Fifteen years ago, I set out to improve sales effectiveness across a multinational company.

My mission was straightforward: analyze the data, identify top performers, and find out what made them successful.

One of my first stops was with Henk, a seasoned pro who always hit his targets.

When I visited him at home, I discovered the real secret to his success: it wasn’t his pitch—it was his system. While he focused on building relationships, his wife handled lead generation and appointments.

Together, they had “squared the circle” of sales effectiveness, each playing to their strengths in a simple, effective system.

This was my first lesson in sales transformation: it’s not about reinventing the wheel; it’s about simplifying it.

Why Sales Feels Like Air Traffic Control

Fast forward to today, and sales teams are still drowning in complexity. According to Gartner, only 11% of sales organizations succeed in driving commercial success during transformations (here)

Why?

Because salespeople are burdened with too many roles and tools. Sales teams today are juggling a hundred priorities:

• Managing CRMs

• Analyzing dashboards

• Following up on leads

• Attending endless meetings

• @#&....the list goes on...

And at the end of the day, they’re still expected to SELL.

This paradox is the reason most transformations fail. Adding more tools, metrics, and processes isn’t the answer.

What salespeople need isn’t more—it’s less.

The Core of Selling

Let’s not forget what selling is really about: human connection. Whether it’s selling a product or a service, the core remains the same:

Connect with the customer, Understand their needs, and Deliver Value.

Customers don’t buy products—they buy solutions that make their lives easier.

And in today’s competitive landscape, that means reducing complexity, managing risks, and providing value at every step.

Decluttering Sales for Better Results

To create a truly effective sales organization, you need to declutter. Here’s how:

1️⃣Simplify Roles

Stop expecting salespeople to wear too many hats. Let them focus on what they do best: building relationships and closing deals.

2️⃣Focus on Human Needs

Customers aren’t just leads—they’re people with problems to solve. Design your sales process to meet their needs, not just your sales targets.

3️⃣Segment by Benefits, Not Structures

Forget the org chart. Align teams around customer problems and benefits, not product silos or geographies.

4️⃣Rethink Tools and Processes

Ask yourself: Does this tool help the salesperson connect with the customer? If not, it’s time to declutter.

Squaring the Circle Isn’t Impossible

“Simplifying” doesn’t mean less impact—it means more focus. When sales teams are free to focus on what truly matters—connecting with customers and delivering value—the results speak for themselves.

So, next time you evaluate your sales transformation, ask: Are you clearing the path for your team, or just adding more obstacles?

Simplify. Focus. Grow.

‍