The Power of the Growth Levers Framework
Every sales organization has multiple areas that impact performance, but not all of them matter equally. The Growth Levers framework helps identify which levers will
Every sales organization has multiple areas that impact performance, but not all of them matter equally. The Growth Levers framework helps identify which levers will
Sales theory sounds good in presentations, but it often fails in the real world of industrial markets. Complex buying committees, technical products, and long decision
Many industrial manufacturers face the same sales challenges year after year. Long sales cycles, complex products, and unclear roles between direct sales and channel partners
Free Resource
Use this checklist to quickly assess the commercial health of your industrial business. Each item represents a lever that — if underperforming — is costing you revenue today.
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☐ Do you have a clearly defined Ideal Customer Profile (ICP) by industry, application, and company size?
☐ Is your sales team consistently targeting customers that match that profile — or pursuing any available deal?
☐ Are roles clearly defined between inside sales, field sales, application engineering, and channel partners?
☐ Do you have the right headcount and coverage model for your target markets?
☐ Is there a documented, repeatable sales process from first contact to close — and does your team follow it?
☐ Do your salespeople know what “good” looks like at each stage of the funnel?
☐ Is your CRM actively used by the entire sales team — or is it a glorified contact list?
☐ Can leadership access real-time pipeline data and account activity without asking the rep?
☐ Do you have confidence in your pipeline forecast — or do deals surprise you in both directions?
☐ Is pipeline coverage consistently 3–4x your revenue target?
☐ Do managers conduct structured, deal-focused one-on-ones with reps at least weekly?
☐ Is coaching documented — or does it happen informally and inconsistently?
☐ Does your compensation plan reward the behaviors you actually want — or does it drive unintended outcomes?
☐ Are your top performers staying — and do you know why your bottom performers are staying too?
☐ Do you have a defined policy for when to sell direct versus through distribution?
☐ Are distributor roles, territories, and performance expectations documented and enforced?
☐ Can every member of your sales team articulate your differentiated value in 30 seconds or less — without mentioning price?
☐ Is your messaging consistent across your website, proposals, and sales conversations?
☐ Does your commercial team operate on a consistent weekly and monthly cadence — pipeline reviews, account planning, forecasting?
☐ Are these meetings structured and forward-looking — or informal, backward-looking status updates?
Score Your Results
8–10 checked: Strong foundation — focus on optimization and growth acceleration.
5–7 checked: Meaningful gaps exist — a few targeted improvements can unlock significant revenue.
0–4 checked: Structural work needed — the right operating model can dramatically change your trajectory.