“Sales isn’t just about making deals — it’s about building a system that reliably fuels your growth, week after week, year after year.”
— Don Lazzari
In the ever-evolving world of entrepreneurship, mastering the art of sales is often the key to sustainable success. Yet too many businesses struggle because they fail to structure and measure their sales performance effectively. In this exclusive interview, we sit down with Don Lazzari — President of Delivering Value and author of Entrepreneurs’ Sales Secrets Revealed — to explore how entrepreneurs can harness the power of “Sales Vital Signs” to predictably drive growth, manage sales teams, and hit their revenue goals with consistency.
Drawing from decades of leadership experience and real-world application, Don offers practical, actionable insights into how sales can be measured like any other vital business process. From managing sales pipelines to bridging the gap between marketing and sales, this conversation is packed with wisdom for anyone serious about scaling their business. If you’re ready to stop guessing and start growing, Don’s approach is the blueprint you’ve been waiting for.
Thank you so much for joining us, Don! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
It’s a pleasure to be here. My journey really stems from a deep foundation in sales leadership, business process improvement, and a lot of discipline — thanks in large part to my upbringing. My father was a Marine drill instructor, so structure and discipline were instilled in me early on. Over the years, I’ve led a variety of sales teams across different industries, and I began to notice patterns — both the things that worked and the things that consistently held teams back. That’s really where the idea for Sales Vital Signs was born: a way to measure, manage, and predict success in a way that’s simple and reliable. Today, through my company Delivering Value and my book Entrepreneurs’ Sales Secrets Revealed, I work with entrepreneurs to build scalable sales engines that drive consistent, sustainable growth.
What exactly are Sales Vital Signs, and why are they important?
Sales Vital Signs are a structured way to monitor and manage the health of your sales function. Think of it like a doctor checking your blood pressure or heart rate — these indicators tell you if everything is functioning properly or if something needs attention. It’s about more than just closing deals; it’s about ensuring that you have enough momentum and opportunity flowing through your pipeline to meet and exceed your business goals. By tracking specific activities like prospecting rates, pipeline size, and quota attainment, you can make sure you’re not leaving success up to chance.
How do small and mid-sized businesses apply Sales Vital Signs in a practical way?
Whether you’re a solopreneur or leading a mid-sized company, the fundamentals remain the same. You have to consistently create new interest, turn that interest into real sales opportunities, and maintain a pipeline that’s large enough to meet your revenue targets. Sales Vital Signs help by taking the guesswork out of the equation — you always know exactly where you stand. It’s about building a culture where measurement and accountability are baked into the daily rhythm of the business.
Can you walk us through the five key Sales Vital Signs?
Absolutely. It starts with New to Funnel, which measures how effectively you’re creating new interest at the top of the sales funnel. Then there’s Funnel Level, which looks at the overall amount of opportunity sitting at the top — you need a full funnel to keep business flowing. New to Pipeline measures how well you’re converting interest into actual opportunities. Pipeline Value looks at the dollar value and volume of opportunities you’re pursuing — you generally want about three times your quota in your pipeline. And lastly, Performance to Quota shows whether you’re actually delivering results. When you measure these five consistently, you can diagnose strengths, spot weaknesses early, and make adjustments before small problems turn into big ones.
How often should companies be measuring these Sales Vital Signs?
Weekly, without a doubt. Sales is fast-moving. If you’re only checking in monthly or quarterly, by the time you spot a problem, it may be too late to fix it. A weekly review gives you real-time visibility. It lets leaders and reps course-correct quickly, whether that means boosting prospecting, re-engaging stalled deals, or refocusing efforts on higher-quality opportunities.
What role does marketing play in the Sales Vital Signs model?
Marketing is absolutely critical. I don’t see marketing as a separate island from sales; they are deeply interconnected. Marketing’s role is to create the top-of-funnel interest that fuels the rest of the sales process. Great marketing creates opportunities that sales can convert. In fact, I believe marketing teams should share in the celebrations — and the bonuses — when sales goals are hit. When sales and marketing operate as one unit, businesses see dramatically better results.
How can Sales Vital Signs help sales managers improve individual rep performance?
The beauty of Sales Vital Signs is that it strips away emotion and guesswork. If a rep is struggling, the data tells you exactly where: Are they not creating enough new interest? Are they failing to convert leads into real opportunities? Are they sitting on too small a pipeline? Once you pinpoint the gap, you can coach with precision. Instead of vague feedback, you’re having data-driven conversations that are fair, actionable, and supportive.
If a sales rep is underperforming, how would you use the Vital Signs to help them improve?
The first step is identifying the specific vital sign that’s lagging. Maybe they’re not bringing enough new opportunities into the pipeline. In that case, you’d work with them to set very specific goals — like generating five new opportunities per month — and then monitor progress. It’s not about blame. It’s about giving the rep the tools, structure, and support they need to succeed. And if improvement doesn’t happen, at least the process is objective and transparent. There are no surprises, just clarity.
You talk about “booster shots” for sales teams. What are those?
Booster shots are quick, targeted initiatives designed to inject new energy into the pipeline. It could be a focused outbound calling campaign, a webinar, an email blitz — anything that generates a burst of new opportunities. Just like a vitamin boost strengthens your body, booster shots strengthen your sales pipeline when it’s starting to thin out. It’s a tool every sales leader should have in their toolkit.
Can Sales Vital Signs also help when it comes to closing deals?
Definitely. If a deal stalls, it usually means something was missed earlier in the process — typically a lack of understanding about the buyer’s real motivation. By managing and measuring vital signs throughout the process, you’re better positioned to identify and address objections before they become deal killers. When you do it right, the close becomes a natural next step, not a high-stakes negotiation.
What’s your advice for salespeople who are struggling to generate new leads right now?
First and foremost, prospecting is non-negotiable. You have to be relentless — use every tool available: phone, email, social media, even traditional mail. Always lead with customer success stories. People care about results, not pitches. And remember, it takes persistence. Studies show it takes seven to eight touches to engage a prospect, but most salespeople quit after two. Stay creative, stay persistent, and think outside the box.
Can you share a creative prospecting tactic that worked really well for you?
One campaign I loved was when we sent out remote-controlled NASCAR cars to top target accounts — but without the controllers. The note said, “Give us 10 minutes, and we’ll give you better performance.” The response was incredible. People called just to get their controller, but in doing so, they opened the door to meaningful business conversations. Sometimes a little creativity goes a long way in standing out from the noise.
What’s the biggest mistake you see entrepreneurs make with their sales strategy?
They fall into the trap of focusing too much on closing individual deals and not enough on consistently filling their funnel. Without a healthy, constantly refreshed pipeline, you’re always chasing sales instead of driving them. Funnel health is the true engine of growth — if you keep that full, everything else gets easier.
What’s your personal philosophy when it comes to closing deals?
For me, closing isn’t about using clever lines or gimmicks. It’s about trust, credibility, and timing. When you ask the right questions up front and truly understand the customer’s motivations, the close becomes a logical, almost inevitable step. One of my favorite ways to gauge where a buyer stands is to ask, “Is there anything giving you cause for pause?” It opens the door for honest conversation — and clears the way for the deal to move forward.
How did the concept of Sales Vital Signs originally come to life for you?
It actually took root back in 2006 when I was leading a sales team in the healthcare technology space. My background in process control engineering had taught me that systems only succeed if you can measure what matters. I realized that sales needed a similar approach. Instead of relying on gut feel or lagging indicators, we needed a system that could predict success. That’s when I created the first version of Sales Vital Signs — and I’ve been refining and applying it ever since.
Why do you think the Sales Vital Signs model works across so many different industries?
Because it’s grounded in universal truths about how sales really happens. No matter what you’re selling, you need enough qualified opportunities, and you need to move them consistently toward a close. The simplicity, the visibility, and the repeatability of Sales Vital Signs make it easy for any team to adopt — and stick with — over the long haul.
What advice would you offer to entrepreneurs who are just beginning to build their sales teams?
Lay the foundation from day one. Set clear expectations, create a culture of measurement, and make Sales Vital Signs part of how your team operates from the very start. It’s much easier to instill the right habits early than to try to correct bad habits later.
How do you recommend leaders keep their sales teams energized throughout the year?
Schedule at least two retreats each year. Get your team out of the office, mix business with fun, and invest in team-building. These retreats are like giving your sales function a B12 shot — they re-energize your people, rebuild connections, and realign everyone around your goals. A little investment in your team’s spirit pays massive dividends.
Tell us about your book Entrepreneurs’ Sales Secrets Revealed. What can readers expect to learn?
The book is designed as a roadmap for entrepreneurs at every stage. It walks you through selling as a solopreneur, building and scaling your first sales team, and then managing performance to drive serious growth. It’s filled with real-world examples and actionable strategies — not theory. Readers will walk away with a clear framework for building a predictable, high-performing sales function. You can find it at DeliveringValue.com or on Amazon.
How can our readers further follow your work online?
You can visit my website at DeliveringValue.com, where I share tools, articles, and resources. You can also find Entrepreneurs’ Sales Secrets Revealed on Amazon. I’m active on LinkedIn as well, and I’d love to connect with anyone looking to grow their business.
Don, this has been absolutely amazing. You bring such a grounded, practical perspective that I know our readers are going to find incredibly valuable. Thank you so much for joining us today and sharing your wisdom!
Thank you. It’s been a real pleasure. I always enjoy these conversations — and I hope today’s discussion helps entrepreneurs take their sales performance to the next level. Thanks again for having me!
