Identifying Key Factors That Lead to Poor B2B Sales Results

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In B2B sales, achieving and exceeding sales targets is crucial for business growth and success. However, even the most dedicated sales teams can struggle with poor sales results for various reasons. In such situations, it becomes critical to diagnose the root causes of underperformance and take corrective measures to address them. Analysing poor sales results can be complex and challenging, but it is a critical step to identify and overcome the obstacles hindering sales growth.

In this blog, I will discuss the top contributing factors to poor sales results and provide actionable insights to improve performance.

The accountability gap

Lack of accountability can significantly contribute to poor sales results, leading to a lack of ownership and initiative among sales team members. To establish accountability, it is crucial to set clear expectations and performance goals for each team member. Conducting regular performance reviews, providing feedback, and tracking progress towards goals can help identify areas for improvement and motivate the sales team to perform better. Additionally, it is essential to hold the sales team accountable for meeting those expectations and goals. By establishing a culture of accountability and transparency, sales teams can improve their performance, increase their motivation, and achieve their sales targets more consistently.

Your sales team’s inactivity is hindering growth

In B2B sales, a lack of activity on the part of the sales team can significantly impact their ability to achieve their sales targets. Sales results will likely suffer without actively reaching out to potential customers and closing deals. To address this issue, setting SMART daily goals can help motivate the team and encourage them to work towards achieving their targets consistently. Sales training and coaching can also help develop the skills and confidence needed to increase proactivity and success. Encouraging the sales team to take a proactive approach and providing the necessary resources and support can help them overcome their challenges and improve sales performance.

Failure to establish adequate sales standards

Setting low standards can lead to a lack of motivation and complacency among sales team members, ultimately contributing to poor sales results. Instead, sales leaders must challenge their team to reach higher performance levels to work hard to achieve their goals. To address this issue, regularly reviewing and adjusting sales targets and performance standards can motivate the team and encourage them to strive for higher levels of achievement. Setting challenging but realistic goals to inspire the sales team and foster a culture of continuous improvement is essential. By setting high standards, sales teams can stay motivated, perform better, and consistently achieve their sales targets.

Ineffective leadership

Effective leadership is essential to the success of a sales team. Poor leadership can result in a lack of direction, inadequate resources, and insufficient support for the sales team, ultimately leading to poor sales results. Leaders must regularly review and assess their performance to identify areas to improve. They must provide clear direction, set achievable goals, and ensure the sales team has the resources and support they need to succeed. By improving their leadership style and effectiveness, leaders can help create a positive and supportive sales environment that empowers their team to achieve their sales targets and drive business growth.

Ineffective sales processes

Ineffective sales processes can create roadblocks that prevent sales teams from achieving their targets. Bottlenecks in the sales process can lead to a lack of efficiency, a drop in productivity, and lost sales opportunities. Leaders must review their sales processes to identify areas for improvement and streamline the process to eliminate bottlenecks. They must also incorporate technology and tools to help automate and simplify the sales process, reducing the workload on sales reps and allowing them to focus on selling. By improving the effectiveness of their sales processes, leaders can help their sales team perform at their best and achieve their sales targets.

Misaligned sales and marketing efforts

Misaligned sales and marketing efforts can significantly contribute to poor sales results in B2B sales. When sales and marketing teams are not working together effectively, it can lead to confusion, miscommunication, and missed opportunities. To address this issue, messaging, targeting, and sales tactics must align with marketing efforts to ensure both teams are on the same page. Additionally, open communication and collaboration between sales and marketing teams must be encouraged to improve alignment and drive better results. Reviewing and adjusting strategies and processes can also help ensure efforts are aligned and effective.

Lack of product knowledge or little understanding of customer needs

When salespeople do not understand the products or services they are selling, it can lead to confusion and mistrust from potential customers. Similarly, if they are not attuned to customer needs, they may be unable to effectively position their offerings to meet those needs, resulting in lost sales. Regular product training and encouraging salespeople to interact with customers to understand their pain points and needs can help address these issues. Additionally, collecting and analysing customer feedback can help sales teams refine their messaging and approach to better align with customer needs.

Market trends and competition

Market trends and competition can have a significant impact on sales performance. Changes in the market, such as shifts in customer preferences, technological advancements, or economic factors, can affect demand for products and services. Increased competition can also lead to decreased market share and lower sales. To address these challenges, it’s crucial to stay informed about market trends and changes in your industry and adjust your sales tactics accordingly. This may involve targeting new customer segments, exploring new sales channels, or offering differentiated products or services. As a result, businesses can maintain strong sales performance and grow their business over time by staying competitive and adapting to changing market conditions.


Poor sales results in sales B2B can have various root causes, from a lack of accountability and activity from the sales team to ineffective sales processes and misaligned sales and marketing efforts. Sales leaders must diagnose the root causes and address them effectively to improve performance. By setting clear expectations, providing ongoing training and coaching, streamlining sales processes, staying informed about market trends and changes, and regularly assessing their performance, sales leaders can improve their team’s performance and achieve better sales results.

Transform your B2B sales performance with Resonate

At Resonate, we understand the challenges businesses face when striving to achieve their B2B sales targets. As a full-stack B2B sales consulting firm, we have the expertise to help you uncover the root causes behind your underperformance. Our team will analyse your sales process, assess your team’s performance, and provide actionable insights tailored to your specific needs. From establishing accountability and enhancing sales standards to aligning sales and marketing efforts and optimising sales processes, we will work closely with you to drive improvement and long-term growth.

Please get in touch to discuss how we can help transform your B2B sales performance.

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RK is the CEO & Co-Founder of Resonate.

RK is Resonate’s chief strategist, thought leader, and IT industry veteran. Our clients depend on RK to advise on their business strategy, channel strategy, and sales strategy. 

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