Your sales investment isn't the problem. Your system is.
Most sales organisations have already invested well in training, methodology, enablement, and capable people.
The issue is rarely the quality of those investments.
It's that without the right system conditions around them, even strong programmes struggle to produce behaviour that shows up consistently in live deals, spreads beyond your best performers, and persists over time.
The ingredients are already there. The methodology, the training, the people. What's missing is the system that lets them show up consistently in the field.
BEHAVIOURAL PROPAGATION DIAGNOSTIC ANALYSIS
4-week timeframe
Fixed fee at £20-25K
Decision-ready output
In four weeks, we identify where your system is preventing trained behaviour from showing up consistently in live deals — and what it is costing you in pipeline, win rate, and ramp.
Developed by Virginia Holden (inventor of the Bag for Life), a leading Cognitive Strategist on how behaviour is actually selected, transmitted, and stabilised in commercial organisations.
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Our mid-market & enterprise clients
A Behavioural Propagation Diagnostic Tool is relevant to you if:
You've already successfully invested in training, enablement, methodology, or tooling
Behaviour is still inconsistent across teams, managers, or regions
Your strong programmes aren't translating into reliable commercial execution
Top-performer behaviour isn't spreading
Your managers are compensating for inconsistency rather than reinforcing repeatable habits
Sales, L&D, and finance can all see symptoms, but no one yet has a shared explanation of where the breakdown sits
THE PROBLEM
What looks like a training issue is often a system issue
When the behaviours you trained don't get chosen under pressure, spread beyond pockets of high performers, or persist after the initial push, the result is familiar:
Inconsistent commercial execution
Weak replication of high-performing behaviour
Avoidable forecast variance
Strong programmes underperforming in the field, with no shared explanation of why
Most sales organisations have done the training. The right behaviours have been defined, practised, and signed off on. But in practise, something else tends to happen.
That gap between what was trained and what actually shows up consistently tends to take one of three forms.
The three ways your system fails your investment
01 Selection
The behaviour does not
reliably appear when needed.
People may understand the method in principle, but under pressure they revert to what feels safest, fastest, or most familiar. The issue isn't awareness alone, it's what the environment is selecting in practice.
02 Transmission
The behaviour exists, but it does not travel.
There may be an 'I' over 'we' mentality. What works remains trapped within individual top performers, strong managers, or isolated teams. It does not spread reliably through the organisation.
03 Stabilisation
The behaviour appears briefly, then decays.
The programme happens. The language remains. The behaviour does not. Without reinforcement through management cadence, workflow, incentives, and local norms, the change fails to hold.
When organisations cannot distinguish between these three problems, they tend to respond with more activity rather than better diagnosis. The Behavioural Propagation Diagnostic is that diagnosis.
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WHY THIS MATTERS COMMERCIALLY
When behaviour is not translating into revenue-critical execution, the consequences are rarely confined to “adoption”.
They show up as:
Inconsistent conversion across teams and managers
Uneven deal progression
Overdependence on individuals
Forecast distortion
Weak return on existing investment
Management effort spent compensating rather than reinforcing
This is why the Behavioural Propagation Diagnostic matters.
It creates a more disciplined starting point. Before adding more activity, you first examine whether the current system is allowing the intended behaviour to appear, spread, and persist.
OUR SOLUTION
Introducing the Behavioural Propagation Diagnostic
A comprehensive four-week diagnostic analysis that pinpoints exactly where
your trained behaviours are failing to translate into consistent commercial execution, what these failures are costing you, and how to fix them.
WHEN CLIENTS ENGAGE US:
Training has happened, but behaviour is not showing up consistently in live deals
One team or manager is delivering very different outcomes from the rest
Adoption varies sharply across regions or cohorts, with no clear reason why
High-performing behaviour exists in pockets, but isn't replicating across the organisation
Managers are not reinforcing the intended change in
the field
Investment is visible on the P&L, but commercial consistency is not improving as expected
OVER FOUR WEEKS WE WILL:
Establish what behaviour should be showing up in your live sales conversations, and what actually is
Diagnose whether the breakdown sits in selection (the behaviour doesn't appear under pressure), transmission (it exists in pockets but isn't spreading), or stabilisation (it shows up briefly, then fades)
Examine the system conditions around the behaviour—what's selecting it, what is or isn't propagating it across teams, what's causing it to persist or revert
Quantify what the current breakdown is costing you in pipeline, win rate, and ramp
Deliver a clear evidence base your CRO, CFO, and L&D can act on—together
WHAT YOU RECEIVE:
A focused four-week diagnostic that pinpoints exactly where your trained behaviour is failing to translate into consistent commercial execution, what that failure is costing you, and how to fix it.
4-week timeframe
Fixed fee at £20-25K
Decision-ready output
This isn't a generic audit. It's a comprehensive diagnostic using a framework built on cognitive science and three decades of sales transformation work.
Not sure if the Diagnostic is the right starting point?
Start with a Behaviour-to-Revenue Clinic instead
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45 minutes
Free
Mark Savinson & Virginia Holden
WHAT YOU RECEIVE:
A free, focused 45-minute conversation with Mark Savinson and Virginia Holden, built around one current challenge in
your business.
In the Clinic, we will help you see whether one specific challenge looks primarily like a problem of selection, transmission, or stabilisation, and where the most likely friction sits. You leave with a clearer picture of where the behaviour is breaking down, and a candid view on whether the Behavioural Propagation Diagnostic is the right next step for your organisation. Standalone value regardless of next steps.
WHAT THIS IS NOT:
not another training pitch
not a generic discovery call
not an hour of unfocused free consulting
not a methodology replacement
not a request to discard what already exists
RELEVANT FOR
Mid-market companies where commercial inconsistency has a real cost
CROs & Sales Leaders
When performance varies too much across teams, managers, or contexts, and the organisation still lacks a clear explanation of why intended behaviours are not becoming repeatable practice.
L&D & Enablement Leaders
You delivered the programme. The methodology is sound. The people have been trained. The gap is what happens after the room — and the evidence to show it.
CFOs & Senior Leaders
When investment in training, enablement, and improvement activity exists, but the organisation still lacks confidence that those inputs are translating into consistent revenue-relevant behaviour.
CLIENT RESULTS
What happens when behaviour starts working as a system
The value is in making the right behaviour visible, repeatable, and commercially useful at scale.
PROFESSIONAL SERVICES
150%
Increase in pipeline
Strong investment, but inconsistent execution across the field. We identified where behaviour was not being reinforced or replicated through the system.
TELECOMMUNICATIONS
32%
Year-on-year increase in win rates
Programme activity was present, but behaviour was not stabilising into routine execution. We helped embed the conditions required for field persistence.
SALES TRANSFORMATION
30%
Year-on-year growth
The organisation needed clearer linkage between behavioural change and commercial outcomes. We created a stronger route from target behaviour into field performance.
The Behaviour Gap Podcast - with Gini & Mark
Most sales training gets one thing right. Permanent behaviour change needs three.
The Behaviour Gap brings together Mark's 40 years of sales transformation experience and Gini's Cognitive Science expertise of how new behaviours actually stick, to work out why the gap exists, and what closes it.
Two ways to start
Request your Behavioural Propagation Diagnostic
Fill out the form below and we'll be in touch shortly to get started.
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