Why Australian Sales Teams Are Struggling to Hit Their Targets

In 2023, only 28% of sales professionals in Australia expected to meet their quotas, according to Salesforce.com. This statistic underscores the ongoing challenges faced by sales teams, likely driven by economic uncertainty, shifting buyer behaviours, and evolving market dynamics.

For business leaders, the traditional 'sales team math' assumed that ~70% of revenue came from just 20% of sellers (the A-players). Businesses have historically invested significant time and resources into either lifting B-players or continuously replacing underperforming sales reps - leading to inconsistent customer experiences.

While some industries are booming (e.g. cybersecurity remains in high demand in 2024), this downward trend in sales performance suggests a deeper issue:

Are we losing core selling capabilities, or is the buyer-seller relationship evolving faster than sales teams can keep up?

1. Economic Uncertainty is Reshaping Sales Strategies

Key Challenges:

• Market volatility – Economic fluctuations make it difficult to forecast sales and set achievable targets.

• Inflation & cost pressures – Rising expenses impact consumer spending and business investment, reducing overall deal flow.

Shift Insights: Change is the one constant in business, but the economic turbulence of the past three years has been unprecedented. From record-high acquisition valuations and accessible capital to businesses now struggling to keep their doors open, the only certainty is the need for consistent, profitable revenue and steady cash flow.

The real question is: How can businesses maintain confidence in revenue forecasting today? And more importantly, how is this reflected in sales metrics and planning? These are fundamental questions that business leaders must revisit regularly.

2. Buyer Behaviour Has Shifted—Are Your Sales Reps Keeping Up?

Key Challenges:

• Longer sales cycles – Buyers are taking more time to decide and require more touchpoints before committing.

• Increased competition – With more options available, customers are more selective than ever.

• More informed buyers – Self-educating customers are solving their own problems before engaging with sales.

• Higher expectations – Customers now demand personalised, immediate responses and a clear value proposition upfront.

• ROI-driven decision-making – Buyers require more proof of value before signing a deal, leading to increased pressure on pricing and margins.

Shift Insights: The fundamentals of selling matter more than ever. To stay ahead, tight collaboration between sales, marketing, and product teams is crucial. Your unique value proposition must be crystal clear early in the sales process to qualify potential buyers effectively.

Generic sales approaches no longer cut it - consider how your sales process can create differentiation rather than simply following industry-standard templates.

3. Technology is Meant to Enable Sales - But Is It Creating Barriers?

Key Challenges:

• Tech adoption struggles – Many sales teams resist new tools, affecting efficiency.

• Data overload – Too much information can lead to analysis paralysis, slowing down decision-making.

Shift Insights: Modern CRM tools and automation platforms provide powerful insights, but they’re only as good as the data entered. Overcomplicated systems create unnecessary friction, slowing down sales reps rather than enabling them. Striking the right balance is essential - your sales process should be simple, efficient, and outward-focused, allowing sales teams to spend more time engaging with prospects and less time bogged down by internal admin.

4. The Sales Profession Requires Continuous Training - But Are We Investing in It?

Key Challenges:

• Insufficient training – Many businesses underinvest in sales coaching and development.

• Skill mismatch – Reps may lack the capabilities needed to navigate today’s complex sales environment.

Shift Insights: Sales is a profession, not just a function. Yet, during economic downturns, sales training budgets are often the first to be cut. Ongoing coaching not only lifts capability but also fosters loyalty and trust within sales teams. Sales reps who feel supported and continuously developed are more likely to perform at a higher level—reducing turnover and increasing long-term success.

5. Internal Processes Can Either Accelerate or Hinder Sales Performance

Key Challenges:

• Inefficient sales processes – Outdated workflows slow down sales cycles.

• Lack of internal support – Poor alignment between sales, marketing, and customer success can create bottlenecks.

Shift Insights: Lack of visibility is the enemy of revenue. The evolution of Sales Operations into Revenue Operations (RevOps) highlights the importance of accurate, real-time data across the entire customer journey. RevOps is about more than just internal efficiencies—it ensures sales reps have the right insights, processes, and support to focus on closing deals.

Final Thoughts: Keep Your Sales Team Focused on What They Can Control

With so many external pressures affecting sales performance, it’s critical to support your team with the right tools, processes, and training.

• Offer a clear, differentiated value proposition to make it easier for sales reps to qualify leads.

• Ensure sales processes align with how buyers want to buy, rather than forcing outdated methodologies.

• Provide ongoing coaching and skill development to keep your team sharp and adaptable.

If you’re facing challenges in any of these areas, let’s chat. Book a time with us to discuss practical strategies for improving sales performance in 2024.