B2B Sales Pressure: Challenges in Performance Metrics | E70

Welcome to another laid-back, straight-talking episode of Blame It On Marketing where we dive into the nitty-gritty of sales dynamics and explore why outdated sales practices still hang around like a bad smell. This is an episode you won’t want to miss, especially if you've ever wondered, "Why do some sales approaches just not make sense?"

The Invisible Burden of Pressure

Cohan from the Equity In Tech Group shares his wealth of experience, revealing how pressure in sales often leads to outdated tactics. “Ultimately, it comes from pressure,” Cohen states, underscoring how sales teams are often pushed to manipulate figures to hit targets. What's the endgame, you ask? Increased friction across teams, skewed forecasts, and, quite frankly, frustration all around.

Emma adds, “We know this stuff is going on. We don’t like it,” resonating with any marketer who's ever felt the downstream impact of these pressures. It all boils down to unrealistic forecasts that demand pipelines filled with unreliable data.

Old School Thinking: The Black Book and Pipeline Myths

This episode uncovers two persistent and problematic beliefs: the romanticized "black book" of sales contacts and the inflated "four-times pipeline" mantra. These concepts, relics from past decades, continue to distort genuine sales efforts today. “It’s bonkers,” Cohen exclaims, pointing out that such tactics not only mislead but also undermine genuine relationship-building.

Impact Beyond Metrics: Company Culture and Morale

What happens when numbers are prioritized over people? Company culture takes a nosedive. Cohen highlights the implications: “You put out PIPs, you fire people, and then you hire people… Six months to ramp up," illustrating the cycle of stress and waste in resources.

Emma chimes in with a marketer’s perspective, “This literally is the root cause of why marketing gets the blame,” noting how this cycle of frustration is a shared burden across teams.

Finding Real Solutions: Moving Beyond the Bullshit

So what steps can companies take to rectify these pitfalls? Cohen suggests a comprehensive realignment:

“Look at a realistic number based on year on year growth, competitor analysis, and the market you’re actually in.”

This kind of grounded assessment, paired with fostering collaboration between finance, marketing, and sales, can transform hollow targets into achievable goals.

From leveraging experienced salespeople's tactics across teams to implementing trustworthy forecasting tools, the path forward requires a balanced blend of innovation and integrity.

The Role of Trust and Ethical Practices

All roads lead to one foundational element: trust. “If you can’t trust who you’re hiring, don’t hire them,” Cohen insists. The journey towards a sincere, effective sales culture must be led by trust and supported by honest communication throughout the organization. This approach not only benefits the immediate teams but protects company integrity and overall market reputation.

Conclusion

The key takeaway? Burn the outdated playbook, trust your people, and let genuine communication guide your metrics. With these steps, both marketing and sales teams can work smarter, fostering an environment where pressure isn’t a destructive force but a motivating one.

Struggling with sales dynamics in your organization? Let's keep this conversation going. Got thoughts, experiences, or insights? Drop a comment below or reach out to our guest, Cohen, for more wisdom.