When Growth Slows, Is It Sales' Fault or the Product's Fault? In the Age AI Age, the answer has changed.
This question has caused more office fights, blame games, and fired VPs than almost anything else in B2B.
Growth decelerates. The board asks questions. And the finger pointing starts.
Sales says the product isn't competitive. Product + Eng say sales needs to close what we shipped. The CEO fires the VP of Sales, hires a new one, and hopes for the best.
Here's the thing: until about 18 months ago, the answer >was< often sales.
Why? Because B2B products were mostly static. You'd add features, fix tech debt, catch up to competitors, and every few years add a new module. The core product didn't change much year to year.
In that world, sales and marketing's job was to jam more people into the funnel and get more of them to buy. If growth slowed, it was usually an execution problem. I wrote years ago about how a great VP of Sales doubled our sales in 90 days at EchoSign. No product changes. Just better sales leadership, better process, better hiring, better accountability. That's still true. A great VPS or CRO can absolutely double your sales.
But the world those playbooks were built for was a world where products stayed essentially the same for years.
That world is gone.
Claude is literally 100x better than it was 12 months ago. Cursor went from $100M to $2B ARR in roughly 14 months. Products that were competitive last year are getting lapped by competitors shipping weekly.
Today, if your growth is slowing, the first question isn't "do we have the right VP of Sales?" It's "is our product still competitive?"
In a market where the best companies are releasing major updates every few weeks, going 6-12 months between meaningful product improvements is a death sentence. Your sales team will feel it before your dashboards show it. Win rates start dropping. Competitive losses tick up. And no amount of sales process optimization will fix a product that fell behind.
Fire your VP of Sales if you want. But if your product isn't as competitive as it was 6-18 months ago, I doubt it will help.
Product velocity is the new growth lever. Get that right, and a great VPS can work their magic on top of it. Get it wrong, and no amount of sales talent saves you.
Rainn Wilson originally auditioned for the role of Michael Scott in The Office (2005). While he didn't get it, the producers loved his "weird energy" so much they cast him as Dwight, a role he used to redefine the modern sitcom sidekick.
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