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OPINION

Your reps are hitting their call targets and the pipeline is still empty

When activity is green and revenue is red, the activity target is usually measuring the wrong half of the job.

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Both things can be true

This is the most common shape of the problem we see. The dashboard is green — everybody made their calls. The forecast is a third of what it needs to be. Managers conclude the team is lying, which it is not.

The team is doing exactly what it was asked to do. It was asked for the wrong thing.

The three usual causes

In our own network it has always been one of three, and they are easy to tell apart if the calls are on the customer records rather than in a call log.

One: the list is wrong, and the calls are landing on people who were never going to buy. Two: the calls connect but nothing is agreed, so there is no second call. Three: something is agreed and nobody writes down the date, so the second call never happens.

How to tell which one you have

Pull thirty calls that connected and read what was said. Not the durations, the words. If two-thirds of them end without anybody agreeing a next step, the problem is the conversation and no amount of extra dialling fixes it.

If the next steps are there and the follow-ups are not, the problem is that the promise lived in one person's head. That one is a software problem, and it is the one we set out to solve.

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