put, your largest customers today may not necessarily be the most strategic customers to continue pursuing, especially if they’re in a market space that isn’t growing, their margins are lower than average, or they’re not going to benefit the most from your value proposition. 

Decouple your vision of the future from your current state of affairs. Consider instead: What mix of markets and customers do you want to have in five years? Who do you want your biggest customers to be? Those are your strategic targets today. 

You’ll need to understand the customer journey for these targets. What are their needs? What do they expect from their suppliers? With this knowledge, you can then build a customer experience that will win them over. 

Once you have a clear understanding where you want to be, it’s time to adjust your sales process to carry this out. 

2. Align your sales process to your growth strategy. 

This sounds like a very simple, very obvious thing to do, but we frequently work with organizations whose sales process lives entirely in the hands of their individual reps. They aren’t always necessarily on the same page, either: some of your reps may be seasoned veterans who have spent decades cultivating a specific methodology and set of leads, whereas others may be greenhorns armed with plenty of textbook learning and digital expertise but little real field experience. The outcome? An informal, inconsistent selling method with unpredictable results. 

This is a matter of comfort zones. Salespeople have often developed a specific way of doing things that have worked for them in the past, or that they are most comfortable with. Those methods, however, don’t always align with the strategy, and they aren’t necessarily the most effective way of doing things, either. 

Taking the time to develop a sales process that’s aligned to your growth strategy will give your reps structure and consistency. You’ll be able to create training to level up your team and teach them the skills, behaviors, and core competencies you want them to exhibit. 

You may even want to consider building out subspecialties that will allow your team members to leverage their individual strengths while still ensuring they’re working in a disciplined way within a defined framework. 

Collaboration is key for this process: you’ll need to engage not only with your sales teams, but also with your marketing, technical, and product teams to define the processes that will make your organization successful in the market. Creating a common understanding of the sales process across the whole organization will help bring everyone on the same page and ensure its success. 

3. Choose a CRM and system tools that work for you

Measurability is an important piece of growth, because you can’t assess what you can’t measure. It’s important to really take the time to map out what information will paint the clearest picture of your performance. What trends do you need to keep in mind to help steer your overarching strategy? What metrics and KPIs do you need to track to ensure you’re moving in the right direction and staying aligned with your strategy? 

A CRM platform is a core tool to help manage all this data. With so many options available in the digital world, it’s important to ensure your CRM and system tools are fully aligned to your unique situation. Your technology should support your organic growth strategy and activate your unique sales process end-to-end, from planning to execution to closure.

A dashboard showing various key performance indicators.

Here’s a secret: it doesn’t really matter what CRM you choose, as long as it’s tailored to your specific needs and helps you measure, manage and reinforce your unique process. 

You don’t have to pick the most expensive solution, either. Rather, your CRM should be a tool that helps you keep sales reps organized, facilitates planning and performance tracking, centralizes data sharing, creates visibility into what’s being done to execute the sales strategy and provides insights into how your business is performing even before you see any financials—all of which will contribute to healthy, continued sales growth. 

The bottom line

If your growth strategy, your sales process, your sales behaviors and your systems and tools are all in alignment, you will move in the right direction. Should these fall out of sync, any progress will be slow and painful. 

Interested in taking control of your organization’s sales playbook and evolving from an ad hoc sales process into a professional, commercialized selling organization? Mensana can help. Drop us a line via email or phone. Let’s chat about how we can help your growth and performance reach new heights.