The Death of the Average Seller

Hello and welcome to The Modern GTM Executive by Lunar Executive Search - read by 2,000+ leading Sales, Marketing, and Executive Leaders within Growth-Stage Technology businesses. We’re here to help people redefine their perspective on modern revenue acquisition models, understand what talent & skills are necessary to do so, and how to find the to 10% of GTM Leaders to execute.

To help readers stay grounded in the reality of today’s GTM hiring landscape, I’ll be sharing a weekly snapshot of active sales roles on LinkedIn. These metrics offer a simple but powerful pulse check: where demand is rising, where it’s cooling, and how the broader software market is shifting beneath the surface.

To help you stay sharper and more informed, I’m adding this new weekly snapshot of the three GTM stories that matter most. No fluff - just the signals every sales leader should track.

The Death of the Average Seller

For years, most GTM teams were built to carry a wide middle.

A few top performers.
A few under performers.
And a large group of “okay” reps in between.

That model is quietly disappearing.

As we head into 2026, the economics of GTM no longer support the average seller.

And companies are acting on it, whether they say it out loud or not.

Why Average Performers Are Becoming Too Expensive

In tighter markets, every seat carries more scrutiny.

The cost of an “okay” seller now includes:

• Base + commission without consistent attainment

• Pipeline drag and forecast noise

• Management time spent coaching, only getting marginal improvement

When headcount is smaller and quotas are higher, average output becomes a liability, not a neutral outcome.

Organizations aren’t looking for perfection, but they are demanding reliability.

How Companies Are Raising the Bar (Quietly)

Most companies aren’t announcing a higher standard.

They’re enforcing it through:

• More aggressive quota design

• Faster performance management

• Shorter runways for “getting up to speed”

• Less patience for stories without numbers

The middle doesn’t get cut in one meeting.
It erodes through expectations.

What Elite Sellers and Leaders Are Doing Differently

Top sellers aren’t just hitting quota, they’re doing it with:

• Clear ICP discipline

• Fewer deals, larger outcomes

• Strong deal control and internal alignment

Strong GTM leaders are:

• Running smaller teams with higher output

• Coaching to standards, not effort

• Making earlier, harder decisions

The common thread is proof of performance, not potential.

What This Means for 2026

For sellers:

• “Coachability” without results won’t carry weight

• Resume density matters less than verified attainment

• Consistency beats one breakout year

For leaders:

• Hiring mistakes get more expensive

• Promotion criteria must tighten

• Tolerating the middle creates drag across the org

The market isn’t cruel, it’s just more honest.

The Bottom Line

2026 GTM orgs won’t be built around averages.

They’ll be built around:

• Predictable producers

• Clear standards

• Measurable execution

The middle isn’t being pushed out by AI or automation.
It’s being priced out by reality.

If you want the full breakdown of our thoughts on what ‘good’ GTM looks like in 2026 — including team design, enablement impact, and what “great” teams actually look like — the data is in this report.

We've got a number of active opportunities across our portfolio of software clients at Lunar Executive Search currently.

A few select openings: 

• (New) RVP of Sales, East – VC Backed – Enterprise AI (NYC, Boston, Philly)

• VP of Sales – PE Backed – HealthTech (US Remote)

• (New) Chief of Staff - VC Backed - InsurTech (NYC Hybrid)

• (New) Revenue Operations Lead - VC Backed - InsurTech (NYC Hybrid)

• (New) Enterprise Account Executive - VC Backed - Enterprise SaaS (Remote - Central Territory)

• (New) Strategic Account Executive - VC Backed - Enterprise AI (Remote)

• (New) Enterprise Account Executive - VC Backed - InsurTech (NYC Hybrid)

• (New) Enterprise Account Executive - VC Backed - Media Tech (NYC OR LA Remote)

• Account Executive - PE Backed - HealthTech (US Remote)

I'm also always looking to speak to great candidates for future roles:

• Chief Revenue Officer - Venture/PE-Backed - SaaS/Cyber/AI

• Chief Marketing Officer - Venture/PE-Backed - SaaS/Cyber/AI

• VP of Product Marketing - Venture/PE-Backed - SaaS/Cyber/AI

• VP of Partnerships - Venture/PE-Backed - SaaS/Cyber/AI

Highlights from The GTM Kickback! Podcast

We've had a number of excellent interviews recently on The GTM Kickback!, with many more already booked and recorded on the way. 

Want to be a guest? Ping me on LinkedIn! 😎

We're looking for: High-performance GTM Operators, VC/PE Investors in SaaS, and Leading GTM Consultants for early stage technology businesses

New to "The GTM Kickback!"? Subscribe to the podcast!

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This newsletter is powered by Lunar Executive Search - Finding Premier GTM Talent for Growth Stage Tech Businesses. 

We help disruptive technology companies grow. For venture-funded start-ups and PE-backed enterprise software firms, we have a track record in finding the Top 10% of Sales and Marketing Leadership Talent, and doing so swiftly. 

Reach out here: [email protected] 

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Till next time, 

Joey