The Intriguing Concept of 'Team' in Sales: Football or Formula 1?
Which team are you in?
If you're in BtoB Sales, chances are you've responded to a job position mentioning 'individual contributor.' But what does it really mean? Simply put, it signifies that you bear a target, and you alone are responsible for achieving it. Nowhere to hide.
For those in Sales with a managerial position, the term 'team' may enter your vocabulary. It indicates that several 'individual contributors' report to you. How you manage them, as a team leader, rests on your shoulders. And the position does not come with a “How to” manual.
Let's delve into the concept of 'team' from the perspective of a Rep (also known as an individual contributor or a salesperson). We'll save the managerial viewpoint for another time. As a Rep, you're part of a group striving to meet the target set by your manager. They are the one cascading the team's target down to individuals based on various criteria (largely at their discretion). This is what binds you to the concept of a team – you play a role in your manager's overall success.
Teams come in different forms with distinct realities. Drawing analogies from sports can shed light on this. A pair of tennis players forms a team; they share a common objective and complement each other. They win or lose together. A football team comprises 11 players, each with a specific role, supporting each other to secure victory. The same applies to rugby.
Now, let's shift to Formula 1 (F1). To better grasp the dynamics, I recommend the Netflix documentary 'Drive to Survive,' even if you're not a fervent fan of the sport. Each car manufacturer boasts a team of two pilots. The goal is to hire the best pilots (within budget constraints) to compete for the Constructor Championship – the consolidated points won by drivers determining the winning constructor. In your sales realm, this Championship is akin to your company competing against rivals or, not mutually exclusive, your team/division challenging others (across different product lines, regions, verticals, etc.).
Yet, in F1, another competition runs concurrently: the Driver Championship. F1's competitiveness means there's no guarantee a driver will secure a seat next season. If performance falters, you're out, seeking another team if not a new careers. So, who is your primary competitor? Before I reveal the answer, consider this scenario: Two individuals, same car, access to identical support teams and resources, driving on the exact same track under identical conditions. If everything is equal, what explains the difference in performance? Simple: one driver is better than the other. Period. Therefore, your main competitor is your teammate.
In sales, within your team, you're an F1 driver, not a football player. This is how the game is typically designed (in most organizations, most of the time). Your performances, combined with those of your teammates, contribute to the Constructor Championship. If your team underperforms in this Championship based on the initial ambition, decisions might be made, with someone potentially losing their seat next season. The decision is often based on the Driver Championship ranking. If you're at the top, you're safe. If not, it's time to update your resume.
Be mindful that the Driver Championship is designed to motivate you to outperform your teammates. It's a constant reminder that this is a race. During your forecast call, at the end of every month, or perhaps just in your office, the performances of each Rep might be openly displayed on a whiteboard, aiming to motivate you. In this environment, altruism, mutual aid, or support is not inherently built-in. The competition is fierce. Whether you choose to be a team player or not is your call, your initiative, your effort, and personal investment. There are significant benefits to being a team player, at least from my perspective. However, the decision rests with you. Remember, similar to F1, your organization might ask, if not command, you to be a team player and let someone win a specific race even if you had the lead. Your personal interest (the Driver Championship) comes after the team interest (Constructor Championship). Note that, ultimately, your sole performances or ranking in the Driver Championship will dictate if you have a car to drive next season. Your contribution as a teammate would not.
It's interesting to note that car manufacturers don't provide 'training' to their driver/pilots. It's the responsibility of the latter to build a team of experts (physiologist, personal trainer, dietician, PR, etc.) around them to stay at the top of their game. A recommendation for you: do the same. Invest in yourself to stay on top of your game. Don't wait for your organization to do it for you.
Simultaneously, for you to win races (signing deals), you'll be assigned a team of experts to support you in your journey. Experts such as presales, solution architects, etc. The team may change or vary based on the project, customer, or solution's nature. This group of individuals will constitute a team in the sense that they share a common objective with you: to win a specific race. And you'll be the team leader, the captain. This responsibility comes with no title. Paradoxically, despite these experts directly impacting your performances, it's rare to be asked to provide feedback and appreciation about their work. This is curious because you might be in a better position than their manager to evaluate their skills and competence when facing a customer. I once worked in an organization that used 360-degree peer review. I found the tool insightful and beneficial for all parties. If your company doesn't provide the framework for it, take the initiative. If done tactfully and with the intent to help your counterpart/colleague/team member improve, it will be valuable for everyone, including the company. Here too, it's likely to be at your initiative. You won't be credited, rewarded, or praised for doing so - and there is a potential risk of doing so - but don't miss this great opportunity to be a true team player. Helping people grow, improve, and get better will pay back later in various forms (one of them being self-satisfaction).
In the high-speed and competitive world of sales, where individual performance can make or break a career, it's crucial to acknowledge the paradox of being both an individual contributor and a team player. While the environment might naturally foster competition, the choice to be a true teammate lies with you. Being a true teammate by helping others is also a great way to get better yourself through reflection. So, if you don't do it for others, do it for yourself. You won't regret it.
Hope you had a strong Q4 and a great overall 2023.
Now let’s get ready for a whole new challenge: 2024.