One of the biggest lessons I’ve learned leading sales engineering teams is that progress doesn’t happen by accident. Momentum is built call by call, meeting by meeting, and decision by decision. But lately, I’ve noticed a pattern that I think many of you might see in your own organizations: it’s easy for sellers to get busy without necessarily getting closer to their goals.
That’s why I’ve been putting such a strong emphasis on focus and purpose with my team. Not just because it sounds good on a slide, but because clarity of purpose is the difference between moving a deal forward and spinning your wheels.
Why Purpose Matters
When I talk about purpose, I don’t just mean having an end-of-quarter quota or an annual revenue target. Those are important, but they’re too big to drive daily behavior. What I mean is having a purpose for every action we take.
Every call, every demo, every email should have a clear objective. If the goal isn’t obvious—if we can’t answer “Why are we doing this, and what’s the outcome we want?”—then we’re not being intentional. And unintentional activity is the fastest way to burn energy without building momentum.
Turning Calls Into Building Blocks
One way I frame it with my team is that every call is a building block. Some blocks are bigger than others, but each one should contribute to building the deal.
- A discovery call might aim to uncover two critical pain points.
- A demo might aim to connect one capability directly to the buyer’s strategic priority.
- A follow-up call might aim to secure commitment from an additional stakeholder.
Each step doesn’t need to close the deal—but each step should move us forward. Without that sense of purpose, calls become conversations for the sake of conversation, and deals stall out.
Helping the Team Stay Focused
For managers, it’s tempting to think “focus” is just about eliminating distractions. That’s part of it, but in sales, focus is more about alignment. Focus means everyone on the team is clear about:
- The outcomes that matter most – Are we working to get the technical win? The executive sponsor? The board-level nod?
- The role of this specific action – Is today’s call meant to uncover more stakeholders, or is it meant to confirm ROI assumptions?
- The next step we’ll own – Who will drive the follow-up, and what exactly are we asking for?
When those three things are clear, focus becomes less about discipline and more about direction.
Striving Toward Something Bigger
The other piece of this is helping the team understand that purpose isn’t just tactical—it’s also motivational. When people know that each call has meaning, it’s easier to bring energy and creativity to the conversation. They’re not just “doing another demo”; they’re taking a step that matters in the larger journey.
As leaders, part of our job is to connect those dots. It’s not enough to say, “Go talk to the customer.” We need to show how that call connects to the broader vision of closing a deal, solving a customer’s problem, and driving value for the business.
My Challenge to the Team (and to You)
I’ve started asking my team one simple question before big meetings: “What’s the purpose of this call?” If they can’t answer it clearly, we’re not ready to take that call.
It sounds simple, but it’s changed the way we prepare and the way we show up. Calls feel sharper, outcomes are clearer, and deals move with more momentum.
At the end of the day, focus and purpose aren’t just leadership buzzwords. They’re the foundation of progress. Every call should move something forward—because if it doesn’t, we’re not just standing still, we’re falling behind.
And in this environment, none of us can afford to fall behind.
