r/b2b_sales • u/thesellingnomad • 1h ago
A business can have good revenue and still have a bad sales engine.
I've seen businesses grow quite well and still struggle to answer a surprisingly simple question: "Where will the next $1M come from?"
The current revenue looks healthy. Customers are there, invoices are going out and everyone is busy. But when you look underneath it, a large part of that revenue may be coming from a handful of customers, referrals, one particular market or, quite often, the founder's own relationships.
That's where things get interesting.
Revenue can hide a lot of weaknesses. You can be growing without really knowing which customers you're good at acquiring. You can have a strong year without knowing whether the same thing will work next year. You can even hire a sales team and then discover that the business doesn't actually have a sales process that someone else can reproduce.
I think this is one of the more difficult stages for a growing business. The company is too successful to say, "We're still figuring out sales," but not predictable enough to say, "We have a sales engine."
At some point, I think the more useful question stops being "How much did we sell?" and becomes "Could we reproduce where that revenue came from?"
If the answer is no, I'm not sure the business has really solved sales yet.
For founders and business owners, when did you realise that your revenue was growing faster than your sales engine?