Fantastic Team & a Strong Pipeline - But the results are missing copy
CXO Sales Playbook-Venkat’s Blog

Fantastic Team & a Strong Pipeline – But the results are missing!!

- Venkataraman Subramanyan

During one of our client engagements, a sales leader approached me with a question:

I have a fantastic team. They are doing all of the right things, but we are not delivering great results. What should we do in these circumstances?

We started to peel the onion – there are 3 key parameters for a sales organization, revenue, pipeline and activity.

They were engaging in a lot of activity, they had enough pipeline but that wasn’t translating into revenue.

We decided, if revenue targets are being missed, let’s take one step back and dive into the pipeline.

We looked at the volume, velocity and quality within the pipeline. We found no problem with the volume but saw challenges on the velocity, and more specifically, the quality of the pipeline.

The qualification rate – that was the problem.

So we asked, what drives the qualification rate?

It is the quality of conversations they were having with CxOs.

At this time, I brought up a framework: 30-3-30, a rule of sales often used in prospecting.

Are your teams able to get their first thirty seconds with the customer?

Are those 30 seconds leading to an additional 3 minute conversation? Are those 3 minutes compelling enough for the customer to commit to a 30 minute meeting?

We call this the Connect-Convince-Convert model!!

On deeper review, we discovered that the first thirty and next three, were not translating into 30 minute meetings with the customer.

Therefore, the bottleneck is value perception by the customer. CxOs did not feel the value to continue their interaction with their salespeople.

That was the ‘Aha’ moment.

When you have a sales situation that isn’t hitting the mark, think about:

How could you peel that onion?

How could you distill the root cause?

What are the right questions that will uncover what to focus on?

A person who defends everything, defends nothing.

Within your sales organization, consider identifying the 3 levers of excellence that can elevate your results and produce exponential sales outcomes.


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Venkataraman Subramanyan is a Global Leadership Development Expert & Sales Coach. He is the Founder and CEO of Tripura Multinational. Venkat’s mission is to touch and transform a hundred million lives by 2025, and a billion lives by 2030. With over 30 years of experience, Venkat is passionate about 2 things – Leadership Transformation and Sales Acceleration. His trademarked deal qualification framework is licensed worldwide by organizations and filters over $3Billion in deals annually. He is an accredited member of the Forbes Coaches Council.

Tripura Multinational is a dynamic sales organization dedicated to empowering sales professionals and organizations to achieve unparalleled success. Originally established as a platform to address skill gaps in the sales industry, Tripura has evolved into a multi-faceted entity that offers comprehensive engagements for Sales Managers and Sales Leaders. Through the transformative power of Sales Coaching, Tripura enables sales organizations to elevate their performance from good to great and ultimately reach a world-class level. Our approach focuses on optimizing sales skills, management expertise, and leadership capabilities, helping clients plan more effectively, qualify leads better, orchestrate sales processes seamlessly, and expand their business with confidence. 

Our organisation is the trusted choice of market leaders across various industries and segments, relying on our expertise to elevate their performance to new heights. Recognized for our ability to enhance excellence, we are entrusted with the task of making the client’s best even better.

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