Podcast episode
How to Fix a Broken Sales Org in 90 Days | Kevin "KD" Dorsey
30 Minutes to President's Club6 Feb 202538 min
Description
FOUR ACTIONABLE TAKEAWAYS Focus on High-Impact Problems: Prioritize fixing widespread issues over the loudest complaints. High-volume problems drive more meaningful change than squeaky-wheel issues. Leverage 2x Multipliers: Target improvements that can double key metrics rather than marginal gains. Align leadership early so they understand why other issues aren’t top priority. Weekly Wiggle Wednesdays: Hold a one-hour leadership meeting to refine sales tactics. Use the four D’s: define, document, demonstrate, and deliberately practice new strategies. Transparent 1:1 Tracking: Link manager-rep 1:1 docs to the director’s 1:1 doc. Track each rep’s key metric, issue diagnosis, and growth plan for better coaching visibility. KD'S PATH TO PRESIDENT’S CLUB CRO @ Finally SVP of Sales and Partnerships @ Bench Accounting Practice Lead, Revenue Leadership @ Winning by Design VP of Inside Sales @ PatientPop Inc. Head of Sales Enablement & Development @ ServiceTitan VP of Sales @ SnackNation RESOURCES DISCUSSED Read: Join our weekly newsletter Steal: Templates, drips, scripts 30MPC Training: 30mpc.com/training
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So when I'm joining a new company, I want to get to know my people very quickly, and I'm trying to identify my dominoes. So the domino is, if this person falls, the rest of the team falls with them, and that is either a good way or a bad way, and so I want to know who's the emotional center of the team. “Who do people look for to say, all right, if this person is bought in, I'm with it.” So I'm very quick to identify my dominoes, both at the team level, but also at the executive level. So that is step one for me. Boom. What's number two? Number two is I'm looking for two X levers. Too often when leaders join a company, they're trying to fix everything. They're trying to fix every single thing at once, where I'm trying to identify where
How many opportunities are we creating? Pipeline value, what it's worth. And this is one that so many people get wrong is, and some of y'all listen, it's like, if you have pipeline coverage, they're like, oh, we need 3X coverage, 4X coverage. People just make it up. It's like, well, 3X coverage only works if your close rate's 33%. People are just making it up. “But the problem is coverage is a value number and close rate is a volume number.” And this is where people go wrong all the time. Where, okay, say my quota is 100K. Well, 3X coverage would be a 300K coverage. 300K. But if my close rate's 20% and I only have four opportunities that add up to 300K, how many deals do I get out of those four? My close rate's 20%. I've got four deals.
In Metrics
People are just making it up. But the problem is coverage is a value number and close rate is a volume number. And this is where people go wrong all the time. Where, okay, say my quota is 100K. Well, 3X coverage would be a 300K coverage. 300K. “But if my close rate's 20% and I only have four opportunities that add up to 300K,” how many deals do I get out of those four? My close rate's 20%. I've got four deals. How many deals do I get? That means one in five deals you close, there's a chance you don't get any of those deals. 20% to four is 0.8. So although I had 3X coverage in value, I didn't have the 5X coverage needed in volume.
So although I had 3X coverage in value, I didn't have the 5X coverage needed in volume. So my pipeline value, pipeline volume. Then I'm going below that. There's show rate. Then I'm going below, above that, meeting set. I'm looking then what leads into meeting set. Well, now I have activity. I have my calls. I have my emails. “Then I go into the subcategories with calls, connect rate, conversation rate, conversation” conversion rate, number one objection, top two objections. I go to email, open rate, click-through rate, response rate. I'm going through every sequence. So I'm breaking all that down. Then I get an onboarding. All right, so now I'm on the customer side. Speed to onboarding call. Onboarding, show rate. Speed to value. Speed to login.
And you can very quickly spot some of these things, right? So on all those metrics, and like I said, I splintered them out by channel. I splintered them out by rep. But I'm looking for my 2X leverage. So I'm like, okay, if a connect rate is this, in my experience, I know it should be here. Or if it's lower than I expect. So like close rate. Close rate's 15%. “I go, hmm, well, now I'm looking at close loss reasons.” Close loss reasons in there. What are the reasons things aren't moving forward? So metric-wise, I'm looking at all that. You don't have that. You have to go qualitative. And this is where experience comes in. Y'all could listen to a disco call and tell me whether or not it could get two times better. You've been in the game long enough to look at that.
In Win rates
“First, who is the number one? I'm going to study the absolute shit out of them.” They're doing something different. There's probably things I can already take out of that that I can layer into my own. But then it does, it starts to go into trainings. Actually, last month was one of the first months I hadn't done it in a while. I lead trainings. This morning, before this, I had an hour-long call reviewing the SDR call call script and what
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