Samantha McKenna

In this series on Building a Scalable Sales Engine, we're breaking down essential strategies for SMB CEOs to strengthen revenue and grow predictably. Today, let’s talk about The Top 5 Reasons SMBs Experience Revenue Fluctuations and How To Address Them: Revenue fluctuations can feel like a rollercoaster for SMBs, making it hard to plan, invest, and grow confidently. Let’s look at five common causes of these dips and surges—and, more importantly, how to create steadier growth. 1. Lack of a Defined Sales Process Without a clear sales process, it’s easy for leads to fall through the cracks. When each sales rep approaches deals differently, results become unpredictable. Solution? Map out a step-by-step sales process from lead generation to close, with specific actions for each stage. This creates consistency, improves follow-up, and boosts conversions. 2. Targeting the Wrong Clients When your business serves clients that aren’t a good fit, you’re more likely to face cancellations or low-value sales, which disrupts revenue. Solution? Define an Ideal Client Profile (ICP) based on characteristics of your most successful clients. Train your team to recognize and focus on these types of leads, improving retention and revenue quality. 3. Limited Lead Generation Channels Relying too heavily on one or two sources of leads makes your revenue vulnerable to changes in those channels. Solution? Diversify by exploring additional sources like referral networks, partnerships, or social media. This creates a buffer, ensuring that fluctuations in one channel don’t derail your revenue entirely. 4. Inefficient Sales Follow-Up Many potential deals are lost due to lack of timely follow-up. When follow-ups are inconsistent, revenue is, too. Solution? Use a CRM to track each lead’s status and automate reminders for follow-up. Ensure your team has a standard process for how and when they reach out, creating a steady pipeline flow. 5. Seasonal or Market-Driven Demand Changes Certain businesses naturally face seasonal shifts or market trends. Solution? Plan for these cycles by analyzing data from previous years and identifying patterns. Use busy periods to build a reserve and schedule promotional campaigns during slower times. Preparing for known slow seasons helps maintain a baseline revenue even when demand is lower. Consistency is Key: Revenue fluctuations are common, but they don’t have to be your norm. By creating structured processes, focusing on ideal clients, diversifying lead channels, improving follow-up, and preparing for demand shifts, you can transform revenue from unpredictable to stable, supporting sustainable growth year-round.

11

At DataBased, we see this all the time—a startup with $5M in annual revenue and a growing 12-person sales team hits a wall. Deals are stalling, reps are disengaged, and growth has plateaued. The company realizes it needs a sales leader to scale effectively. - The Wrong Hire The company brings on a seasoned VP of Sales with enterprise experience, offering a $400K package. Six months in, the VP hasn’t delivered. He’s focused on high-level strategy, disconnected from the day-to-day, and struggles to adapt to the fast-moving, hands-on needs of a smaller team. Morale dips, reps leave, and the leadership team realizes the wrong choice was made. - Reevaluating the Approach When DataBased steps in, we help the company rethink its approach. Instead of hiring a VP of Sales, we recommend bringing on a Director of Sales—someone with experience in startups, skilled at leading small teams and driving results in the ~$5K–$75K deal range. With a sub-$300K package combining salary and equity, this new hire aligns with the company’s stage and goals. -The Results The Director quickly makes an impact—streamlining onboarding, coaching reps directly, and improving deal execution. Within a year, the team grows, revenue increases, and turnover drops significantly. By hiring for fit, not flash, the company sets itself up for sustainable growth. - Takeaway At DataBased, we’ve learned that for small teams, a skilled Director or Manager often outperforms a high-profile VP. The key is aligning leadership with the team’s size, deal complexity, and growth stage. When you hire right, the results speak for themselves. If any of this strikes a nerve, contact DataBased Recruiting, https://lnkd.in/gywN7DVF we love helping companies get out of these kinds of jams by finding them amazing people.

27

2 Comments

A weak GTM strategy KILLS interest in an acquisition. How to know if your GTM is deal-ready? You need a scorecard. Here's what buyers actually look for. P.S. Follow me for more content like this.

52

27 Comments

Are you experiencing longer sales cycles? Need more enablement for your sellers? Feeling the pressure on deal sizes? Do you need more pipeline to make the same revenue goals? Watch this on-demand webinar to learn how to drive efficiency across the funnel and keep winning in a tightened market. My favorite takeaways: 1. Create your ICP and personas, and integrate them into your targeting 2. Make efforts to collaborate between teams with shared metrics and feedback 3. Develop a simple or comprehensive lead nurturing strategy to engage buyers 4. Follow up first and personalize it using lead notes, expanding on their reason for shopping 👉 The Efficient Funnel: Lead Targeting and Engagement Best Practices: https://gtnr.it/4cv83gp #Webinar #LeadManagement #Efficiency Gartner Digital Markets Tom Cox Matt Hanson Alison Wong

7

❌ No, the SDR role isn’t going away. ❌ While SDRs and AEs are here to stay, their roles are shifting in response to evolving buyer demographics and changing preferences. At LeadIQ, we’re helping SaaS sales and GTM teams stay ahead of the curve and learn how to thrive in today’s evolving sales landscape. Deep dive into the webinar: “The evolving role of AEs and SDRs in building sales pipeline” for tips and tricks on how to best utilize the AE and SDR relationship for Q4 and into 2025 🤝 Thank you to our webinar panelists: Jessica Nelson, Global Vice President of Sales at Stream Sam Lau, Senior Director of Global GTM Enablement at Anomali Ronald Halbert, Global SVP of Sales Development, Sales Enablement, SMB Sales at Sirion Watch now 🎥: https://lnkd.in/gx7dMRuK volving-role-of-aes-and-sdrs-in-building-sales-pipeline #sales #salestips #SDR #AE #leadiq

24

2 Comments

Here’s the reality: You can’t automate trust. AI tools can draft emails and analyze data, but they’ll never replace the impact of authentic conversations. If your sales process relies too much on tech and not enough on connection, you’re missing the foundation of what drives success. How are you keeping the human side of sales alive in your process? #GrowthMindset #GrowthMindsetSales #TrustInSales #SalesTips

10

5 Comments

What are your thoughts on seeing their deals mapped out in a deal velocity scorecard? This is part of the performance dashboard we're building for MidFunnel. The idea is that sellers can see how their deals are faring. Managers can quickly get a pulse on deal progress. The velocity is calculated based on the responsiveness of communication. Next we're considering adding qualitative insights on prospect eagerness as well. #sales #sales-tech

17

1 Comment

Life science sales reps Here's the best time management advice you won't hear from the gurus: Disqualify deals quickly. Nothing wastes your time more than chasing unqualified opportunities that string you along. Avoid happy ears. Spend less time on bad deals. Spend more time prospecting the right deals. Your win rates will go up. Your stress will go down. Want to learn how? Join Succession

21

4 Comments

The Unicorn Seller Dilemma! Only 5-10% of candidates interviewed for SaaS sales roles meet the "unicorn seller" criteria—those who align perfectly with your sales motion and target market. These candidates bring industry expertise, technical knowledge, and a proven track record but are highly competitive to secure. Need help finding your unicorn seller? Let’s strategize on how to attract and retain top-tier talent.

22

Pipeline pitfalls 1. Target your ICP properly. Are you booking unqualified appointments? 2. Make sure they are interested in moving forward. Are you just creating pipeline to create pipeline? 3. Don’t just follow up to follow up. Do you have defined next steps? 4. Make sure you are talking to the right person. Do they have buying power? 5. Are you advancing the opportunity or moving too slowly? 6. Are you sitting on dead deals that need to be closed lost?

46

12 Comments

"Want to hire A-Players? 🎯 Learn from the best! In this episode of "Battle Scars of a Sales Leader," I chat with Alex Haddon, a world-class sales leader. Alex shares invaluable insights on: 🛠️ Building high-performing sales teams 🙋 Hiring the right talent 🧑‍🏫 Conducting impactful sales interviews She reveals her top interview questions and provides actionable advice for both candidates and hiring managers. What are your go-to interview questions for SaaS sales reps? Share your thoughts below!

36

1 Comment

Why is CS so neglected? Customers are the easiest prospects And yet we don’t have a process for growth Why is that? When funding was flooding in, the focus in so many companies was all on new business. This funding flowed into SDR hires, sequencing tools, marketing budgets and lead generation programs. As this happened, we saw CAC reach often unsustainable levels and it left little budget for Customer Success. More importantly, it wasn’t a top priority for leadership. The process to identify unhealthy accounts and get them healthy and to retain and grow healthy accounts was often missing. Customer Success still rarely falls under the CRO, as if to say that retaining and growing existing customers isn’t part of the revenue engine. I’m seeing it more and more but we still have a long way to go. We’re in desperate need of a reset. There is no better opportunity than to retain and grow an existing customer and it deserves the same investment, resources, strategy, process, data and tools that new customer acquisition has been getting the last 10-20 years. Why do you think so many companies are still dragging their feet here? 🤔

63

41 Comments

Why is CS so neglected? Customers are the easiest prospects And yet we don’t have a process for growth Why is that? When funding was flooding in, the focus in so many companies was all on new business. This funding flowed into SDR hires, sequencing tools, marketing budgets and lead generation programs. As this happened, we saw CAC reach often unsustainable levels and it left little budget for Customer Success. More importantly, it wasn’t a top priority for leadership. The process to identify unhealthy accounts and get them healthy and to retain and grow healthy accounts was often missing. Customer Success still rarely falls under the CRO, as if to say that retaining and growing existing customers isn’t part of the revenue engine. I’m seeing it more and more but we still have a long way to go. We’re in desperate need of a reset. There is no better opportunity than to retain and grow an existing customer and it deserves the same investment, resources, strategy, process, data and tools that new customer acquisition has been getting the last 10-20 years. Why do you think so many companies are still dragging their feet here? 🤔

42

21 Comments

How much should you pay your sales reps? Here’s how to stop guessing and start using data: 🎯 Start with your target revenue 🎯 Choose the type of reps you need 🎯 Make sure you’re modeling in profitability… After hiring thousands of reps across dozens of B2B industries, I’ve developed a unique approach to sales comp. I’m teaching my system next Thursday (8/22) @ 11 am PT. It’s free, it’ll take 20 min, and you’ll get my sales comp calculator. Interested? Comment “Yes” below and I’ll send you an invite. (Side note: Make sure to connect with me so I can DM you!)

5

21 Comments

Some predictable pipeline reflections from GTM audits this week: 1️⃣ Many companies are selling too fast, and it's ironically slowing down closed deals. Talking about product and price too early, pushing buyers faster than they're ready to go, dragging buying committee members along that have no idea what you're talking about. Sometimes three steps is faster than one. Be methodical to accelerate pipeline velocity. 2️⃣ Inbound is often fool's gold. The numbers make you feel good but the quality is fleeting and inconsistent. The healthiest companies combine inbound and outbound into an "allbound" strategy that drives more predictable performance and results. 3️⃣ Marketing programs and budgets in complex sales cycle situations need to be managed from the bottom up, not the top down. Cost per lead isn't nearly as important as customer acquisition cost (CAC) and managing a body of work that's at and below that number on a consistent, repeatable and scalable basis. 4️⃣ Smaller numbers are most often your most important numbers. Stop celebrating webinar registrations, booth drop-bys and social followers. Even engagement doesn't matter unless it's paired with an accurate, comprehensive ideal customer profile (ICP) definition. 5️⃣ Politics is killing internal progress and innovation. The most successful leaders create a culture of collaboration and transparency, maintain a "team sport" mentality to go-to-market, and encourage if not require ongoing professional development and learning.

165

30 Comments

Quotas shouldn’t be equal. Quotas should be fair ✅ Jamie Edwards, Head of GTM Ops & Tools at Gusto, illustrated this subtle difference by classifying sellers into 2 types: - Relationship sellers: Invest significant time to bring in larger deals - Quick sellers: Strive on getting the quickest sale possible When you’re assigning accounts to the reps, here’s the difference in approach: ⚖️ EQUAL: Splitting accounts 50/50 Result? Quick sellers will exhaust their lists faster, while relationship sellers won’t be able to hit most of their accounts. ✅ FAIR: Matching the number of accounts with seller type Result? Quick sellers can engage with more accounts, while relationship sellers can invest time to build deeper connections. That’s how you can improve quota attainment 🎯 #quotaattainment #quotas #sales #podcast #gotomastersshow

15