Issue link: https://iconnect007.uberflip.com/i/1537616
48 PCB007 MAGAZINE I JULY 2025 Diagnosis: Undefined roles means unpredict- able results. Fix: Clarify your expectations. Even if someone is wearing both hats, make sure they split their time. Monday–Wednesday: new business. Thurs- day–Friday: existing accounts, or assign by terri- tory or account tier. Real-world example: One sales rep I coached was constantly overwhelmed. After we split his week into two focused days on outreach and three on retention, his revenue doubled in 90 days. Clar- ity creates consistency. Step Four: Compensation Matters Compensation drives behavior. Once you've set the roles, reinforce them with your culture and your compensation plan. If you pay hunters and farmers the same way, they'll all drift toward what pays the easiest. That's usually farming. It feels safer. • For hunters: Reward activity and early wins, such as meetings booked, demos held, first POs • For farmers: Reward growth and longevity, such as upsells, retention, NPS scores • Celebrate both roles equally: Sales managers love the thrill of the hunt. But if all your praise is for "big new wins," don't be surprised when no one wants to stay back and nurture. Step Five: Revisit and Adapt This isn't a one-and-done exercise. Sales evolve and markets shift, and so should your mix. Each quarter, ask your team: • Are we growing the pipeline? • Are we keeping what we land? • Who needs support or realignment? • Where are we (still) leaking revenue? Most companies don't fail because of bad sales- people. They fail because of mismatched roles. You wouldn't send your best hunter to babysit a long-time account, and you wouldn't ask your warmest, most patient farmer to cold-call 50 leads a day. Yet I see it all the time. The best sales orga- nizations are like well-run farms: They plant, tend, and harvest. So, don't just chase rain clouds. Fix your mix.