Redwood Shores, CA — LSA Global, a leading business consulting, coaching, and training firm that helps growth-oriented organizations align culture and talent with strategy, today announced the offering of a new complimentary Sales Effectiveness Assessment to help companies assess the effectiveness of their corporate sales practices in the areas of:
Is your sales team underperforming — or are you measuring the wrong things?
Most sales leaders can tell you who is hitting quota, who is falling behind, and how their pipeline compares to forecast. But far fewer can explain why their salespeople are succeeding or struggling — and what specifically needs to change to improve revenue growth.
That is where a well-designed sales effectiveness assessment becomes a competitive advantage.
Too many organizations confuse sales results with sales effectiveness. They evaluate performance based on revenue, quota attainment, and pipeline activity without understanding the underlying capabilities, behaviors, and organizational barriers driving those outcomes.
The result? Sales leaders invest in business sales training, sales coaching, technology, and incentives without addressing the real causes of underperformance.
Why Traditional Sales Performance Assessments Fall Short
Revenue is a lagging indicator. It tells you what happened, not necessarily why.
A salesperson exceeding quota may benefit from an established sales territory, strong customer relationships, or favorable market conditions. Meanwhile, we know from sales rep assessment simulation data that a capable salesperson may struggle because of:
If you cannot distinguish sales capability gaps from organizational performance barriers, how can you confidently improve results?
Consultative selling research from the Sales Management Association has repeatedly examined the relationship between sales coaching practices and performance, reinforcing the importance of systematic coaching rather than relying exclusively on outcome metrics.
The implication is clear: Measure what drives sales performance, not just the sales performance itself.
Turn Sales Assessment Insights Into Measurable Revenue Growth
Research by Salas and colleagues, published in Psychological Science in the Public Interest (2012), demonstrates that effective workplace training requires thoughtful design, practice, feedback, and organizational support.
For sales leaders, this means assessment findings must translate into targeted development and reinforced behavior change.
Prioritize the gaps with the greatest commercial consequences. Establish clear behavioral expectations. Equip managers to coach those behaviors. Then measure improvements in conversion rates, deal quality, sales-cycle efficiency, and revenue.
The Bottom Line
Your biggest sales performance problem may not be your salespeople — it may be your inability to identify what is holding them back. A rigorous sales performance assessment challenges assumptions, exposes hidden performance barriers, and separates symptoms from root causes. The question is not whether your sales team has performance gaps. Every team does. The question is whether you can identify and close the gaps that matter most before your competitors do.
What’s Really Holding Your Sales Team Back? Stop guessing where sales performance is falling short. Take our free Sales Best Practices Health Check to uncover hidden performance gaps, identify your biggest opportunities for improvement, and pinpoint what needs to change to accelerate revenue growth.
Tristam Brown is an executive business consultant and organizational development expert with more than three decades of experience helping organizations accelerate performance, build high-impact teams, and turn strategy into execution. As CEO of LSA Global, he works with leaders to get and stay aligned™ through research-backed strategy, culture, and talent solutions that produce measurable, business-critical results. See full bio.
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