This byline by Infer’s Sean Zinsmeister was originally published on the Salesforce blog.
Every sales leader, in every company, is searching for a killer growth angle. We all want to know how to squeeze more out of our pipeline. The best go-to-market managers differentiate themselves by pinpointing key segments where they can close deals quickly. However, this isn’t a code many people can easily crack. Whether you know it or not, your company is sitting on at least some “white space” of untapped opportunities that are already in your funnel. Few businesses realize how much potential revenue they’re actually leaving on the table, but we’re seeing more and more elite sales and marketing shops figure out how to turn pipeline gaps into revenue growth upwards of 10% – and I’ve had the privilege of learning from several of them.
One thing I’ve noticed in top-notch Sales VPs is that it all starts with how good they are at forecasting pipeline. But even when management is great at predicting how much revenue each rep and each channel will bring in, high-growth companies are never quite on target. That’s why identifying gaps is crucial to meeting sales goals. Once you determine where your team is missing the mark, you need to make adjustments quickly to address those gaps. This could mean reassigning territories, changing the makeup of the team, mandating training programs, etc. Good managers go through this cycle again and again to optimize and perfect sales motions until they hit or exceed their number.
The second stage in that sales management cycle – identifying gaps – is the toughest to nail, especially as a company evolves. But I’ve found that the gray area of discovering hidden gems already sitting in a CRM or Marketing Automation system is actually one of those variables that can have a large impact on the topline.