How can we use sales performance data to identify gaps in knowledge or areas where the sales team needs additional support?

Sales performance data can suggest a few things:

1. At the product level, which ones are not meeting targets or are taking LONGER than expected to close? This could, for example, highlight a need for more education on newer products, a need for more competitive differentiation, or even a product/market fit disconnect.

2. At the regional/territory level, do you see a large variation in sales performance? Focus where there are gaps and learn why. It could be training, leadership, or a local issue (like regional-specific regulations or competitors).

3. At the sales stage level, where do you see dropoff? Do you have lower than expected conversion rates early, or late? Is it an opportunity to better refine ICP or qualified deals, or maybe a pricing/packaging issue later on?

There are more examples; these are just a few.

But, the biggest takeaway is that this data supports hypotheses. It does not actually answer what specifically is happening, why it's happening, and how to help remedy it. Be sure to talk to sales leadership and reps to better understand that.