A salesperson is not a GTM strategy.
Great salespeople shouldn’t have to brute-force growth. Build a growth engine that gives capable salespeople leverage.
The default answer
The default answer to a growth problem is often: “we need more salespeople.”
One part of the engine
But a salesperson primarily addresses one piece of the growth engine: 1:1 outbound within Exposure.
The compensation problem
When the rest of the system isn’t working, we ask salespeople to compensate for it.
What gets worked around
Weak brand? They overcome the credibility gap. Unclear message? They explain it. Weak offer? They sell around it. Not enough demand? They manufacture it. No repeatable sales process? They invent one. Broken tools and data? They work around them.
The quota question
And then we wonder why they aren’t hitting quota.
Stop brute-forcing growth
Great salespeople shouldn’t have to brute-force growth.
Give them leverage
The goal isn’t to find salespeople capable of overcoming a broken growth engine. It’s to build a growth engine that gives capable salespeople leverage.
