business development

Understanding the Sales Ecosystem, and Why That Matters

by Karen Jackson | on Feb 16, 2016 | 6 Comments

We live within ecosystems, macro and micro, in our private lives and at work. The health of these ecosystems directly correlates to the quality of our experience and opportunity for impact. That’s true at both a personal level (think: relationships, family, community) and at a corporate level (think: people, process & systems.)

When we’re experiencing dysfunction, there’s a tendency to isolate the problem to a single source of culpability. The trouble with that approach is we’re more likely to address a symptom without ever discovering the root cause. While we may alleviate the symptom in the short term, it’s frequently a temporary fix. Instead, if we look at the entire ecosystem wherein the problem exists, we can better identify the multiple adjustments required to return us to high function, and keep us there.

Which brings me to the “sales ecosystem.” It’s comprised of the people, process & systems responsible for revenue generation. When it’s not functioning well – translate: “We have a sales problem” – there’s a strong tendency to blame the sales people and to question their competency and commitment. More often its breakdowns in the sales ecosystem that are causing the sales people to struggle. When that ecosystem is not well understood, we attempt to fix the problem through micro-management, discipline and churning personnel. New team members get hired, but the results don’t change. The only way to a lasting solution is to analyze the ecosystem they work in. It’s there you will find the root causes of dysfunction.

I’m a visual person and prefer to categorize the elements into key “buckets”:

• Target Market Strategy (Customer set, problems they face, how we solve, why they should buy)
• Sales Force Effectiveness (Sales process, playbooks, coaching, messaging, account management, performance management)
• Sales Operations (CRM systems, analytics, tech enablement)
• Talent Management (Comp plans, on-boarding, training, professional development)
• Marketing (Product & pricing, collateral, content marketing, campaigns, lead gen, social media)

Each of these elements is necessary for a sales person’s success, irrespective of the size of the company. The level of sophistication may differ, but the need does not. Once we take this holistic view, we can better interrogate where the breakdowns are occurring. For example, the problem might lay in the lack of sales process, or archaic CRM systems. It could be misaligned marketing, poorly articulated value proposition, lack of training, or comp plans at odds with corporate goals. Most often it’s a combination of issues. Rather than simply hanging poor results on our sales people, we must look at all the elements of the sales ecosystem that are broken and impeding success. If we repair those, we can now fairly assess the competency of individual team members. It’s possible some can’t cut it; they must go. But in my experience, fully 78% of existing sales teams are perfectly capable of achieving quota were the sales ecosystem healthy.

But wait, our micro-ecosystems exist in the context of macro-ecosystems. In other words, there may well be other forces at work causing the “sales problem.” If you’ve dispassionately examined the sales ecosystem and consensus exists that it’s sound, these are the usual culprits:

• Dysfunctional corporate culture
• Lack of vision & values
• Wrong person managing sales
• Sales people performing non-sales related activity
• Breakdowns in hand-offs between sales & operations

If you’re experiencing a sales problem, look to the ecosystem. Start with the premise that it’s not the fault of the team members but the context they are operating within. Shine a bright light on these buckets. It will greatly improve your ability to find solutions to what ails the top line.

Does this ring true in your experience? Weigh in and keep the conversation going.

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What Successful Sales Leaders Know To Be True

by Karen Jackson | on Aug 04, 2014 | No Comments

Anyone who’s ever held a sales position can share a horror story, likely 2 or 3, about working for a terrible sales manager.  The bad ones are easy to spot: ego driven, never wrong, hung up on process, excellent at alienating customers.  The successful managers are less obvious, and that’s because the focus is on their team, a team that’s humming, making its numbers and creating life-long customers. And somewhere in between are the mediocre, not necessarily disasters, but certainly not positioning the company for growth. continue reading »

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Build It to Sell It

by Karen Jackson | on Apr 09, 2012 | 7 Comments

Build your company to sell it. Seriously. Build it so that it’s worth more than your competition, so that suitors are lining up, so that you can sell at an enviable multiple and never work again. Now that I have your attention, which group of CEO’s are you in? continue reading »

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What Top Sales Producers Know (And So Should You)

by Karen Jackson | on Feb 02, 2012 | No Comments

In January I wrote a blog about the Secrets of Successful Sales Leaders. Lots of people liked it, but several asked if I’d follow up and identify the traits of successful sales people. Some wanted to know so they could improve themselves or their teams. Many others said, after failed attempts at hiring quality sales people, they’d like to start getting it right. continue reading »

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Making December Count

by Karen Jackson | on Dec 07, 2011 | 4 Comments

I used to find December the most frustrating month. As an entrepreneur, I have a built in propensity for action, particularly for working with clients and forwarding deals.  The trouble is, when December rolls around, customers and prospects become harder to meet with as they contend with year-end pressures, use-it-or-lose-it vacations, and sometimes just exhaustion. Short of dealing with the urgent, many would prefer to punt decision-making to January. continue reading »

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1 Basket is Definitely Not Enough

by Karen Jackson | on Nov 07, 2011 | 4 Comments

Let me start by saying I love Seth Godin.  He’s brilliant, a human with a head-full of knowledge and the unique ability to turn complex ideas into ones we mere mortals can wrap our heads around.  Seth turns conventional wisdom upside down, pokes holes in truisms, discovers insights through some alchemy that few of us possess.  In fact, I’ve just applied for his upcoming Medicine Ball Session in December and am holding my breath that I’ll be selected.  But I have to say, 1 basket is definitely not enough. continue reading »

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