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Written by: Keith Bossey
And tweaking it won't fix that. We keep adjusting territories. Refining comp plans. Adding better tools. Running more training. Hiring "better" sellers.
We're optimizing a system that's fundamentally broken.
The environment changed. Buying became distributed, non-linear, continuous. Buyers form conviction across channels you don't control, in conversations you're not part of.
And we're still sending individual sellers out with territories and quotas, expecting them to create and capture all that momentum alone.
One person can't be present across a dozen buying committee touchpoints.
One person can't refine messaging fast enough based on 50 concurrent conversations.
One person can't create the market tension that makes someone care in the first place.
The math stopped working.
Not because sellers aren't trying hard enough. Because the architecture is wrong.
Marketing doesn't operate this way anymore. Product doesn't. Engineering doesn't.
Sales is the last individual contributor role in a team-based world.
And that's why growth is stuck.
This isn't about incremental improvement. It's not about better execution of the same playbook.
It's about recognizing that when the environment changes this much, you don't optimize the old model.
You rebuild from scratch.
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