Why Your Sales Team Isn’t Underperforming—They’re Undeveloped

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Last week, I spoke with a Head of Sales at a $20M ARR SaaS company about why so many sales teams struggle to hit plan. The answer wasn’t what most leaders expect.

The issue wasn’t pipeline quality or competitive pressure or long sales cycles—it was execution. And execution doesn’t fail because of strategy. It fails because teams aren’t being developed properly.

When a team struggles, most leaders look at:
✔ The forecast—to see if they’ll make the quarter.
✔ The pipeline—to push more deals over the line.
✔ The product positioning—to ensure they’re differentiated.

But few take a hard look at how they’re developing their people.

This is the real gap in sales organizations today.