How to Boost Sales Performance with a Competency Framework That Works

Kunal Pandya
Jun 14, 2023
3 min read

Updated: Aug 14

When budgets are tight and headcount is frozen, the pressure is on to get more from the team you already have.

That means sales leaders need to look beyond pipeline reviews and start using one of the most underused levers for performance: a data-driven competency framework.

When done right, a competency framework links your enablement strategy directly to the levers that drive sales velocity. It’s practical, measurable, and it gets results.

Here’s how to make it work.

Competencies: The Missing Link Between Strategy and Results Think of competencies as the bridge between your enablement plan and your revenue goals.

By defining the specific skills, knowledge, processes, and behaviors each sales role needs and tying them to the right sales velocity levers, you can:

• Set clear expectations

• Build targeted development plans

• Measure progress in a way that matters

The key is to make them relevant, practical, and tied to outcomes.

The competencies should encompass a range of skills, knowledge, process and behaviors that contribute to sales success. By identifying and developing these competencies, sales leaders can create a more targeted and impactful enablement strategy.

Make your competency framework relevant

If you want your framework to stick, connect it to something your team already uses, like your sales process or methodology.

For example, we’ve aligned competencies to the components of MEDDPICC. This way, the methodology isn’t just a training topic; it’s embedded in everyday behavior through observation, feedback, and coaching.

Avoid overcomplicating the framework

Ten well-defined competencies per role is plenty. Go further than that and it becomes too complex to use.

Each role’s set should reflect the unique requirements of the job, and act as a benchmark for both performance and development.

Use Positive and Negative Indicators

For every competency, outline:

• Positive indicators – what “good” looks like

• Negative indicators – behaviors to avoid or improve

This makes it easier to spot strengths, address gaps, and coach with purpose.

Assess Often (Not Once a Year)

Don’t wait for the annual performance review.

Manager-led competency assessments should happen monthly or quarterly, alongside self-assessments from reps.

Frequent check-ins shorten the gap between action and impact, and keep development moving.

Coaching Is the Real Engine

A framework is only as good as the coaching that follows. At least half of a sales leader’s role should be coaching - giving regular, specific feedback, reinforcing strengths, and addressing gaps head-on.

The more consistent the observation and feedback, the faster the improvement.

Let Gap Analysis Drive Enablement

The data you get from competency assessments should directly shape your enablement strategy.

Instead of “random acts of enablement,” you can deliver targeted programs, mentorship, peer learning, or resources aimed at the biggest gaps.

Targeted Enablement Strategies based on Competency Gaps

Instead of relying on random acts of enablement, enablement leaders should develop targeted strategies that directly address competency gaps. These strategies can include focused training programs, mentorship opportunities, peer collaboration initiatives, or access to specific resources and tools.

By aligning enablement efforts with identified competency gaps, enablement leaders can optimize the effectiveness of their investment in sales enablement.

Use the Right Tools

Sales enablement platforms make this much easier.

Competency tracking tools, conversation intelligence, and learning platforms can all help you monitor progress, spot trends, and keep the framework alive.

Check out https://www.uhubs.ai/

Keep Adapting

Buyer expectations change fast. Your competency framework should evolve to match - adding skills in virtual selling, digital communication, consultative approaches, or buyer journey mapping when needed.

Competencies as the Cornerstone of Your Enablement Strategy

A well-built competency framework isn’t just a performance tool - it’s a core part of running enablement strategically.

Inside the Strategic Enablement Blueprint, we show you exactly how to design and implement a competency framework that ties directly to your sales velocity levers, produces measurable impact, and earns you credibility at the executive table.

This isn’t theory, it’s the same approach used by top enablement leaders to drive revenue outcomes and advance their careers.

If you’re ready to stop reacting and start leading, the course gives you the step-by-step process, tools, and templates to make it happen.