From Chaos to Clarity: Building Better Sales Teams | Liz Heiman

Art & Science of Complex Sales

What if you could transform a chaotic sales environment into a well-oiled machine? Join us for an enlightening conversation with Liz Heiman, CEO and Chief Sales Strategist of Regarding Sales. With her extensive knowledge in strategic selling, Liz shares her insights on creating scalable, manageable, and predictable sales infrastructures. She also shares how leaders can align company vision and values with strategic frameworks to eliminate chaos and foster a thriving sales team environment in this episode.

Building a Sales Strategy That Drives Purpose and Results (8:20)

The first step to eliminating chaos in a sales organization is establishing a clear strategy. Without a guiding plan, sales activities become aimless, leading to inefficiency and misalignment. A strong strategy starts with defining the company’s vision, values, and mission—ensuring everyone understands the direction and expected behaviors. Sales goals alone aren’t enough; they must be supported by context that clarifies priority clients, key products, and target sectors. By providing this strategic foundation, leaders empower their teams to make informed decisions that align with the company’s long-term objectives rather than just chasing quick wins.

Crafting the Right Message for the Right Audience (12:42)

Having a well-defined messaging strategy and ideal customer profile (ICP) in driving effective sales conversations is important. Many organizations believe they understand their ICP but often lack the depth needed to connect with all the decision-makers involved in complex B2B sales. Customers care more about how a product solves their problems than the product itself. Effective messaging must speak directly to each stakeholder’s relationship to the problem, using language that resonates with their concerns. Companies that align their strategy, goals, messaging, and sales process can achieve remarkable growth—whether aiming for consistent, predictable increases or dramatic year-over-year expansion. The key lies in developing clear messaging that prompts potential clients to think, "Can you do that for me?" rather than overwhelming them with product features.

Managing Sales Teams Through Funnel Metrics (20:02)

Accountability in sales leadership is crucial for effective team management, with a deep understanding of the sales funnel playing a central role. With only 40% of U.S. sales reps meeting their quota, the root causes often lie in the absence of strategy, inadequate systems, poor management, or hiring missteps. True accountability starts with mastering key funnel metrics—volume, velocity, and conversion ratios—at every stage of the sales process. Sales leaders must shift their focus from short-term closings to regularly analyzing the entire funnel, enabling teams to meet goals not just for the current month but for the next 3, 6, and 12 months. By managing the funnel rather than focusing solely on final outcomes, leaders can uncover bottlenecks, improve forecasting, and drive sustained success.