The Sales Performance Paradox
Why more technology, training, and data aren't producing better sales teams
87% of sales organizations use AI, yet McKinsey finds fewer than 10% of organizations have scaled it in any given function. Sellers carry an average of eight tools, and 42% say they feel overwhelmed by them. The problem isn't investment. It's translation: turning tools, training, and data into what sellers and managers actually do when the conversation matters. This report introduces the Performance Translation Gap and a four-quadrant model to show where your organization sits.
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40 pages · 30 min read
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Inside this report
- Why adoption has outrun value: 87% of sales organizations use AI, but fewer than 10% of organizations have scaled it in any given function
- How more tools can create more drag, with sellers averaging eight tools and 42% feeling overwhelmed, while 57% say sales cycles are getting longer
- Why buyers raise the bar for human sellers: 61% prefer a rep-free experience, 73% avoid suppliers who send irrelevant outreach, and buyers complete about two-thirds of the journey before talking to sales
- Why training and coaching can work but often don't transfer, and what happens in the 30, 60, and 90 days after the training event
- The Performance Translation Gap, which compares investment intensity with behavioral activation, and the four organizational quadrants it creates, from the Paradox Zone to Human-Activated Growth
Braintrust has spent 20+ years applying behavioral neuroscience to how organizations sell, lead, and develop talent. Our NeuroSelling® and NeuroCoaching® methodologies are used by Fortune 500 companies and high-growth organizations worldwide.
