Every sales leader aims for steady, predictable revenue growth, but many struggle to achieve it. According to 40% of CROs, the biggest challenge is generating and converting a strong pipeline, a problem exacerbated by external factors like economic instability, inflation, and evolving customer behaviours. These challenges contribute to inconsistent revenue growth, but the root cause often lies in sales rep performance.

The critical role of sales in revenue growth

Sales is the primary driver of revenue, and sales performance directly impacts overall business health. Yet, in today’s unpredictable market, B2B sales teams are underperforming. Buyers are more cautious, building a pipeline is tougher, win rates are dropping, and many sales reps are missing their quotas:

• 42% of companies report a drop in win rates.
• 61% of sales reps find selling harder than before.
• 69% of reps fall short of their quota, requiring more effort to close deals.

Top 3 reasons for inconsistent sales performance:

1. Doing more with less
   Companies are pressured to grow with fewer resources.
   
   
2. Complex buying process
   With an average of four stakeholders per decision and 61% of deals lost to buyer indecision, selling is increasingly difficult.
   
   
3. Sales rep underperformance
   A staggering 83% of reps underperform, leaving businesses to rely heavily on a few top performers – an unsustainable model for long-term growth. When sales teams don’t perform, the entire business suffers, missing out on potential growth.
   

Ensuring predictable revenue growth

Consistent performance comes from setting clear expectations for your team. At Flume, we’ve researched how top-performing sales teams achieve outstanding, consistent results. Our tailored whitepaper for the Media & Events industry outlines:

• How high-growth organisations outperform competitors through consistent, experience-driven sales behaviours.
  
  
• A three-step approach to improve performance:
  
  1. Identify high-performing, buyer-led behaviours.
  2. Codify best practices.
  3. Optimise training for long-term impact.

Sales has reached a turning point. Businesses relying on outdated approaches risk inconsistent revenue growth. By focusing on behaviour change and investing in the right sales habits, companies can unlock their teams’ full potential and drive consistent revenue growth.

Download the whitepaper “Driving Predictable Revenue Growth: A Roadmap for Media & Events Sales Leaders” for more in-depth insights and discover the 3-step framework for improving sales team performance.

Find out more about Flume Sales Training here.