Rampant, ‘Running on Empty’ Puts Revenue Growth in Peril

A sales organization is a living, breathing ecosystem that must function optimally so that you can reach higher levels of revenue. One indicator of the health and viability how it’s going in your business is to gauge how much time sales leaders have to focus on the right things. One of the easiest and most effective ways to get a flavor of this is to eavesdrop on a few different meetings.

I did it recently and here is what stood out to me.  The parties were a prospective channel partner and a newly promoted sales director with several different business units reporting to them – the official story behind this organizational consolidation was that it would drive (ah hem) “alignment.” More like driving EBITDA, but excuse the digression.

This sales director was pulled in so many directions that it took the full, one-hour meeting to essentially communicate four key points to the prospective channel partner. And even those points were delivered out of order. Four points, one hour. So, what filled the other time? There were moments when trying to recall the answer to a detail-oriented question. There were other moments where important operating issues were being considered in real-time and there were many attempts (and moments spent) to counter this obvious unpreparedness with charisma and rapport.

The reality is, this person is good at their job. They are likable. But they have zero control over their time. The sheer amount of responsibility assigned to them makes it impossible. And so, that stress level rolls downstream instead of being dealt with at the leadership level. What choice does this individual have? We all know that if there was pushback to the added responsibility they would have risked being viewed as not a team player. And so, what is quietly sacrificed day in and day out is time. Time spent thinking about strategy. Time spent preparing so that other people have clarity and can maximize their own time Time to recharge so that personal energy batteries aren’t drained.

This 24/7 wall-to-wall scenario is accepted as normal, but it shouldn’t be. It just doesn’t make sense. On any level whatsoever.

Fine-tuning the organizational structure of your sales organization so that it functions optimally and supports higher expectations of growth must be a continuous discipline. One that’s in the budget. Every year. In this competitive environment, you cannot afford to miss your next colossal opportunity because people are out of gas. There’s real money at stake.

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