What To Do When You Are Not Hitting Your Numbers

Published on October 1, 2023 by David Zhang

What To Do When You Are Not Hitting Your Numbers

In the high-stakes world of B2B sales, performance metrics are pivotal. They're the lifeblood that keeps a business growing, evolving, and thriving. Yet, even the most seasoned sales teams and managers will inevitably face periods where, despite best efforts, the numbers fall short. Tensions can run high as revenue targets slip through the fingers, and the echo of unmet quotas looms over the sales floor.

When you find your team at this precarious juncture, it's not just a setback—it's an opportunity. An opportunity to dig deep, rally, reassess strategies, stimulate growth, and forge a path to a stronger, more resilient sales engine.

Let's unpack what to do when "the numbers" evade you, offering a step-by-step strategy that navigates the choppy waters of underperformance.

Step 1: Diagnosing the Problem

Before making any changes, understand the 'why' behind the numbers. Perform a granular analysis to uncover patterns and potential causes. Are there market changes affecting your industry? Are there bottlenecks in the sales process? Or perhaps your product isn't resonating as it should be with your target audience? This stage is about assessing the landscape meticulously to pinpoint the root cause of the shortfall without resorting to blame games.

Key Actions:

  • Conduct a pipeline analysis to see where deals are stalling.
  • Examine lead source effectiveness and conversion rates.
  • Evaluate sales activities against recent market changes.

Step 2: Revisiting Your Sales Strategy

If your numbers aren't tracking as expected, take a critical eye to your sales strategy. This could mean revisiting your ideal customer profiles, sales messaging, value proposition, or your go-to-market approach. It's about re-evaluating the strategic bedrock upon which your sales efforts are built.

Key Actions:

  • Review and update buyer personas based on recent data.
  • Calibrate sales messaging to reflect the current market reality.
  • Revamp your sales processes to improve efficiency and effectiveness.

Step 3: Reinforce Training and Enablement

Often, a dip in numbers can indicate a need for enhanced sales training or better sales enablement. Your team should be equipped with not only the right tools but also the knowledge and skills to navigate the evolving sales landscape effectively. This is where "continuous learning" becomes your mantra, and "enablement" refers to providing the arsenal your team needs to conquer the market battlefield.

Key Actions:

  • Identify any knowledge or skill gaps in your team and address them with targeted training.
  • Ensure your sales team has access to the latest industry research and competitor information.
  • Provide effective sales enablement tools to help your team sell more efficiently.

Step 4: Leveraging Technology and Data

In today's data-centric world, using technology optimally can make or break your sales cycle. Take stock of the tools at your disposal. Are you leveraging your CRM to its fullest potential? Are analytics driving your decisions? This is the time to harness technology to gather insights, automate where possible, and give your sales team a competitive edge.

Key Actions:

  • Analyze sales data for insights on customer behavior and sales performance.
  • Implement or upgrade CRM and sales automation tools to reduce time on non-selling activities.
  • Adopt sales intelligence platforms like Aomni to streamline research and personalize outreach.

Step 5: Fine-Tuning Your Team’s Focus

When targets aren't being hit, reassessing where your team is channelizing their energies is crucial. Prioritization becomes key. A focused approach, targeting high-value prospects and conducting strategic outreach, can yield better results than efforts spread too thin across less promising leads.

Key Actions:

  • Prioritize accounts based on potential value and likelihood to close.
  • Align sales efforts with the most promising opportunities in the pipeline.
  • Emphasize strategic selling, leveraging insights and personalization to engage prospects.

Step 6: Creating a Culture of Resilience and Adaptability

The adaptability of your team in the face of challenges is a strong indicator of future success. Cultivating an environment that embraces adaptability, resilience, continuous learning, and constructive feedback can turn a period of underperformance into a powerful growth opportunity.

Key Actions:

  • Foster a positive team culture that embraces challenges as opportunities for growth.
  • Encourage open communication and regular feedback sessions.
  • Celebrate small wins and progress towards goals to maintain motivation.

Step 7: Communication with Stakeholders

Transparent communication with customers, investors, and internal stakeholders is essential. Setting realistic expectations, while presenting a clear plan for turnaround, helps maintain trust and support during turnaround efforts.

Key Actions:

  • Keep stakeholders informed with regular updates and insights.
  • Rebuild confidence with a clear, actionable plan for improvement.
  • Solicit feedback and suggestions from stakeholders to incorporate into your strategy.

Step 8: Staying Agile

In sales, sometimes the winds shift unexpectedly. The agility to pivot and adapt to changing circumstances is what defines the most successful teams. Learn from your experiences, iterate your approach, and stay flexible in the face of change.

Key Actions:

  • Continuously monitor performance and market conditions for shifts that may impact your approach.
  • Encourage experimentation with new sales tactics and strategies.
  • Rapidly adopt what works and discard what doesn’t to ensure constant improvement.


Not hitting your numbers is not the end—it's a signal to recalibrate. It's an invitation to innovate, to seek out inefficiencies, to elevate your team's skills, and to leverage technology for greater insight.

Remember, every challenge is an opportunity in disguise. Use this period to reassess, re-energize, and re-engage with your sales strategy. And when you need a technological partner in your corner to provide real-time insights for strategic selling, Aomni stands ready to offer actionable competitive insights and personalized sales content to assist you in reigniting those numbers and propelling your business forward.

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