Why revenue struggles might not be a sales problem and what to do instead
When revenue slows down or growth plateaus, it’s natural to look at your sales team (or lack thereof) and think, “We need to fix sales.”
But not every revenue problem is a sales problem.
Often, what feels like a sales bottleneck is something deeper: a lack of clarity about the market you serve, the value you deliver, or the message you put out. And if you throw a salesperson into that confusion, you’re not solving the problem. You’re just making it more expensive.
A Costly Misstep: A Real-Life Example
A couple of years ago, we worked with a sharp founder who ran a successful custom software development firm. His team built SaaS platforms, mobile apps, and system integrations, and they did it well. The company had grown through hustle, referrals, and a solid track record in the healthcare space.
Eventually, growth leveled off. The founder had ambitious goals and knew he needed a more scalable way to grow. He also wanted to be in a position to sell the business someday, and he knew that buyers don’t place much value on companies that depend on the founder to drive all new revenue.
So he reached out for help.
We helped him clarify his Ideal Client Profile (ICP), refine his message, and build a sales system anchored in strategic partnerships. He was especially strong in healthcare, and while hesitant to focus too narrowly, he agreed to lean in. Then he made a sales hire to run the system.
And right after that… he pivoted.
He had just wrapped development on a niche software product he’d been building quietly for some time, and he decided to shift the entire business toward selling that product instead of custom development.
The result?
The sales system, messaging, ICP, and the expensive hire were all misaligned with the business strategy. Not intentionally, but the consequences were real.
The most costly mistake wasn’t the pivot. It was hiring a salesperson before confirming that the go-to-market strategy was clear and committed.
The Hidden Trap: Solving the Wrong Problem
This happens more often than you’d think.
On the surface, it looks like sales isn’t working. But what’s really broken is market clarity.
Some warning signs:
- The team isn’t aligned on who your best-fit clients are.
- Wins feel like one-offs rather than repeatable patterns.
- Your message doesn’t land, or prospects don’t “see themselves” in it.
- New reps struggle to gain traction, or can’t reproduce your success.
These aren’t sales execution issues.
They’re focus issues.
And no amount of hustle or sales talent can overcome that.
What Predictable Revenue Really Requires
The best closers in the world can’t create consistent results if they’re selling the wrong thing, to the wrong people, with a muddled message.
Here’s what needs to be true before a sales hire will succeed:
- A clearly defined Ideal Client Profile
Everyone on your team, not just sales, should know who your business is for and who it’s not. - An offer that solves a real, painful problem
One that your clients value, buy repeatedly, and talk about. - A message that resonates
It should cut through the noise and make prospects say, “Yes, that’s me.” - A go-to-market strategy your team can align with
If you change your strategy every few months, you’re not ready to scale it.
When these pieces are in place, sales becomes scalable.
When they’re not, hiring salespeople becomes a costly experiment.
Ask Yourself: Is Sales the Bottleneck — or Is It Something Deeper?
Here are a few questions to help you find out:
- Do we know exactly who we’re trying to attract and why they buy from us?
- Are our wins consistent and repeatable?
- Does our message clearly connect with the right people?
- Could we plug someone else into our current sales system and expect success?
If you’re not answering “yes” to most of those, you may not have a sales problem.
You may have a strategy problem, and that’s the first thing to solve.
The Good News? You Can Fix This
Clarity is something you can build. You can:
- Tighten your ICP.
- Talk to your best clients.
- Refine your messaging and story.
- Align your go-to-market strategy before you scale it.
And once that foundation is strong, then it’s time to make the hire.
✅ Want to Know If You’re Truly Ready?
Take our Scalable Sales Readiness Checkup, a short, practical tool designed to help you assess whether you’re actually ready to hire, or if there are some foundational steps to take first.
You’ll walk away with a clear view of:
- What’s working
- What’s missing
- And how to fix it
