To get the most from your sales teams, you need to ensure that not only do they have the right skills, but also are clear on their objectives. Objectives (or some may call metrics or KPIs) are not only an effective way to measure performance, but it also sets the standards of which your sales teams need to adhere to; both from a target perspective and from a behavioural point of view.
In our experience, if objectives that are set are not thought through, they can be more detrimental in driving the wrong behaviours as some may do the wrong thing to achieve them. They should also be motivational by being pragmatic, but at the same time stretching to get the most out of your sales teams. More importantly ensure that the objectives are relevant – can your sales teams make a difference to the objective – are they able to influence it and measure it? Don’t be caught up in setting targets that the team really have no control over as this only creates disgruntled employees.