One of the primary goals of any organization is to achieve growth—whether in market share, revenue, or profitability. When that growth stalls, falls short of expectations, or even declines, the sales department is often the first to be scrutinized. The common response is to initiate sales improvement efforts, usually targeting individual or team performance. Sometimes, the sales process itself is reviewed and optimized. We refer to this as an internal focus.

However, what is frequently overlooked is whether the root cause of the problem lies at the intersection of sales and other departments. For example, if Marketing fails to provide high-quality leads, the issue may originate within the marketing function. Similarly, if the product lacks a proven product-market fit or is operating in a saturated “red ocean” market, the root cause may lie within Product Management.

When the underlying issue spans across Sales, Marketing, and Product Management, a more systemic solution—often requiring cross-functional innovation—is needed.

In other words, before launching solutions such as a “sales motivation workshop,” it is crucial to first diagnose where the problem actually resides. A clear diagnosis helps determine the nature of the problem and guides the selection of the most effective intervention.

Structure of the Assessment