Why Most Sales Teams Don’t Scale (And 5 Ways to Fix It)

Across industries, one question has echoed through boardrooms for as long as anyone can remember, resurfacing repeatedly: “Why isn’t our sales team closing more?”

And the usual responses proposed?
1. Hire more reps.
2. Upgrade the CRM.
3. There’s a great new sales and motivation course we should send them on.

Often assumed to be the standard fix for sales struggles, are they addressing the core problem?  “After decades in the sales game, here’s what I’ve learnt,” says Jacqueline van Rooijen, Founder of Ycagel and creator of the Elite Edge.

Sales teams don’t scale because of effort. They scale because of leadership clarity, strategic systems, and real execution support. According to van Rooijen, whether you’re a CEO, Sales Director, or the person funding both, if your team’s performance is unpredictable, your structure is what needs attention.

She shares five pain points that keep sales teams ‘stuck’ and what to do about them:

1. Everyone’s “busy” – but unclear on what moves the needle

Without a cohesive, integrated execution plan, even high performers revert to guesswork.

2. Managers are reactive, not strategic

Most managers are managing activity, not leading performance.

3. The sales process is outdated or non-existent

Outdated scripts and disjointed journeys result in friction, not conversion.

4. Accountability feels like pressure, not support

Without a healthy structure, accountability becomes sporadic or fear-driven.

5. Culture doesn’t reinforce performance

If the culture doesn’t celebrate, clarify, or correct, momentum flatlines.

“The reason most sales teams stall isn’t a lack of drive. It’s a lack of design,” asserts van Rooijen. “So, you don’t need more reps, you need a system that activates the ones you already have.

She provides some sage advice on how leaders can effect real change in their teams:

1. Coach Your Managers, Not Just Your Reps

Managers are your multiplier.
Hold monthly leadership check-ins focused on how they coach, not just what they report.

2. Create Clarity with a Weekly Scorecard

Track three leading metrics consistently: activity, conversion, and pipeline.
Make it visible. Review it weekly. Let the numbers lead the narrative.

3. Standardise Coaching Across Teams

Random coaching creates random results.
Design a shared structure for 1:1s, call reviews, and sales drills – and make it a leadership non-negotiable.

4. Run Monthly Velocity Strat Sessions

Stop managing in emergencies.
Use structured monthly interventions to spot trends, remove roadblocks, and align leaders around key sales objectives.

5. Close the Culture Gap with Communication Anchors

Make culture a daily practice.
Use rituals like “Win of the Week,” public shoutouts, and structured reflections to embed high-performance habits in your team DNA.

“The teams that scale consistently are led by people who step back to structure, coach with purpose, and hardwire performance into their culture,” concludes van Rooijen. “If you’re ready to build that, start at the top. Because when leaders shift, everything shifts!”

About Jacqueline van Rooijen.

Jacqueline van Rooijen is a strategic leadership advisor, high-performance sales coach, and founder of The Elite Edge™  – a 90-day executive programme designed to help growth-stage CEOs, sales leaders, and founders scale with clarity, cohesion, and conviction.

With a background spanning leadership development, operational excellence, and on-the-ground sales team activation, her approach is unapologetically strategic and deeply personal. She builds trust fast, sees gaps others miss, and partners with leadership teams to build systems that not only work but last.

“I don’t just coach — I help leaders build growth engines that scale with their values, not against them.”  Jacqueline van Rooijen