One of the biggest productivity killersis lumping together a mix of different responsibilities (such as raw web lead qualification, cold prospecting, closing, and account management) into one general “sales” role. This creates significant inefficiencies:
Lack of Motivation: Experienced sales people hate to prospect, and are usually terrible at it.
Lack of Focus: Even if a salesperson does do some prospecting successfully, as soon as they generate some pipeline, they become too busy to prospect. It’s not sustainable.Any individual that tries to juggle too many responsibilities, will have a much lower ability to get things done.Sales people have a reputation for being ADD – how does adding more responsibilities help that? For example, qualifying web leads is a much lower value distraction for sales people than managing current clients. And managing a large current client base is a distraction from closing new clients!
Lack of proper training and support: Their company doesn’t train them on how to prospect effectively, give them helpful tools or reasonable goals. Usually the guidance is along the lines of “make more calls!” Wow, that’s helpful.
Unclear Metrics: It’s harder to break out and keep track of key metrics (inbound leads, qualification and conversion rates, customer success rates…) if all the functions are lumped into single areas. Different roles makes it much easier to break out different steps in your processes, which means better metrics.
Less Visibility Into Problems: When things aren’t working, lumped responsibilities obscure what’s happening and make it more difficult to isolate and fix issues with accountable follow through.