Sales Meeting as Diagnostic Tool
Was 2016 a challenging or disappointing year for B2B sales at your firm or a firm in your portfolio? Stumped at the root causes of flat or missed numbers? While a sanitized and accurate sales pipeline can indicate where problems exist, attending and observing a routine monthly sales meeting will often reveal even more detail to the issues impacting sales performance.
Listed below is a portion of the sales and marketing picture I can observe and assess during a routinely scheduled sales meeting. It’s always an effective element to diagnosing and beginning the healing process for a company ailing from lackluster sales.
- Is there evidence that aligned corporate, sales, marketing and product strategies are in place, and that the sales team understands them?
- Is everyone speaking to a common goal or objective, or is the team all over the place? Does it feel like a “Strategy of Personal Agendas” is ruling the day, or is everyone on the same page?
- Are future plans (product development, marketing, etc.) spoken to or mentioned?
- Are individual sales funnels up-to-date and accurate based on understood stage definitions and criteria?
- Is a Buyer-Conscious Sales Process understood or referenced during Opportunity/Prospect discussions?
- Are lead generation and other pipeline-influencing team members in attendance and reporting on metrics and progress?
- Is the CRM system up-to-date and referenced as the template for funnel management?
- Is a confident/accurate sales forecast referenced and understood by all?
- Are standards understood, acknowledged, and met? (activity metrics, funnel movement, collaboration with marketing, annual goal tracking, etc.)
- Is it evident that routine individual coaching and support is being conducted in between sales meetings? Are numerous “surprises” popping up in the sales meeting?
- Does the composition and makeup of the sales and marketing team make sense? (talent management, organizational structure, cultural fit)
- Is there a healthy, constructive and fun spirit of competition in the room?
- Are rambling descriptions of problems or off-agenda items quickly set aside for follow-up discussions later?
- A routinely scheduled sales meeting reveals a lot about the maturity and mastery of the sales leader, his/her sales pipeline management skills, and the overall strategic leadership of the organization.
Jack Liles is a Sales Partner in TechCXO’s Charleston office. View his full bio or contact him at email@example.com.