As you enter the new year, it’s time to evaluate your sales organization. Even the best teams have room to grow. Smart CEOs know that sales strategies aren’t a “set it and forget it” endeavor. They need to evolve as your business adds products, targets new markets, or adapts to growth. Optimizing your salespeople and processes is key to driving both new customer acquisition and organic growth.

What’s working well in your sales organization, and where could things improve?

Ask Yourself These 6 Questions:
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1. Is our sales approach aligned with our growth strategy?

As business historian Alfred Chandler once said, “Structure follows strategy.” This is especially true in sales. Your sales process must align with your growth priorities—whether it’s breaking into new markets, launching products, or refining positioning.

If your strategy shifts but your sales structure does not, misalignment can creep in, creating inefficiencies and missed opportunities. Recently, I’ve observed several companies where the Ideal Customer Profile (ICP) had evolved, but their sales teams failed to adapt. This necessary shift can be challenging, but it is essential to stay competitive.

2. Does our compensation plan match our strategy?

Salespeople are motivated by incentives, so your compensation plans must align with your goals. If acquiring new accounts is your priority, ensure the plan rewards that more heavily than growing existing ones. Bonus structures that flex with your strategy year-to-year can help keep your team focused on what matters most.

3. Does our sales process reflect our culture?

Your sales team often serves as the first impression customers have of your company. Does their approach align with and represent your company culture? For instance, if your company values long-term partnerships, overly aggressive, short-term tactics will feel inconsistent with your values. Hiring and training for cultural alignment ensures a seamless and authentic customer experience.

4. Do I know what my salespeople are really doing?

Salespeople often act based on what you inspect—not what you expect. Define clear metrics that align with your goals, and monitor them consistently. Whether it’s activity volume or account growth, regular reviews and accountability ensure everyone stays aligned and continuously improves. For example, one CEO discovered their sales team was targeting the right types of companies but not reaching decision-makers. By inspecting activities more closely, they redirected their efforts to focus on the right prospects.

5. Is our sales process repeatable?

A winning sales process isn’t built on guesswork—it’s built on proven steps that consistently close deals. Does your team clearly understand the milestones and how to navigate the sales cycle? A repeatable process doesn’t mean it must be rigid. It should adapt to new insights while keeping everyone on the same page. Consider setting a regular timeline for reviewing and updating your sales process to ensure it remains relevant and effective.

6. Does our hiring and training process need to be refreshed?

Experienced sales professionals are great assets, but growth requires a steady pipeline of new talent. A strong onboarding program, coupled with ongoing training, ensures your team remains sharp and aligned with changing products, markets, and strategies. Regularly refreshing training is critical for keeping your team up to date. Without consistent training, even the most experienced salespeople risk falling behind.

Improvement doesn’t mean overhauling everything at once. Choose one area to focus on, and invest the time and energy to make it better. Thoughtful, incremental efforts yield powerful results—both for your sales team and your bottom line.

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