Your Sales Process is Broken

Where Sales Challenges Meet Solutions - Sales Enablement in Action

If you lead a SaaS or B2B sales team, chances are you’re losing deals - and money - every single day for reasons that aren’t obvious.

Why Is Your Sales Process Stalling?

It usually comes down to Skills, Process, or Tools.

When deals get stuck, quotas are missed, or new reps struggle to ramp, the root cause almost always falls into one of three buckets: skills, process, or tools.

1. Skills Gaps

Sometimes the issue is a lack of clarity around fundamental selling skills. Could be negotiation, objection handling or talking to the right people. For example:

• Do your reps truly understand your Ideal Customer Profile (ICP)?

• Are they clear on who the buying persona is, what they care about, and what metrics matter to them?

• Have you documented these details and trained your team so everyone is aligned?

• Can your reps confidently ask the right questions to uncover customer challenges, needs and metrics?

• Do they know how to identify pain points and translate them into measurable business outcomes?

If the answer to any of these is “no,” you’re likely facing a skills gap that’s costing you deals.

2. Process Misalignment

Other times, the problem is rooted in your sales process itself. Maybe your forecasts are unreliable, your reps are slow to ramp, or there’s no clear onboarding journey. Perhaps new hires are overwhelmed with information in their first two weeks, learning how to build Salesforce reports and clone dashboards before they even have access to the system. Or what about your handover process between SDRs and AEs or AEs and the Customer Success team?

This kind of misalignment is common, and it creates confusion, slows down productivity, and ultimately costs real revenue.

3. Tool Overload or Underutilisation

Finally, even with the right skills and processes, the wrong tools - or too many tools - can drag your team down.

Are your reps spending more time navigating platforms, updating tasks, tackling through admin, rather than actually selling? Is your tech stack supporting your sales process, or just adding friction?

Sound familiar?

If you recognise any of these issues, you’re not alone. The good news: once you identify these challenges, you can take targeted action to fix it, and unlock your team’s full potential.

Most organisations respond by throwing more training, tools, and content at the problem. But more isn’t better. Training is forgotten in days, tools go unused, and content gets buried. Instead of enabling your team, all this noise just overwhelms them.

The teams breaking through these challenges aren’t working harder - they’re working smarter. They use a focused, agile approach to sales enablement that delivers real results. Here’s how you can do the same.

5 Steps to Optimise Your Sales Process and Transform Your Team

1. Audit Your Sales Process: Find the Bottlenecks

Start by mapping your sales process from first contact to closed deal. Identify exactly where deals get stuck, where reps lose time, and where handoffs break down. Talk directly to your team about what slows them down and what they avoid. The best insights come from the front lines.

2. Define Success With Your Team: Set Clear, Measurable Goals

Choose a few metrics that actually matter, like ramp time, win rate, number of new logos, or content adoption. Set specific, non-negotiable targets, such as “reduce ramp time by 30% in 90 days.” Make these goals visible and share them with your team so everyone is aligned and accountable.

3. Build Agile Sprints Into Your Workflow: Implement, Measure, Repeat

Forget giant training rollouts. Launch one small, targeted initiative at a time - like a new playbook or a CRM tweak. Work in two-week sprints: test, gather feedback, and measure the impact. Double down on what works, and cut what doesn’t. Speed and iteration will keep your team moving forward.

4. Create Continuous Feedback Loops: For Your Reps & Leadership

Set up weekly check-ins with your team. Ask what’s working, what’s not, and what they need right now. Use this feedback to adjust your enablement, training, and tools in real time. When your reps feel heard, they’ll stay engaged and motivated.

5. Cut the Fat From Your Sales Cycle: Optimise Relentlessly

Eliminate tools, steps, and content that don’t drive deals forward. Streamline approvals, clarify pricing, and automate what can be automated. Lean Six Sigma principles can help you remove friction at every stage so your team can focus on selling.

What Happens When You Take Action

Teams that follow this process see faster ramp times, higher adoption of enablement content, and a measurable impact on revenue. Reps become more confident, deals move faster, and sales leaders finally get the visibility and results they need.

Your Action Plan - Start Today

1. Block out two hours this week to map your sales process and spot bottlenecks.

2. Pick one metric to improve and set a 30-day goal.

3. Launch a micro-initiative (one new playbook, one process tweak).

4. Schedule weekly feedback sessions with your reps.

5. Cut one tool or step that adds friction.

Ready to Stop the Misalignment?

You don’t need another bloated enablement program. You need a system that’s agile, lean, and relentlessly focused on results. If you’re ready to rebuild your sales process and actually win, let’s talk.

Remember: The only thing riskier than change is standing still.