Sales success has to be measured in terms of controllables throughout the process. This means in terms of effort and quality of the process of selling rather than by that which you cannot control including revenue. By being process focused we avoid punishing ourselves for things out of our control including when the target company is going to make a buying decision. By focusing on things like effort (dials, HTCs, and pitches) as well as quality of the selling process, we get to enjoy victories on the way to revenue. The celebration of victories along the selling process creates a much happier culture of salespeople rather than the all or nothing approach to only celebrating revenue.