Getting to Your Number Before You Know It

Takeaways:

• Maintain momentum by focusing on key accounts and collaboration.
• Set goals without quotas by cleaning pipelines and identifying opportunities.
• Boost motivation with early wins and team incentives.

The transition period between sales years — what I call the “gray zone” — can be tricky. It’s Q4, and you’re pushing hard to close every deal imaginable. At midnight, the clock resets, and a new fiscal year begins. Except, it doesn’t really begin. The pillars that define what sales teams work toward all year — quotas, goals, and KPIs — are often still undefined.

During this lull, teams face major challenges:

1. Burnout: After a relentless Q4 push, everyone needs a break.
2. Chaos: There are more questions than answers. This is amplified during years with promotional opportunities, rumors of layoffs, or other uncertainties.
3. Lack of Direction: It’s like the hour between getting off the bus and your parents getting home from work—no supervision and no clear plan.

‍Managing the Slow Start in Q1
When the year starts without clear targets, here’s how to build momentum:

• Deploy a rolling strategy: Focus on key accounts (active, in-flight, upcoming) instead of close dates.
• Collaborate across departments: Have Q1 ABM campaigns ready before Q4 ends.
• Focus on strengths: If your team has known bottlenecks, use the time to address them. For example, champion-building if decision-making takes too long.
• Prioritize growth: Use historical data to create individual action plans that up-level skills and readiness.

‍Goal Setting Without Quotas
When there’s no official quota in place, pick a “north star” with 2–3 measurable goals. Examples include:

• Pipeline Cleanup: Review open opportunities to clean up past dues and stale deals. Also look below the surface, at last activity, next step and next step date. Review stage accuracy based on opportunity criteria. 
• Whitespacing accounts: Identify gaps within existing accounts to uncover new opportunities for growth or expansion. Even if accounts shift, you’ve created a playbook for clients with similar profiles. 
• Mapping political landscapes: Analyze key stakeholders and decision-makers to build stronger relationships and influence within accounts. Initiate outreach to get connected and have discovery conversations. 
• Whale hunting: Focus on pursuing large, high-value accounts that can significantly impact revenue. Use TAM studies, industry information and CI to find out everything you can about a potential path in to get started. 

Track progress with metrics like pipeline growth, health, and renewal rates. Leaders can also create light, attainable plans to help the team recharge while gaining a head start on the year.

‍Mindset and Motivation
Winning breeds more winning. Early wins, whether external or internal, set the tone. Create fun contests or friendly competition — team nicknames, offsite dinners, or creative prizes that foster connection and drive.

Finally, look back at notes from 1:1s, team meetings, and QBRs. What common roadblocks, quick successes, or missed opportunities came up last year? If your team had a “Q5,” how would they have used it? Use those insights to kick-start the year today.

When Q4 comes around again, your team will be well ahead of the pack.