Hitting target is the heartbeat of any sales role – but it’s also one of the biggest sources of pressure, performance anxiety, and turnover. To understand what truly gets in the way of sales performance, we surveyed 150+ B2B sales professionals across the UK and asked:
“What’s the hardest part of hitting target where you are?”
Here’s what they told us:
- 49% – Poor-quality leads
- 25% – Product/service limitations
- 13% – Unrealistic KPIs
- 13% – Lack of support
These results reveal a clear pattern: most salespeople aren’t missing target because they’re underperforming – they’re missing target because the environment is working against them.
Let’s break down what this means for employers, sales leaders, and anyone looking to hire in 2026.
1. Poor-Quality Leads (49%) — The #1 Barrier to Sales Success
Almost half of all respondents (49%) said poor-quality leads are the biggest reason they struggle to hit target.
In B2B sales, pipeline quality determines everything:
- Conversion rates
- Time to close
- Forecast accuracy
- Motivation
- Retention
When leads are cold, unqualified, or inconsistent, even the strongest salespeople end up fighting an uphill battle.
Why this matters for employers
If your lead generation is weak, your salespeople aren’t underperforming — your pipeline is.
This often results in higher churn, lower morale, and difficulty attracting top talent. Candidates now ask about lead quality in interviews more than ever.
Recruitment takeaway:
Sales professionals are actively choosing companies with strong marketing alignment and consistent lead flow. If you want to hire better, this is where you start.
2. Product/Service Limitations (25%) — When the Offering Holds Sales Back
A quarter of sales professionals said the biggest challenge isn’t the pipeline – it’s the product itself.
This includes:
- Features competitors do better
- Slow delivery times
- Unclear differentiation
- Limited service capability
- Pricing constraints
- Lack of case studies or social proof
Even elite salespeople struggle when the product can’t match buyer expectations – no amount of skill can compensate for an offering that isn’t competitive.
Why this matters for employers
If product gaps aren’t acknowledged internally, sales teams carry the pressure – and eventually burn out.
Recruitment takeaway:
Candidates can sense product misalignment quickly. The strongest salespeople avoid companies where the offering makes success harder than it needs to be.
3. Unrealistic KPIs (13%) – When expectations don’t match reality
13% of respondents said unrealistic KPIs are the hardest part of hitting target.
This typically means:
- Targets that don’t match market conditions
- Metrics that ignore resource constraints
- Activity expectations that don’t support strategic selling
- “Stretched targets” becoming the norm
- Unrealistic expectations don’t motivate – they demoralise.
Why this matters for employers
If your KPIs don’t reflect market realities, your best people won’t stay long. This group doesn’t fear accountability – they fear organisations that ignore the data.
Recruitment takeaway:
Clear, achievable targets are a major selling point in today’s market – especially as candidates become more selective.
4. Lack of Support (13%) – The Silent Performance Killer
Another 13% cited lack of support as their biggest challenge.
This includes:
- Minimal onboarding
- No sales coaching
- Poor CRM tools
- Slow marketing response
- Lack of leadership availability
- No clear messaging or enablement
- Sales is a team sport. When the environment is reactive instead of supportive, performance suffers.
Why this matters for employers
Support isn’t a perk – it’s a performance driver. It directly impacts target attainment, retention, and your employer brand.
Recruitment takeaway:
If you want to attract strong sales talent, demonstrate support during hiring: onboarding plans, sales resources, coaching frameworks, marketing alignment, and CRM efficiency.
What This Means for 2026 Hiring
These results highlight a critical truth:
Salespeople don’t miss target because they’re weak performers – they miss target because the system around them is broken.
The highest-performing companies in 2025 had three things in common:
- Consistent marketing alignment
- Clear, realistic expectations
- Products/services that match market needs
When these three elements are strong, salespeople hit target – and stay. When they’re not, even the best talent will struggle, burn out, or walk away entirely.
- How Employers Can Use This Data to Improve Hiring and Retention
Here are the practical steps companies can take:
1. Strengthen marketing + lead quality
The #1 performance barrier is lead quality – fix this, and everything else improves.
2. Be honest about product limitations
Transparency builds trust with candidates and existing team members.
3. Set KPIs that reflect today’s market
Realistic targets = higher retention and better performance.
4. Build a supportive environment
Enable sales teams, don’t overwhelm them.
These areas will directly improve your ability to:
- Attract strong sales talent
- Reduce turnover
- Increase target attainment
- Strengthen your employer brand
Key Takeaway
Nearly 50% of salespeople said poor-quality leads are their biggest barrier to hitting target. This insight alone should reshape how companies think about hiring, onboarding, and supporting their teams. The strongest salespeople don’t want “easier targets.” They want better environments.
Looking to hire stronger B2B sales talent in 2026?
We help companies position their roles clearly, attract top performers, and build teams that hit target – consistently. Get in touch if you’d like to talk about your hiring plans.