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Writer's pictureShawn Dunahue

Need Help Cracking the Code?


As a Fractional Revenue Advisor and VP of Sales, I recently encountered a story that feels all too familiar to many CEOs and Sales Leaders out there.


Let’s take Joe, a seasoned CEO, and Sarah, his trusted Sales Leader. Both are driven, committed, and desperate to scale their business. But they’re frustrated. Despite their best efforts, the company isn’t growing in a scalable, repeatable way.


The sales team seems to have a mind of its own—chasing shiny new accounts and opportunities that don’t fit within the company's Ideal Customer Profile (ICP). They’re moving outside target markets, pursuing deals with clients that demand lower pricing, and worse, the company is spending more to service these low-margin opportunities than they’re worth.

This scattergun approach is bleeding the company dry. Sound familiar?


Joe is stretched thin. He’s the over-scheduled CEO we all know—pulled in a million directions, with no time to focus on strategy or dig into the business’s real challenges. Sarah is equally overwhelmed, trying to manage a salesforce that lacks direction and accountability.


Here are the big challenges they're facing:


  1. Lack of Time: Joe’s caught in a whirlwind of operations, unable to dig into the data or processes that could help him course-correct. Sarah is spread too thin, managing the team’s erratic performance instead of developing strategy.

  2. Lack of Competitive Differentiation: The sales team’s messaging is driving the company into pricing wars instead of focusing on value-based selling. Their unseasoned reps, combined with long-tenured relationship-focused sellers, are eroding margins left and right.

  3. Lack of Accountability: The sales team lacks clear KPIs, leading to misalignment. Each rep is chasing their idea of success instead of a unified company goal.

  4. Talent Gaps: They’ve got talent, but there’s no consistency in performance. Salespeople are either undertrained or stuck in their ways, and both are resistant to the changes necessary for growth.

  5. Adaptability Issues: The sales team is stuck in a routine that no longer works in a competitive market. They need to adapt, but don’t know how.


Does this sound familiar?

These challenges are interrelated, and they’re crippling Joe and Sarah’s ability to scale. They’ve tried to fix things, but each solution only addresses one problem at a time—never getting to the root cause of why they’re struggling.



The Solution: The Sales Xceleration Framework™

The solution lies in getting back to basics with a well-defined Strategy that aligns the sales team with the business’s goals, creates Accountability, and provides Clear Sightlines into performance. Here’s how I approached it:


  1. Strategy Development & Alignment: We crafted a clear vision, rooted in the company’s strengths, target markets, and ICPs. This became the guiding star for the sales team, eliminating the temptation to chase any and every deal.

  2. Accountability & KPI Tracking: We established measurable KPIs that reflect not just activity but outcomes that matter to the business. Reps knew exactly what success looked like, and leadership had clear sightlines into performance.

  3. Coaching for Shared Vision: By incorporating the Sales Xceleration Framework™ and Certified Sales Operations Management System™, we developed a culture of coaching, continuous improvement, alignment and accountability. Sarah was empowered to lead, and the sales team was encouraged to stay aligned with the company’s strategic goals.

  4. Differentiation through Value-Based Selling: We shifted the focus from pricing to value, retraining the sales team to articulate the unique benefits the company brings to its clients. This helped move conversations away from discounts and toward long-term value creation.


By aligning strategy, accountability, and performance, Joe and Sarah’s team began to flourish. The sales force had direction, the margins improved, and most importantly, the business became scalable and predictable.


Are you facing similar challenges? Have you tried solving these issues but haven't cracked the code yet?

If this story resonates with you, let’s talk. I’ve seen these problems before, and I know how to help you develop a scalable, repeatable system that drives sustainable growth.


Let’s crystalize a shared vision for your business’s future.


 

At Tidewater Solutions Group, LLC, powered by Sales Xceleration®, we specialize in helping businesses like yours navigate these challenges. Whether you need short-term support to close out the year or long-term strategies to drive revenue and empower your team, we’re here to help.


Let’s connect and discuss how we can partner to ensure your business has a story that is changing the numbers in a positive way.


Shawn Dunahue

Fractional Revenue Operations Advisor & VP of Sales

Tidewater Solutions Group, LLC

Tel: 941-320-2131

 

Feel free to reach out to learn more about how we can support your sales strategy, execution, and team empowerment for continued success. 

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