Accountability is often the hidden engine behind high-performing sales teams. Over the years, I’ve seen that without it, even the most talented teams struggle to hit their targets. It’s not just a fancy buzzword of 2024; it’s a proven foundation for success. But here’s the thing: focusing solely on results is a mistake. Yes, you read that right. The real drivers of performance are the behaviors that lead to those outcomes.
For new leaders, this shift can be transformational; and hard. For more senior leaders & executives, it’s about scaling that focus across the organization, ensuring behaviors align with long-term strategy. Without accountability, teams become inconsistent, trust erodes, and performance drops.But when we hold people accountable for the right actions, potential turns into results.
So, why is accountability crucial, and how do we focus on behaviors, not just outcomes? Let’s break it down.
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Why Sales Teams Need Accountability on Behaviors
Results are the scoreboard, but behaviors are the game. If you only focus on final numbers – whether it’s revenue or quotas – you’re missing the real opportunity to drive performance. I’ve seen teams fail, not because they couldn’t hit their target, but because they didn’t adjust their approach.
Here’s the reality: focusing on behaviors lets you manage proactively. Instead of waiting for missed targets, you can course-correct early by tracking the actions that lead to those results. For example, in sales, while you can’t guarantee every interaction will close a deal, you can hold the team accountable for things like calls made, follow-ups, following the sales process, etc. Those behaviors directly impact outcomes (results).
What Accountability Really Means: Focus on Inputs, Not Just Outputs
Accountability isn’t about micromanagement. It’s about clarity. Clear expectations & goals, consistent follow-up, and honest conversations & feedback about performance. But most importantly, it’s about focusing on the controllable actions (behaviors) that lead to success (results).
- Clear Goal-Setting with Behaviors in Mind: It’s not just about saying “hit this target,” but breaking it down into measurable behaviors. How many calls? Did you follow the sales process correctly? The clearer the goals, the easier it is to measure progress.
- Consistent Check-ins: Accountability thrives with regular check-ins. Use one-on-ones not just to review results but to ask, “Are you executing the right behaviors?” This helps you spot issues before they impact performance.
- Feedback Culture Focused on Actions: Feedback should be continuous and tied to behaviors (action). Guide your team on how to improve their approach, rather than just pointing out the end result. This shifts the focus to growth.
Why Leaders Sometimes Struggle with Accountability
Holding people accountable is hard; especially when you’re new to leadership. You might worry about being too harsh or damaging relationships. I’ve been there. But the truth is, when accountability is focused on behaviors rather than just outcomes, it feels like support, not punishment.
Often, leaders often hesitate to have tough conversations, fearing they’ll strain relationships. But avoiding accountability only makes things worse. Clear expectations and feedback create a structure that both new and seasoned teams need.
For executives, the challenge is scaling this focus on behaviors across all levels of the organization, ensuring consistency.
Why do leaders struggle with accountability?
- Fear of Conflict: Addressing unmet expectations can be uncomfortable, but without it, performance gaps grow. Early intervention prevents bigger problems.
- Balancing Empathy with Expectations: It’s natural to want to be supportive, but being too lenient can cause more harm than good. When feedback is about actions, it becomes easier to address issues without damaging relationships.
- Lack of Structure: Without clear processes, accountability can feel arbitrary. Tools like SMART goals create a structure for both behaviors and results.
Actionable Tips for Building Accountability Around Behaviors
Here are practical strategies to drive accountability with a focus on behaviors:
- Set Behavior-Based SMART Goals: Don’t just set outcome-based targets. Tie goals to specific, measurable behaviors that will lead to success. Instead of saying “grow revenue by 15%,” say “hold 10 client meetings and send follow-up proposals within 24 hours.” The clearer the behaviors, the easier it is to manage performance.
- Create a Behavior Tracking System: Document not just the results, but the actions that lead to them. Use a tracking tool or CRM to keep an objective record of behaviors like client meetings, follow-ups, and prospecting. This shifts accountability discussions from being emotional to being fact-based.
- Provide Development Opportunities: Underperformance often stems from a lack of skills. Offering ongoing development opportunities reinforces your commitment to their growth while emphasizing the importance of continuous improvement in key behaviors.
- Provide Consistent, Behavior-Focused Feedback: Regular feedback sessions should focus on the behaviors that drive results. Don’t wait for formal reviews. By making behavior a consistent topic of discussion, you build trust and create more opportunities for course correction.
- Recognize and Reward the Right Behaviors: Don’t just celebrate hitting quotas. Acknowledge the behaviors that contributed to the success. When you reinforce the right actions, you build a culture where consistent effort is valued just as much as the outcome.
Accountability Is the Path to Sustainable Success
The bottom line is this: without accountability, no team will reach its full potential. But accountability should focus on behaviors as much as results. As leaders, we must create an environment where the right actions lead to the right outcomes.
For new leaders, mastering accountability early sets the stage for long-term success. For executives, scaling this approach across the organization ensures sustainable growth. Accountability is not just about fixing what’s wrong; it’s about reinforcing the right behaviors that lead to success.
Are you holding your team accountable for the right things?Shifting your focus to behaviors will not only improve your results but also create a foundation for long-term, scalable success.
I’m Eric Boettner, a data-driven sales executive with 20 years of experience leading high-performing teams across multiple industries. From NASCAR sponsorships to driving telecom sales at Spectrum and AT&T, I’ve consistently delivered results through innovative sales strategies & go-to-market plans. I’ve had the privilege of leading teams of 450+ employees across six states, developing growth-focused programs that resulted in a 62% year-over-year increase in mobile sales – all with record breaking (low) employee attrition rates.
I thrive in fast-paced environments, where I can combine my passion for data analytics and team engagement to optimize performance and uncover new opportunities. My leadership style focuses on creating inclusive, growth-oriented cultures, and I’m all about bringing strategy to life through actionable execution in the field. I believe in the power of people, the insights data provides, and the impact a clear vision can have on a team’s success.
I’m here to help power teams that don’t just meet their goals—they crush them.
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