Sales Physician · Sample report for a fictitious company · salesphysician.com
Sales Physician Revenue Performance Assessment
Revenue Optimization Plan
Newco Technologies (sample) · September 18, 2026 · 32 respondents
Executive summary
Overall Revenue Health64At Risk
Market Insight67At Risk
Sales Readiness60At Risk
Sales Execution64At Risk
- Overall Revenue Health is 64 (At Risk).
- Sales Readiness is the weakest pillar at 60.
- The biggest disagreement is on Sales Coaching: executives rate it 75 and sales professionals rate it 38.
Scorecard
| Capability | Team | Executives2 peopledirectional | Sales managers3 people | Sales professionals27 people |
|---|
| Market Insight™ | 67 | 70 | 66 | 59 |
|---|
| Customer Understanding | 71 | 71 | 75 | 66 |
|---|
| Target Market Intelligence | 68 | 71 | 65 | – |
|---|
| Target Account Intelligence | 62 | 67 | 63 | 56 |
|---|
| Executive Access | 54 | 56 | 60 | 45 |
|---|
| Value Messaging | 57 | 67 | 51 | 54 |
|---|
| Market Positioning | 78 | 83 | 72 | – |
|---|
| Proof & Credibility | 72 | 79 | 64 | 74 |
|---|
| Customer Outcomes & Value Realization | 72 | 67 | 78 | – |
|---|
| Sales Readiness™ | 60 | 69 | 60 | 50 |
|---|
| Tactical Sales Capability | 77 | 75 | 83 | 71 |
|---|
| Sales Coaching | 58 | 75 | 61 | 38 |
|---|
| Sales Development & Reinforcement | 49 | 50 | 53 | 43 |
|---|
| Marketing Support | 52 | 69 | 47 | 40 |
|---|
| CRM & Sales Technology | 58 | 63 | 58 | 52 |
|---|
| Sales Process | 63 | 75 | 58 | 54 |
|---|
| Organizational Alignment | 68 | 75 | 61 | – |
|---|
| Sales Execution™ | 64 | 68 | 65 | 58 |
|---|
| Opportunity Creation | 62 | 63 | 64 | 59 |
|---|
| Early Opportunity Influence | 62 | 63 | 67 | 56 |
|---|
| Discovery Effectiveness | 62 | 67 | 64 | 56 |
|---|
| Customer Commitment | 56 | 60 | 53 | 54 |
|---|
| Opportunity Qualification | 56 | 58 | 61 | 50 |
|---|
| Opportunity Strategy | 54 | 50 | 56 | 58 |
|---|
| Value Creation & Recommendations | 69 | 83 | 64 | 61 |
|---|
| Value Defence & Negotiation | 60 | 63 | 56 | 61 |
|---|
| Pipeline & Forecast Health | 55 | 63 | 56 | 46 |
|---|
| Growth Through Customer Success | 90 | 92 | 89 | – |
|---|
| Continuous Learning & Revenue Improvement | 81 | 83 | 82 | 77 |
|---|
85+ Healthy 70–84 Developing 50–69 At Risk <50 Critical
Probable root causes
Weak results are often symptoms. These weak capabilities are likely being held back by other capabilities that also scored below 70.
- Value Messaging (57) is likely held back by Target Market Intelligence (68) and Organizational Alignment (68).
- Sales Coaching (58) is likely held back by CRM & Sales Technology (58) and Sales Process (63).
- Marketing Support (52) is likely held back by Organizational Alignment (68).
- Opportunity Creation (62) is likely held back by Target Market Intelligence (68), Target Account Intelligence (62), Value Messaging (57) and Marketing Support (52).
- Early Opportunity Influence (62) is likely held back by Executive Access (54).
- Discovery Effectiveness (62) is likely held back by Sales Coaching (58).
- Customer Commitment (56) is likely held back by Discovery Effectiveness (62) and Sales Process (63).
- Opportunity Qualification (56) is likely held back by Customer Commitment (56), Sales Process (63) and Target Market Intelligence (68).
- Opportunity Strategy (54) is likely held back by Opportunity Qualification (56) and Sales Coaching (58).
- Value Creation & Recommendations (69) is likely held back by Discovery Effectiveness (62).
- Value Defence & Negotiation (60) is likely held back by Value Creation & Recommendations (69).
- Pipeline & Forecast Health (55) is likely held back by Customer Commitment (56), Opportunity Qualification (56), CRM & Sales Technology (58) and Sales Coaching (58).
Priority initiatives
Priority 1 · Days 1 to 30
Sales Coaching 58
- What is happening
- Sales Coaching scores 58 (At Risk). Coaching is rare, reactive or opinion-based.
- Why it is happening
- This is a probable root cause: it feeds Discovery Effectiveness, Opportunity Strategy and Pipeline & Forecast Health, which are also weak. Fixing it first should lift those too. It is likely held back by CRM & Sales Technology and Sales Process, which also scored below 70.
- How we know
- Lowest-rated statement (57): "Our organization views coaching as an ongoing leadership responsibility that continuously improves customer-facing performance rather than as a response to performance problems." Executives rate it 75, sales professionals rate it 38.
- What to do next
- Weekly evidence-based coaching cadence. Sales Physician resource: Sales Leadership.
- What should improve
- Coaching sessions held and observed
Priority 2 · Days 31 to 60
Customer Commitment 56
- What is happening
- Customer Commitment scores 56 (At Risk). Deals advance without customer action.
- Why it is happening
- This is a probable root cause: it feeds Opportunity Qualification and Pipeline & Forecast Health, which are also weak. Fixing it first should lift those too. It is likely held back by Discovery Effectiveness and Sales Process, which also scored below 70.
- How we know
- Lowest-rated statement (48): "Our customer-facing professionals consistently earn meaningful customer commitments that demonstrate genuine progress in the customer's decision-making journey."
- What to do next
- Commitment-based next steps. Sales Physician resource: Article 2: Sales Conversation Framework.
- What should improve
- Opportunities advanced by a customer action
Priority 3 · Days 61 to 90
Sales Process 63
- What is happening
- Sales Process scores 63 (At Risk). Process follows seller activity, not customer decisions.
- Why it is happening
- This is a probable root cause: it feeds Sales Coaching, Customer Commitment and Opportunity Qualification, which are also weak. Fixing it first should lift those too.
- How we know
- Lowest-rated statement (62): "Our sales process is designed around the customer's decision-making journey rather than our internal sales activities." Executives rate it 75, sales professionals rate it 54. 10% of answers were "Not sure".
- What to do next
- Map the sales process to the customer's buying process. Sales Physician resource: Buying Process.
- What should improve
- Stages with customer exit criteria
90-day roadmap
- Days 1 to 30: Sales Coaching. Weekly evidence-based coaching cadence.
- Days 31 to 60: Customer Commitment. Commitment-based next steps.
- Days 61 to 90: Sales Process. Map the sales process to the customer's buying process.
- Month 6: reassess with the same team to measure the change.
Reinforce
These are developing (70 to 84). Keep them moving with steady attention:
- Customer Understanding (71). Make this a regular habit: customer insight interviews with 10 best customers.
- Customer Outcomes & Value Realization (72). Make this a regular habit: customer outcome check at 90 days post-sale.
- Proof & Credibility (72). Make this a regular habit: build a proof library (cases, outcome data).
- Tactical Sales Capability (77). Make this a regular habit: skills practice on the Sales Conversation Framework.
Strengths to protect
- Growth Through Customer Success scores 90. Protect it as you make other changes.