For sales managers, a pipeline review with a rep typically begins with evaluating two critical dimensions: Pipeline and Forecast. These dimensions provide a structured framework to identify areas requiring attention and guide targeted interventions for improved outcomes.
Sales performance metrics generally fall into two categories: pipeline-oriented and forecast-oriented. Within these categories, metrics can vary significantly—some are activity-driven, while others are outcome-driven. Understanding whether a metric measures process efficiency or final results is essential for making informed, data-driven decisions.
The Seductive Fallacy of a Deal-Centric Approach
Most revenue intelligence tools aggregate deal-level data from CRM systems, activity intelligence platforms, sales engagement tools, and email or calendar systems. While having a variety of data signals is crucial for holistic analysis, the insights these tools deliver often overlook the human element, which we argue is more critical in sales than in other activity-oriented functions.
The core issue lies not in the data signals themselves but in how they are synthesized. Conventional deal-centric revenue intelligence tools focus on highlighting immediate, high-value deals and top-performing reps. While sifting through deal-centric dashboards may provide a sense of analysis, it often serves as a placebo for armchair sales managers. This narrow focus, while useful for short-term gains, traps managers in a reactive cycle that prioritizes quick wins over long-term growth. By design, these systems neglect broader team dynamics, leaving managers without the tools to support underperforming reps or foster holistic team development.
Shifting to a Human-Centric Approach
What if revenue intelligence shifted its focus from deals to sellers? Imagine a system that could answer these three critical questions with clarity:
- Who on the team needs support?
- What specific areas require attention (pipeline, forecast, or both)?
- Why is a team member underperforming (in relation to peers and benchmarks)?
The next step would involve double-clicking into each team member’s "Sales DNA." This tailored persona is built on observed and predicted attributes, consolidating activity data, deal history, and performance trends. With this information, managers can implement tailored coaching strategies to address specific weaknesses and guide reps toward measurable improvement.
Building World-Class Sales Teams
This "Sales DNA" approach—from identifying who needs help to understanding how to help them—represents a significant advancement in sales management. By focusing on individual development and addressing team-wide issues, managers can break free from the repetitive cycle of deal-centric management. Adopting a seller-focused perspective enables sales managers to unlock the full potential of their entire team. Embracing people-centric insights and hyper-personalized coaching strategies allows managers to transform raw data into actionable, impactful guidance.
This shift isn’t just an operational improvement; it’s a transformative strategy that redefines modern sales leadership.
