Sales Management: The Hardest Job in Tech

Let’s face it: sales is hard, but sales management is even harder.

The world of B2B Tech sales has undergone a shift driven by evolving buyer behaviors:

• Modern buyers engage with vendors later in the buying process than ever before. The days of salespeople guiding buyers from the very first step are fading.
• The widespread adoption of cloud technology has drastically accelerated these changes in buyer behavior.
• Remote work and social isolation have added yet another layer of complexity to selling. Building trust and rapport virtually is no easy feat.

And what’s more, while buyers have changed, but most sellers haven’t.

The Gap between Training and Execution

Organizations often recognize the need to train their sales teams, but the execution rarely delivers the desired results. Why?

• Training programs require significant investment, yet once they conclude, many organizations “lean back” and hope for change.
• However, selling behaviors rarely change after training, leaving sales results flat and expectations unmet.

Sales managers often find too much of their time spent dealing with what’s happening in front of them daily or even hourly, to be able to dedicate time to coaching their teams and ensuring those new selling skills are put into practice. As a result, they’re left “holding the bag,” and it’s not a great bag to be holding.

A Strategic Approach to Sales Management

The good news is that it doesn’t have to be this way. By adopting a more strategic and disciplined approach, sales teams can achieve sustainable improvement. Here are three things that can help:

1. Reevaluate Sales Metrics and KPIs

Take a hard look at your sales metrics. Are they truly aligned with your business goals? The right KPIs can provide clarity and focus for both sales reps and managers.

2. Assess the Sales Management Model

Examine how those KPIs are monitored, managed, and reported. Does your sales management framework support accountability and growth?

3. Optimize Sales Managers’ Time

Review how sales managers spend their time. Is there a balanced cadence of meetings, coaching sessions, and customer-facing activities? Or are they bogged down with internal tasks? Time spent coaching reps and reinforcing new behaviors is crucial to long-term success.

Sales management is a discipline, a muscle that requires training, tools, and rigor to deliver consistent and improved results.

Tools that make Sales Management easier

Having the right tools can make a huge difference in how sales managers track progress and coach their teams.

• A solid CRM system is essential for keeping tabs on deals and ensuring everyone follows the same process.
• BI tools help managers analyze performance and make better decisions based on real data.
• A sales playbook provides scripts and templates to keep reps consistent, while structured engagement models ensure outreach is strategic and effective.
• Finally, forecasting tools can simplify projections, helping managers stay on top of their numbers.

The right tools free up time for what matters most—coaching and driving results.

Focus on the Moments That Matter

In a complex, multi-step sales cycle, there are 7 Strategic Moments That Matter. Understanding these moments allows salespeople to prepare more effectively, driving a smoother and more successful sales process. These moments can mean the difference between actively guiding a Sales Cycle and passively responding to a Buying Cycle. By recognizing and addressing these key stages, sales teams can foster trust, close deals, and build stronger client relationships.

If you’re ready to tackle the challenges of modern sales management and empower your team to succeed at every step of the cycle, let’s connect. Together, we can create a roadmap to drive meaningful and lasting results.