Why Modern Sales Organizations Love Numbers – and Fear Reality
It starts innocently enough.
A new CRM.
A new field.
A new framework.
Salesforce, HubSpot, and others offer it.
Everyone else is doing it. So we do it too.
BANT. MEDDPICC. Sandler. Challenger. SPIN / Gap.
MQL. SQL.
10%. 30%. 80%.
Suddenly everything looks professional.
Measurable.
Grown-up.
And that is exactly where self-deception begins.
Methodology as a Substitute for Action
There are few areas where belief in methodologies is as strong as in sales.
Not because they are bad.
But because they promise something management deeply desires: control.
Introducing a methodology feels like progress.
It creates activity. Trainings. Certifications. Slides.
And above all: numbers.
What it does not create is reality.
A methodology does not change a market.
It only changes the language used to describe an unchanged reality.
Qualification – or the Art of Legitimizing Hope
Officially, qualification means assessing the probability of closing.
Unofficially, it means something else:
Providing a reason to keep hoping.
Questions are asked.
Fields are filled.
Scores are debated.
But almost no one asks the only question that matters:
What has actually changed on the customer side that makes a decision more likely today than yesterday?
Without an answer to that, qualification is not analysis.
It is simulation.
MQL: An Internal Label, Not a Market Signal
A download.
A webinar.
Three clicks.
Boom: MQL.
But what exactly is qualified here?
Interest?
Boredom?
Marketing automation?
An MQL is not a state in the market.
It is an internal label that really means:
“We hope something comes out of this.”
Hope is human.
But it is not a steering mechanism.
SQL – When Hope Changes Ownership
The handover to a Sales Qualified Lead is celebrated.
Now sales is in charge.
Now it gets serious.
In reality, one thing usually happens:
Hope changes owners.
Marketing out.
Sales in.
The deal is “active.”
The pipeline grows.
Customer reality?
Unchanged.
30%, 80% – Percent of What, Exactly?
Few numbers are used as casually as close probabilities.
And few are justified so rarely.
What does 30% mean?
- 30% based on historical comparison?
- 30% gut feeling?
- 30% because the customer was nice?
- 30% because the quarter is ending?
These numbers look objective.
In reality, they are coded emotions.
They say more about the internal state of the salesperson
than about the customer’s decision.
The Big Fallacy: Decisions Can Be Standardized
The most dangerous assumption in modern sales models is the belief that buying decisions can be normalized.
As if there were an objective definition of:
qualified, ready to buy, safe.
In reality, every decision is:
individual, contextual, political, emotional, time-critical.
A corporation buys differently than a mid-sized company.
A CIO differently than a CFO.
A crisis differently than an innovation initiative.
And yet, everything gets forced into the same fields.
When Methodology Replaces Leadership
Methodologies become dangerous when they replace leadership.
When no one asks anymore:
Why this market?
Why now?
Why us?
What has actually changed?
And only asks:
Is MEDDPICC green?
Is it an SQL?
Does CRM show 80%?
At that point, sales turns into accounting for hope.
Clean.
Structured.
Ineffective.
The Uncomfortable Truth
No framework creates demand.
No CRM field forces a decision.
No percentage replaces causality.
Methods can help:
think more clearly,
see risks earlier,
reduce self-deception.
But they do not answer the central question:
Why should this customer spend money now – and not later, or not at all?
That answer is not found in the CRM.
It is found in the market.
The Truth Is Not in the Framework – It Is Between the Lines
The mistake begins where companies believe they have to choose a method.
MEDDPICC or BANT.
Challenger or Sandler.
Complex or pragmatic.
The outcome is predictable:
A new label.
A new training.
A new playbook.
And the same problems as before – just better named.
Methods do not fail.
They are simply married to the wrong expectations.
Language Beats Methodology
What truly differentiates effective go-to-market organizations is not a method.
It is a shared language.
When marketing, sales, pre-sales, and management:
- mean the same thing by qualification
- agree on what progress actually is
- can justify numbers instead of defending them
- know when a deal is real – and when it is just polite
Then steering becomes possible.
Not through fields.
But through meaning.
It probably does not require another framework.
More often, it requires more clarity.
Not about which method is best –
but about which reality an organization is willing to face.
Because numbers without causality are not leadership.
They are reassurance.
And reassurance is the opposite of responsibility.
