If you're behind plan, you already have a theory about why. Most leaders do. The useful question is whether your theory is right, and whether you'd find out if it wasn't.
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In B2B sales forces, the limit is nearly always in one of three places. Most organizations have weakness in all three, which is normal and isn't the point. The point is which one, fixed first, produces the most revenue in the least time.
You aren't starting enough quality conversations with the right buyers. Everything downstream is starved.
You're having conversations, but too few turn into revenue, or they take too long and cost too much margin along the way.
You keep your customers and you don't grow them. Revenue that should compound sits flat.
Each one feeds the next, which is why a weakness early in the sequence shows up as a symptom later.
Whether it's a sales problem at all. Four questions about market, product, pricing, and marketing that are worth answering honestly before you spend anything on the sales force.
How to tell the three apart. What you'll observe in each case, the metrics to check in your own numbers, and the tell that separates a real constraint from a loud symptom.
A twelve-question self-assessment. Drawn from the full 29-question Sales Effectiveness Diagnostic, with scoring and guidance for when your three totals come out close.
How to test the hypothesis before you act. Against your data, against what your managers and reps would say, and against root cause — because only one of the likely causes is training.
What a focused fix involves. The shape of a Situation Assessment you can run yourself, and what a targeted intervention asks of your sellers, your managers, and you.
Most sales improvement fixes the wrong thing. Revenue falls short, leadership diagnoses the problem from whichever symptom is loudest that week, the team gets trained, and two quarters later you're having the same conversation. The training usually wasn't the problem. It was aimed at something that wasn't limiting performance.
Twelve questions answered by one person reflect one vantage point, so the guide also shows you how to test what you find. Against your data, against how your managers and reps would answer the same questions, and against root cause, because a low score tells you where but not why.
This guide is written to prevent that.
Mike Kunkle is an internationally recognized expert on sales enablement, sales effectiveness, sales coaching, and sales management. He's spent more than thirty years helping companies drive revenue growth through proven sales systems and enablement strategies.
He's the author of The Building Blocks of Sales Enablement and the creator of The CoNavigator Method, which spans B2B Sales Mastery, Sales Coaching Mastery, and Sales Management Mastery. All three are available now as training programs. The first book in the series, The CoNavigator Method for B2B Sales Mastery, releases in Q4 2026, with the other two following in 2027.