The idea of a fresh start at the beginning of a new year may be a cliché, but there’s a reason why many people set personal goals and dust off gym memberships in January (right after the period of rest and relaxation provided by the festive break): it’s a great time to take stock and review where you are and where you’re heading. This is just as true for businesses and their objectives as it is for individuals. And in the corporate context, it’s especially important to review the performance of the people and processes that combine to drive revenue. Sales efficiency and efficacy are key drivers of success.

That said, with the inevitable complexity of whole-business planning, and the fact that customers and partners often use the momentum of the very start of the year to make enquiries or push projects forwards, it can be challenging to find the time to focus on optimising the sales function. But in fact, it’s never too late (you just might decide you need to call upon a specialist as a bolt-on to your organisation, adding critical capacity and expertise to make sure progress is made).

Quite honestly, it’s always the right time to take a long, hard look at your sales function, and ask yourself “Are we as effective and efficient as we need to be?” Especially given the current economic and business landscape, which means the question has never been more relevant.

Financial pressures demand sharp focus on sales

Let’s not sugar-coat it, businesses are under pressure. Changes in tax policies are squeezing margins, while at the same time inflation and interest rates are forcing hard choices about spending. The bigger picture is relevant, too. Global events – political, economic and environmental – continue to create uncertainty, and that uncertainty inevitably filters down to the bottom line.

But by reviewing what worked and didn’t work last year, and setting out clear goals for the end of this one (plus, crucially, implementing the right strategies to get there), it’s possible to start strong – with clear priorities and a team that knows where it’s headed. Improving sales efficiency and efficacy to increase EBITDA is a no-brainer.

It’s not just about setting sales targets or refreshing KPIs, it’s about taking a wider view of the market, the economy and your competitors to ensure your sales function is set up to thrive in even the most challenging climate.

Innovation for competitive edge

Technology continues to evolve at breakneck speed, and with it, so do your competitors. Whether it’s CRM systems that offer smarter insights, AI tools that predict customer behaviour, or digital platforms that enable seamless sales processes, there’s no shortage of ways to raise your game. Chances are, others in your industry are already doing so. The question is, are you keeping up? A critical part of your sales efficiency review is to assess your current tech stack and identify where you might be falling behind, as well as whether your team is equipped to make the most of the tools they already have.

People first, always

Behind every great sales strategy is a great team. Processes and technology are critical, but they’re no substitute for motivated, skilled, and empowered people. Harness the new-year enthusiasm for a fresh start that is likely to be already instilled within your team at this time, and involve them conversations about how they might be empowered to perform better – whether that’s more training, better communication, or simply setting clear, achievable goals that everyone can rally around. A well-timed reset can energise your people and set the tone for the rest of the year; when your team feels valued and engaged, it shows in their performance.

The economy is unpredictable (but your team can’t be)

A well-prepared sales function can boost revenue very effectively, but it’s important to take a holistic view and understand the status quo, ensuring that your strategies have a firm basis. Achieving this outcome starts with understanding. What’s holding your sales team back from performing at their best? Are they focusing on the right opportunities? Are resources being allocated optimally? Is short-termism hampering efforts to build relationships with prospects and customers? Does the remuneration structure incentivise optimal sales team behaviour? Is there effective collaboration between sales and marketing?

Consider bringing an experienced consultant in as an additional resource, to speed up action on improving sales efficiency and efficacy, achieve perspective and contribute fresh thinking; you may find that they will also get a clearer understanding of what’s working and what isn’t as staff are more likely to level with someone who isn’t their line manager, especially if the information gathered is reported anonymously.

The time to act is now

It’s easy to let the months slip by, get caught up in day-to-day operational challenges, and put off strategic planning until it feels like there’s more time. But the truth is, there’s no better moment than now to reflect, reassess and reset. Take the time to review your sales function with fresh eyes. Look at your numbers, your processes, your technology and your team. Ask the tough questions. Then act. The decisions you make now can set the course for your success not just this year, but in the years to come.

If you're ready to hit the ground running this year and want to ensure your sales team is performing at its absolute best, drop me a message, and let’s explore how we can make 2025 a record year for sales.

let’s chat about sales function optimisation.