The Year-End Review

Where did this year go? Last week, in our Leadership MasterClass, we discussed budgeting. With budgeting comes reviews of what worked and what didn't. In thinking about this process, I want to empower you to take control of your own destiny. Whether your manager does a formal review or not, you can! Have you considered doing a personal year-end review? Most salespeople wrap up December focusing on one thing — the finish line. Hitting the number, closing the year strong and pushing that last deal across the line. That's important, but if that's all you do, you're leaving one of the most potent performance tools on the table: a personal end-of-year review. Not a form your manager makes you fill out. Not a quota report from finance. A thoughtful, honest, you-driven reflection on the year — what worked, what didn't and what you've learned. Research across multiple sales performance studies — including Forrester, Highspot and Everstage — shows that professionals who engage in structured self-review outperform those who don't. Why? Because self-reflection builds awareness. It helps you connect the dots between activity, behavior and results. It reveals patterns that data alone can't show. In short, it turns experience into insight. When sales teams rely only on the annual performance review dictated by leadership, valuable learning often gets lost in the shuffle of reports and dashboards. A self-driven end-of-year review shifts the focus from accountability to growth — and you don't need permission to do it. Here's a simple five-step framework you might find helpful: Gather the facts - Pull your numbers: revenue, new accounts, renewals, conversion rate, average deal size and pipeline velocity. But don't stop there — note how you achieved them. What activities or habits consistently produced results? What fell flat? Reflect on behaviors, not just outcomes - Every good salesperson knows a "bad year" doesn't always mean "bad selling." External forces — budgets, competition, category shifts — play a role. What did you control that improved outcomes? Did you prospect consistently? Did you listen well? Did you prepare for client meetings differently this year? Analyze your pipeline story - Beyond the deals that closed, what's the health of your pipeline heading into next year? Did you build a strong top-of-funnel, or will January start at zero? This single question often separates good years from great ones. At RAB, we've long shared that the best practice is to go into each month at 80-85% to goal. This means long-term annual contracts. What percentage of your business is on a yearly contract? Is there room for growth there? Capture lessons learned - Write them down. What would you tell your "January self" if you could go back in time? What habits, systems or relationships would you double down on? What distractions or excuses would you eliminate? Set your 2026 vision now - Define three to five goals that excite you — measurable outcomes and the behaviors that will drive them. Be specific: "Increase renewals by 10% by scheduling Q1 check-ins with every client." Then, share your plan with your manager or accountability partner to keep momentum alive. The best sales professionals don't wait for their managers to tell them how they did — they already know, because they track, reflect and adjust continuously. As one Harvard Business Review study put it, "Reflection is the bridge between experience and growth." Before you sprint into the new year, take a quiet hour to stop, look back and connect the dots. You'll start January not just motivated — but armed with insight. Because the most successful media sellers don't just chase numbers, they study them, learn from them and build the habits that make next year's success inevitable. Think Big, Make Big Things Happen! Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can also connect with him on X and LinkedIn.