The Innovative Seller

11The Fourth C: Consistent Performance Optimization

IT'S TIME TO dive into the fourth C, which is consistent performance optimization. Many B2B sales organizations do not have a consistent process in place to optimize their sales experience from pipeline generation through the renewal process. This chapter gives you a road map that can make this process approachable and easy to execute with the team you have today. If you are a sales rep, then this mindset is applicable to you as well. Every rep and every organization must have a process in place to optimize their sales results at each step of the process.

Why does this matter? Let's do the math. Say that ABC corporation is trying to find ways to generate more meetings. Their team decides they need to redo their outbound process because the results just aren't where they need to be. The sales managers have been asking the team to do more activities, run contests, and try to motivate the team to get out more emails and calls, but the numbers still aren't producing the results needed. The managers have come to the realization that the “more” button isn't going to get it done and decide they need to optimize the strategy as a whole.

They do a big eight-week sprint to rewrite the sequences and upgrade the call track. They see a 10% increase in results. They are excited by the results and continue to run the new play for the year. The results still aren't where they would like, but the increase is promising. This is how 90% of our ...