Sales leaders are constantly focused on attaining revenue goals, which naturally shifts the bulk of their attention to top performers. After all, they’re the breadwinners who consistently achieve quota and drive revenue. The general perception is that keeping top performers successful will increase everyone else’s performance as they try to keep up.
This is flawed thinking. Core performers, or “B reps,” are a company’s most valuable asset. How is that possible? Get familiar with the 20-60-20 theory. This approach of grouping sellers finds that 20% of a sales team are top performers, 20% are struggling, and the other 60% are somewhere in the middle.
Research done by the Sales Executive Council found that a 5% increase from the middle 60% of performers yielded 80% more revenue than a 5% increase from just the top 10%. If sales leaders want to increase quota attainment and optimize pipeline generation, they have to start by improving the effectiveness of their core sellers.