How do you tell if your sales messaging is broken vs your reps just delivering it badly?

Question

Pulse RevOps · The Machine · Accepted Answer

# Broken Message vs Broken Execution Your messaging is broken if **three or more reps** can't convert similar opportunities, even after training. Execution issues show up in one or two sellers. ## Diagnostic Framework **Messaging signals** (recorded calls, pipeline data): - Prospects ask the same **objection** repeatedly across reps - Deal progression **stalls at specific stages** (not random points) - Competitors regularly **beat you on positioning** (not price) - Win/loss interviews reveal **messaging wasn't credible** to buyer - Your differentiation **lands with one buyer persona** but not another **Execution signals** (call reviews, pipeline velocity): - **Same rep** wins big, loses often—inconsistent - Reps **skip sections** of the pitch deck - High-velocity reps use **different language** than assigned messaging - Call transcripts show reps **adapting messaging** successfully ## The Test Run **two call shadowing sprints**: 1. **Week 1**: Shadow 5–6 top performers on the same conversation type 2. **Week 2**: Shadow 5–6 struggling reps on identical buyer situations Compare: If top performers use messaging the same way and convert at **3x+ rate**, the issue is execution. If all reps—regardless of skill—hit the same objection, messaging is broken. ## Next Moves by Root Cause | **Root Cause** | **Fix** | **Owner** | |---|---|---| | **Messaging** | Reposition via **April Dunford** framework; test with **Bridge Group** buyer interviews | CMO/RevOps | | **Execution** | Sales coaching, role-plays, call feedback loops; inspect reps' **actual language vs assigned** | Sales Manager | | **Both** | Message audit + seller training sprint (4–6 weeks to stabilize) | CRO | ## Vendor Input **Pavilion** and **Paved** track messaging win/loss. **Force Management** runs messaging audits. **OpenView** and **SaaStr** host positioning case studies. **Dunford** does custom positioning workshops (8–10 weeks, **$40k–$60k**). ```mermaid flowchart TD A["Sales Stall"] --> B{"Same objection
across reps?"} B -->|Yes| C["Messaging Issue"] B -->|No| D{"One rep
converts often?"} D -->|Yes| E["Execution Issue"] D -->|No| F{"Stall at
same stage?"} F -->|Yes| C F -->|No| G["Multiple Issues"] C --> H["Run Dunford audit"] E --> I["Coach top rep language"] G --> J["Message + training sprint"] H --> K["Reposition & roll out"] I --> L["Cascade to team"] ``` TAGS: messaging,positioning,sales-execution,win-loss,coaching,cro-diagnostics,force-management,april-dunford

Root Cause	Fix	Owner
Messaging	Reposition via April Dunford framework; test with Bridge Group buyer interviews	CMO/RevOps
Execution	Sales coaching, role-plays, call feedback loops; inspect reps' actual language vs assigned	Sales Manager
Both	Message audit + seller training sprint (4–6 weeks to stabilize)	CRO

How do you tell if your sales messaging is broken vs your reps just delivering it badly?

Diagnostic Framework

The Test

Next Moves by Root Cause

Vendor Input

What does the score mean?