It’s easy to blame the sales team when revenue targets are missed. But what if the real problem isn’t how they sell—but what they know?
Sales teams often work in environments where they’re handed leads, playbooks, and product materials built on outdated assumptions. And when deals stall or go cold, the solution is usually “try harder” or “close faster.” But here’s the truth: trying harder doesn’t fix a strategy that’s misaligned with what customers actually want.
Customer Experience as a Sales Enabler
Customer Experience (CX) data provides real-time insight into what customers need, what’s frustrating them, and why they don’t convert. Voice of Customer (VoC) programs, journey analytics, and service feedback are treasure troves of sales intelligence—if you know where to look.
When CX and sales work together, magic happens:
- VoC insight: Sales teams learn what objections and hesitations are most common.
- Journey data: They can see where prospects typically drop off and why.
- Feedback loops: Real-time service data can highlight quick wins and misalignments between customer expectations and sales messaging.
The Trust Gap
One of the biggest barriers to conversion is trust. And trust doesn’t come from clever closing tactics—it comes from relevance and reliability. CX-driven insight helps sales teams build that trust by having more empathetic, customer-aligned conversations.
How To Start
If you’re missing sales targets, start with these steps:
- Involve sales in CX feedback sessions.
- Map the buyer journey and identify where sales touchpoints help—or hinder—conversion.
- Use CX metrics to inform sales KPIs—not just call volume or pitch frequency.
When sales teams have insight, not just pressure, they don’t just work harder—they work smarte
Conclusion
CX isn’t just about delighting existing customers—it’s about winning new ones. If your sales team is underperforming, the answers may lie not in the pitch deck, but in the customer journey.