Go To Market StrategyBest in class sales teams spend 75% of their time selling.  The average sales force spends 58% of their time selling.  Why? People are inherently inefficient.  We like to tell ourselves and others how busy we are, but busy doesn’t mean productive.


The truth is that most people take a reactionary approach to their day.  We check email immediately when received, answer calls that distract us, and stop everything when someone asks us for the something.  Why?  We don’t think through the consequences of making these decisions and act based on what is right in front of us.


tour-square-buttonHow does this apply to your sales force?  When the current sales team starts showing signs that they are running out of bandwidth (fancy term for time/capacity), what are the options?


  • Option #1: Hire Additional Resources – This is costly
  • Option #2 Create Time – No, I am not losing my mind and I don’t think it is possible to actually elongate the day.  Bringing clarity to where time is being invested will help illustrate the need for change.


    1. Awareness – Measure time for 4 weeks.  Use a spreadsheet similar to the one in my previous post on selling time and have your team track how they spend their time in 15 minute increments within the main buckets they typically spend time on (no more than 25 time buckets)
    2. Summarize the results by role
    3. Compare the current time investment to the following
      • Sales Strategy – are they maximizing time around shareholder value created?
      • World Class Benchmark – how do they compare to a relevant peer group?
      • Scorecard – is their time aligned with their scorecard?
      • Strengths – are people spending time doing what they do best?


  1. Offload, Minimize, Eliminate or Manage activities that don’t produce results


Call to Action:

You control your time.  Don’t let others steal it from you. Use the data above to create a burning platform for change.  How much more productive would you be if you spent two more hours a day on high impact activities?  What happens if your competitors become more efficient and you don’t?  Track your time for the next four weeks.  Share your insights with your team and have them track their time for 4 weeks.  This exercise will improve the effectiveness of your Go to Market Strategy.


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Scott Gruher

Orchestrates and designs the perfect project strategy, one engagement at a time, to ensure that every SBI client makes their number.

Scott joined SBI in 2010 with years of hands-on experience in sales leadership and enterprise selling. Since his arrival, he has helped dozens of organizations dramatically accelerate growth, from Fortune 10 organizations like Phillips 66 to fast-growing cloud service organizations like InfusionSoft. Scott specializes in cross-functional alignment. He helps leaders align around the growth goal and design the right processes to bring the strategy to life. His unique combination of real world experience and a pragmatic approach to problem solving have made him one of SBI’s most demanded resources.

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