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Closing the Sales Performance Gap with Fractional CRO John Hammond

This week on the Revenue Insights Podcast we are joined by Fractional CRO John Hammond.

In this episode, Lee and John explore the 2024 B2B Sales Benchmark Report findings and discuss their own experiences of top performers, the current state of sales coaching, and how to effectively lead high performance teams.

As a fractional Chief Revenue Officer, John works with a number of companies to maximize and drive their revenue growth. Currently he acts as Non Executive Director at Routefusion, Commercial & GTM Business Advisor at Duel Tech, and CEO of JHKL. 

Time Stamps:

  • 01:38 – About John Hammond
  • 04:43 – Comparing the 2024 B2B Sales Benchmark Report with John’s experience
  • 06:08 – Surprising attributes of top performers
  • 09:37 – Top performers versus average performers
  • 22:08 – Cause and effect in deals
  • 27:02 – Coaching reps and sales teams on fundamentals
  • 39:21 – Effective sales leadership
  • 45:54 – John’s book recommendation: The Challenger Sale by Brent Adamson and Matthew Dixon


Attributes of Top Performers

While it doesn’t shock John himself, he sees the most surprising attribute of top performing sellers as their professionalism. They will consistently update the CRM and complete their admin work as part of their daily rigor, whilst still exceeding their sales goals. This is one of several attributes that sets them apart from average performers.

Scarcity of Coaching

Today, reps receive very little coaching. Like how we see ‘self-starter’ as an oft-requested attribute in job advertisements, reps are left to learn how to improve themselves without much hands-on coaching from their management. Thus, sellers are missing out on fundamentals, such as the need to understand pain points in the discovery phases, which is then furthering the gap between top performers and average performers. Coaching needs to be improved and implemented to help close the gap.

Leading a Team to Top Performance

To John, management is getting things done, leadership is doing the right things. Motivation is the heart of leadership, but nobody can motivate everyone, and really it’s down to individual sellers to motivate themselves. Leaders have to instead find what makes their teams tick, and help show them that relates to their work. That is how John helps to build high-performance teams.

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