When the Problem *Is* the Sales Team: Leading Through Underperformance with Clarity and Accountability

Most sales challenges stem from structural issues, unclear targeting, inconsistent processes, and misaligned incentives. But not always. Sometimes, after you've fixed the strategy, improved handoffs, and clarified expectations, the results still don't come. And in those moments, you’re forced to face a harder truth: the issue may not be the system. It might be the team or specific individuals on it.

For many mid-market and privately held businesses, this realization is uncomfortable. Salespeople are often among the most visible faces of the company, and long-tenured team members may be deeply woven into the culture. However, when performance stalls, leaders have to differentiate between problems of structure and problems of execution. Ignoring the distinction leads to costly delays and, more critically, a culture of lowered expectations.

At Anavo, we help clients approach this challenge with fairness and clarity. The first step is data. Are activity levels where they should be? Is pipeline health consistent across the team? Are deals progressing, or stalling at the same stage every time? These aren’t punitive questions, they’re diagnostic ones. Underperformance is rarely a mystery if you’re looking in the right places. The key is to combine objective data with meaningful conversations, getting in the way, and determining what support is needed.

Sometimes the answer is coaching, tighter management, or reestablishing what success looks like. But other times, it’s a matter of fit. Not everyone thrives in every system, and when misalignment drags on, the impact extends beyond just one role. It erodes team morale, frustrates operations, and undermines trust in leadership. Taking decisive action, even when it's difficult, is part of leading a high-performance culture.

The goal isn’t to blame its clarity. Great sales teams are built, not inherited. When accountability is applied consistently and purposefully, the best people rise to the challenge. The rest make room for those who will.

Is your team aligned, accountable, and built for growth? If not, it may be time for a deeper look.

Need help diagnosing performance gaps on your sales team?

Anavo partners with leadership teams to uncover the root causes of underperformance, whether structural, strategic, or individual. Let’s talk about how to rebuild clarity, accountability, and momentum across your sales organization.

Anavo - means "to light up," "ignite," or "rekindle." It can also convey the sense of setting something in motion or bringing it to life, much like lighting a fire. The term is often associated with energy, renewal, and inspiration, making it a powerful metaphor for transformation and growth.