The elusive silver bullet

29th September 2025 |   Andy Hough

Why sales performance remains stubbornly stagnant.

For decades, the sales profession has been on a quest for the mythical silver bullet: that magical solution promising to transform mediocre performers into quotacrushing superstars. From cutting-edge CRM systems to revolutionary sales methodologies, from eye-watering commission structures to AI-powered insights, the industry has thrown everything at the problem. Yet despite billions invested in sales technology, training, and talent, average sales performance remains frustratingly flat.

Let’s explore the promise and reality of sales silver bullets….

CRM systems: the data delusion

Customer relationship management systems represent perhaps the most significant technological bet the sales industry has made. The numbers seem compelling: companies that implement CRM systems see an average 29% increase in sales, while sales teams implementing a solution can experience an increase in lead conversion rates of up to 300%. These statistics paint a picture of transformational impact.