Improve Sales Consistency with a Targeted Strategy and Pipeline Audits

Sales Goals & Organisational Alignment

• We assess whether your sales goals are clearly defined, measurable, and aligned with wider business objectives, such as revenue growth, market expansion, or customer retention. This includes reviewing how these goals are set, communicated, and cascaded across the team to ensure focus, accountability, and strategic coherence.

Data Collection & Analysis

• We assess the depth, quality, and structure of your sales data, including how it’s collected, stored, and used. This includes evaluating lead source tracking, pipeline reporting, contact histories, and conversion metrics to ensure data is actionable and supports informed decision-making.

Ideal Customer Profile (ICP) Fit

• We assess whether your sales efforts are focused on the right types of customers, those most likely to convert, retain, and grow in value. This includes reviewing current and historical customer data to identify common characteristics, sectors, and buying behaviours. We also evaluate whether your ICP is documented, understood by the team, and actively used in targeting, qualification, and outreach strategies.

Positioning & Value Proposition Alignment

• We assess how clearly and consistently your value proposition is communicated across your sales activities. This includes reviewing the alignment between your messaging, target market needs, and the strengths of your product or service. We evaluate how well your core positioning differentiates you in the market, whether your team is confident in articulating it, and whether messaging is adapted for different segments or buyer journeys.

Sales Collateral Review

• We review the quality, accessibility, and effectiveness of your sales materials, including decks, brochures, case studies, proposals, and email templates. We check whether the collateral aligns with your messaging, supports each stage of the sales journey, and is actually being used by your team.

Sales Funnel Analysis

• We review your entire sales funnel from initial contact through to close, identifying friction points, conversion bottlenecks, and areas of leakage. This includes analysing conversion rates at each stage, time to close, and follow-up effectiveness. We also check whether the funnel structure supports strategic goals, such as upselling, cross-selling, or shortening sales cycles.

Sales Process

• We map and evaluate your current sales process to ensure it is clear, consistent, and aligned with how your buyers make decisions. We examine each step, from prospecting and qualification to proposal, Objection Handling and close, to identify inefficiencies, duplication, or drop-offs. We also assess whether your process is documented, scalable, and followed uniformly across the sales team.

Sales Documentation & Playbooks

• We assess whether key processes, messaging, and best practices are captured in playbooks or internal documentation. Well-maintained documentation ensures consistency, supports onboarding, and enables performance replication across the team.

Sales Channel Evaluation

• We assess your current sales channels, including cold outreach, email, social selling, events, and referrals to determine how well they align with buyer preferences and the nature of your product or service. This includes reviewing channel-specific performance, the relevance of messaging, and your team’s confidence in execution. We also identify underused or high-potential channels that could extend your reach or improve conversion. To support data-led decision-making, we benchmark performance using metrics such as ROI, conversion rates, lead-to-close timelines, and customer acquisition cost, while reviewing data quality to ensure your channel mix is balanced and evidence-based.

Sales Model Analysis

• We examine your overall sales approach across models such as inbound, outbound, account-based selling, and transactional or volume-driven strategies. We assess whether these models align with your goals, target audience, and the complexity of your product or service. Additionally, we review the consistency of execution and highlight opportunities to strengthen performance, increase efficiency, or enable scalable growth.

Retention & Loyalty

• We review how your sales and customer teams work to retain clients, encourage repeat business, and drive long-term value. This includes evaluating reactivation campaigns, upsell strategies, customer success touchpoints, and loyalty schemes. We also assess how effectively customer data is used to reduce churn and extend lifetime value through proactive engagement.

Referrals & Partnerships

• We assess the extent to which referrals and partnerships are being used as reliable and scalable lead sources. This includes reviewing referral programmes, customer advocacy efforts, and cross-promotional partnerships. We evaluate whether incentives are well-aligned, and whether a consistent process exists for managing and tracking these channels effectively.

Offer Architecture

• We examine how your pricing structure, product/service packages, and upsell or cross-sell options support different buyer needs and enable sales flexibility. This includes assessing whether offers are clear, well-positioned for different segments, and designed to guide customers toward higher-value solutions. We also explore how offer design influences both perceived value and conversion rates.

Product Delivery

• We evaluate how your product or service is delivered post-sale and whether the experience supports long-term customer satisfaction and brand trust. This includes assessing onboarding processes, fulfilment timelines, service quality, and post-sale engagement. We also consider how effectively customer follow-up and re-engagement are built into your overall delivery model.

Objection Handling

• We analyse how objections are handled throughout the sales process and whether common concerns are documented, anticipated, and effectively addressed. This includes reviewing how objections are captured, shared, and incorporated into training, collateral, and sales messaging. We also assess whether your team is equipped with consistent, strategic responses that build trust and move prospects forward, rather than relying on reactive or ad-hoc approaches.

Customer Feedback Loops

• We examine how customer insights, including sales objections, lost deal reasons, satisfaction scores, and qualitative feedback — are collected and used to refine your sales strategy. This includes reviewing how feedback is captured, analysed, and actioned to improve targeting, messaging, offers, and customer experience. We assess whether feedback loops are structured, timely, and meaningfully influence decision-making.
   

Buyer Understanding & Sales Messaging

• We assess how well your sales team understands the target customer’s needs, buying journey, and pain points. This includes evaluating the clarity, consistency, and effectiveness of sales messaging and value propositions used across different stages of the funnel. A strong understanding of the buyer enables better qualification, engagement, and conversion.

Sales Team Structure & Capability

• We assess the structure, size, and composition of your sales team to ensure it supports your business model, sales goals, and growth plans. This includes evaluating role clarity, balance of responsibilities, skill levels, and capacity to manage current and future pipeline demands. We also consider whether specialist roles (e.g. SDRs, AEs, account managers) are appropriately deployed and supported with adequate onboarding and training.

Tools & Systems

• We examine the tools, platforms, and technologies your sales team relies on, such as CRM systems, email automation, analytics, and pipeline management tools. This includes checking for proper configuration, integration with other systems, and day-to-day usage. We also evaluate whether the tools are enabling or hindering productivity, and whether the investment is delivering measurable ROI.

Process Consistency & Internal Alignment

• We examine how consistently your sales process is applied across individuals, channels, and customer types, and how effectively handoffs occur between sales, marketing, and operations. We identify breakdowns in process, communication, or documentation that may lead to inefficiencies or revenue leakage, and assess whether workflows are designed to scale and adapt to change.

Performance Monitoring & Accountability

• We review how sales performance is tracked, including the KPIs, metrics, and tools used to monitor activity and outcomes. This includes evaluating the accuracy and use of data, the effectiveness of forecasting, and how results are used to drive behaviour. We also assess leadership’s role in setting direction, motivating teams, addressing underperformance, and scaling success.

Culture, Coaching & Incentives

• We assess the culture of learning and improvement within the sales function. This includes the frequency and quality of coaching, peer learning, and performance feedback. We also evaluate whether compensation structures and incentives align with your desired behaviours, such as collaboration, customer value creation, and healthy pipeline development.

Collaboration & Innovation

• We evaluate how well your sales team collaborates with other departments, such as marketing, product, customer success, and operations to create a seamless buyer experience. We also explore how the team embraces experimentation, incorporates feedback, and adapts to new tools, techniques, and market dynamics.