This presentation sheds light on modern sales culture elements that are a must to drive business performance effectively and cope with an ever changing business landscape.

1. The 6 Elements of a High-Performing Modern Sales
Culture
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2. It has to be data driven.
Low-performing sales teams use gut feel
to drive forecasting -- you might hear
things like “what's your commit” or
“what are your best cases.” A modern,
high-performing sales team relies on
data to accurately forecast business, and
the entire team is aware of the key
metrics that drive forecast accuracy.
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It's important to emphasize that it can't just be the
sales management team that’s data driven; the reps
must have that mentality, too.

3. You must have transparency.
In order to be data driven across the entire
sales and marketing organization, you have
to be transparent with those numbers.
Really, the whole company should be
aligned with the key metrics that are
driving sales. You can do things like display
that throughout the office, whether that's
just on a whiteboard, in all-hands and
alignment meetings, or something more
real-time.
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However you share the data, keeping it accessible for all
makes sure everyone is aware of performance -- good or bad -
- so you can keep moving forward.

4. Everyone has to have accountability.
In modern sales organizations take a look
at when they lose, why, and hold
everyone accountable when those things
happen. You can’t make excuses for why
your team or individual reps don’t
achieve; whether it's dial metrics,
revenue targets, or monthly goals,
modern sales teams hold themselves
accountable to those metrics.
Accountability is about looking at the
deals that didn't go through, and figuring
out why you lost.
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Did we lose to a competitor? How can we differentiate better
next time? Were we lacking a feature? How do we
communicate that to Product? Is it because of lack of timely
followup? How can we make sure that doesn’t happen again?
Modern sales teams celebrate the wins, but get to the root of
the losses, too.

5. The team should be competitive.
Modern sales leaders create healthy
competition among the team -- and this
really starts with finding people in the
hiring process that are both naturally
competitive but still team players.
When you build a team with people like
that, it creates a positive, high-energy
environment that helps grow itself. Of
course, you can also rev the engine by
running competitions throughout the
week that will help reps get to their end
goals, or help the group hit a larger team
goal.
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If your team becomes complacent, it will fail.

6. You can't stop practicing.
Create a culture of role play -- weekly
mock calls that you set up with your reps
that target specific verticals you sell to,
or to talk through typical objections they
face on calls. Whether it’s a sales
manager hopping on calls or reps
working together, this helps your team
get more comfortable asking some of the
tougher questions, and being able to
work through what a call script should
sound like on a real sales call.
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This isn't just for new hires. This type of training should never
stop.
Sales is like sports -- if your team stops practicing, you can't
expect to keep winning.

7. You must stay agile.
Agility starts at the top. We all need to be
quick on our feet in a fast-changing sales
environment. Whether that’s the way
you position yourself in the market,
figuring out how to sell to a new target
vertical, or addressing and fixing a break
in the sales process, less agile sales
leaders will quickly fall behind their more
modern counterparts. Sales leaders that
act quickly when things go wrong will
foster a team that's similarly adaptable.
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You hear that a lot in Marketing and Product, but it's true for
Sales, as well.

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