“We did everything by the book. Why isn’t it working?”
I’ve heard some version of this over the past 25 years of helping companies transform their sales organizations.
Another version of this statement is: “We’re not transforming fast enough.”
And it is often followed by a familiar pattern of statements:
- We made the decision within the management team to transform
- We developed a plan internally
- We gathered the entire organization and presented it
- The first slides were especially compelling, clearly outlining our vision
- And managers and employees knew what we were expecting.
And yet, it feels like the organization is lagging behind, and results are not showing, even though the kickoff happened two months ago.
So why is it not delivering the expected results?
The answer is self-evident if you investigate.
Let’s revisit those statements:
- The plan was developed by management, sometimes involving external consultancy resources, but to what extent was the broader organization involved in shaping it?
- The kickoff presentation was strong, without doubt. But was the rationale for change truly clear? Was the “what’s in it for me” addressed for each group?
- There is a fine line between a vision and a slogan. How powerful was the vision?
- “Teams know what to expect.” This can range from high-level behavioral expectations to literal financial KPIs. I’ve seen both. What will put the team in motion?
Here’s what’s been missed in most cases:
- The base was not involved or informed beforehand, which has prevented gathering valuable information.
- Top-down exercises can work but they should be managed with caution.
- Considering the kickoff as a unique event and expecting the transformation to happen overnight won’t work.
- Ignoring the legacy and people’s concerns. Unrealistic expectations, celebrating only major achievements.
The number one success criterion of all transformations I’ve seen is people adoption. When the project and the ambition are adopted, people are on board and they will actively make the ambition a success.
By the way, is the management team leading by example?
The kickoff is nothing but a start. Without adoption and a plan, your vision stays a slogan.
👉 Big results don’t need big transformations. A few targeted moves. Immediate ROI. Let’s talk.
