Most buyers diligence a sales org by ranking the reps and cutting the bottom of the list. But if you ask John McMahon, that's usually the wrong target. In most cases, the problem is the manager.
John should know, because he's seen both sides of a sales integration. Cisco bought GeoTel, scattered its 50-rep software team across a router sales force, and lost nearly all of them. BMC bought BladeLogic, put John in charge of all of BMC sales, and took average rep productivity from $1.17 million to $2.23 million in a year.
In this conversation, John tells Kison how to read a sales org before close: Map both ICPs first, grade managers on recruiting and forecast accuracy, and spot the farmers who can't hunt. He also covers why overlay models quietly burn money, how a new-logo gate in the comp plan keeps reps from living off the install base, and why an AI-filled MEDDPICC field doesn't mean a deal is qualified.
What You'll Learn
Diligence the managers, not just the reps. When reps underperform, check the manager first. Replacing a bad manager often turns the same reps around.
Map both ICPs before you model cross-sell. If you sell to engineering and the target sells to finance, the cross-sell case is weak. Shared or adjacent personas are where the upside lives.
Use productivity per rep to find weak managers. Compare each manager's per-rep average to the sales force average. Below-average quarter after quarter means no new headcount.
Train both teams on both product lines instead of adding overlays. Overlays turn hunters into reps who wait to be invited into accounts.
Gate commissions on new logos. Pay the higher rate above quota only once a rep hits a set number of new logos, so the team doesn't live off the install base.
Win the undecided middle fast. After close, one group wants new leadership, one never will, and the middle is watching. Train them and help them win deals before the holdouts sway them.
Treat forecast accuracy as a manager's real test. Accurate forecasts mean the manager knows the deals and the reps. An AI-filled MEDDPICC field doesn't.
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Grading a target's sales managers in diligence only pays off if those findings reach the team running the integration. DealRoom is the AI-powered operating system for Buyer-Led M&A™, where findings on the target's sales leadership, ICP, and go-to-market motion feed straight into the integration plan. Customers cut person-hours per deal by ~50%: bit.ly/4eYoRjW