For every sales team, Q4 offers the opportunity to end the year with a bang and start Q1 prepared for a year of success. While some may see December as a time when deals stall and decision-makers check out, high-performing teams know otherwise.
Wrapping up Q4 successfully offers the opportunity to celebrate a culture of appreciation and camaraderie that companies foster year-round. Some teams host end-of-year events, such as holiday-themed meetings or outings, to celebrate their wins. Others use the time to reflect and set goals for Q1, ensuring a smooth transition into the new year.
“Given the challenges of the current macro environment, it’s especially important to remind our team of the incredible work they’re doing and the difference it makes,” Jill Huckeby, a sales leader at Benchling, told Built In SF. “Regularly highlighting their impact not only boosts morale but also strengthens their connection to the company’s mission and objectives.”
A strong finish to Q4 also helps build momentum entering the new year, Huckeby said. By treating December as a time to add value, solidify relationships and celebrate achievements, sales teams can position themselves for even greater success in Q1.
So as the clock winds down on 2024, remember: there’s still time to make it count.
Benchling is a cloud-based platform that streamlines research and development for biotech and life sciences teams by offering tools for data management, collaboration and workflow optimization.
How does your sales team approach the end of the year to ensure targets are met? What strategies are most effective during this period?
We focus on closing as many opportunities as possible to finish the year strong while laying a solid foundation for a successful start to the next fiscal year. To achieve this, we leverage year-end incentives and get creative with pipeline generation efforts, such as competitive buyout programs or holiday-themed campaigns that capture attention and drive engagement.
Our messaging highlights the value and ROI of our solutions, aligning them directly with prospects’ immediate needs and their strategic goals for the upcoming year. We emphasize how our platform can set them up for measurable success in Q1 and beyond.
To ensure we are addressing every opportunity effectively, we conduct detailed deal reviews to fully understand gaps, risks and next steps for each deal. Recognizing that the end of the year involves tighter timelines and more executive decision-maker involvement, we prioritize engaging directly with C-level executives. This allows us to align our solutions with their strategic priorities and facilitate streamlined decision-making.
How does your company support and motivate employees to maintain high performance throughout the year, including during traditionally slower months?
At the company level, we have a program called the Leadership Principle Awards to recognize employees’ impactful contributions that exemplify our core values and Leadership Principles. Team members who embody these principles are nominated by their peers, fostering a culture of appreciation and mutual respect. Winners are celebrated in an all-company forum twice a year, providing an opportunity to highlight their achievements and inspire others.
In addition to these formal awards, we make it a point to celebrate the small wins and consistently share progress toward our broader goals. This approach helps maintain momentum and reinforces the value of incremental progress.
“We make it a point to celebrate the small wins and consistently share progress toward our broader goals.”
What sort of celebrations does your team have for salespeople who hit their quotas?
We believe employees should be recognized and rewarded for their exceptional impact, and equity compensation serves as a powerful tool for both acknowledgment and long-term retention of our key talent. To celebrate success, we honor those who achieve their quotas during our companywide kickoff event at the start of the new fiscal year, spotlighting their accomplishments and reinforcing a culture of excellence and achievement.
