Overcoming critical opportunity planning mistakes

In my last blog, I discussed the sales practices that differentiated sales organizations who excel at new account capture, versus those with mediocre or even poor results. As the almost 900 sales leaders in our survey shared, capturing new accounts requires intense focus on (a) prospect prioritization, (b) deriving seller actions from the customer’s path and (3) building and executing effective opportunity plans. In this blog, we will drill down into the last item.
Opportunity planning was listed as a gap by a notable 65.8% of the sales leaders who participated in our 2018-2019 Sales Performance Study.  But those who said that they exceeded, or even just met, expectations for it, were substantially better at closing new business with new accounts. And, they boasted win rates that were 12.2 percentage points better than those with poor opportunity planning.
If the benefits are clear, then why does performance continue to trend so low?
Why