Project Management Is the Most Underrated Skill in Sales

If your new to sales, you may think closing is the hard part. It’s not. The hard part is getting there without the deal falling to pieces. In my experience, what separates top-performing salespeople from the rest isn’t charm, grit, or even work ethic. It’s project management. And it’s rarely talked about.

I recently told an experienced startup CEO looking for a VP of Sales, “Project Management is the most underrated skill in sales.” He paused for a second, then said, “I’ve never heard anyone say that before.” It genuinely made him think. I don’t know if he agreed with me but it was a statement that opened a very interesting conversation.

Now don’t get me wrong. There is no single skill or competency that makes someone great at sales. Different industries, verticals and business models rely on different methods of success. The best of the best have a variety of skills and tools. But project management is one most don’t highlight or prioritize.

My Wake-Up Call: From Sales Amateur to Project Management Convert

I’ve been in sales for over 20 years—longer if you count selling newspapers as a teenager. About a decade ago, I hit a wall. I was an Account Executive in B2B SaaS, selling to mid-market and enterprise orgs. I kept losing deals. Not because the product was wrong or the prospect said no, but because the process broke down. Follow-ups slipped, deadlines missed, stakeholders disappeared. The issue wasn’t my pitch—it was the process.

The pattern was obvious—deals were dyeing because no one was managing the process. On either side. So I decided to own it.

It wasn’t a typical move for someone in sales, but I decided to study for a project management certification. The exam was TOUGH (don’t get me started on how pretentious PM certs can be). But after I earned it, everything changed. I stopped relying on my prospects to manage the buying process. I took control and became the project manager—for them and for myself.

Over the next decade, I exceeded targets five years in a row as an AE, was promoted twice, and then did the same as a revenue leader. Coincidence? Maybe. But I don’t think so.

Sales Is Project Management in Disguise

If you’ve ever worked a complex enterprise deal, you already know this: sales is just a long, messy project. Multiple stakeholders. Competing priorities. Shifting timelines. Unknown risks. Endless coordination.

It’s textbook Project Management.

The difference is you may work your ass off, manage a project perfectly for months and never get paid.

The best strategic sellers are, knowingly or not, excellent project managers. Here’s how Project Management maps directly to sales:

• Scope = Deal qualification
  What are we actually solving for? Is there alignment on the problem and path?
  
• Stakeholders = Buyers, influencers, decision-makers, finance, legal, onboarding, even your own team
  Sales is a multi-threaded effort — and mismanaging stakeholders kills deals.
  
• Timeline = Buying process milestones
  Decision cycles, internal approvals, legal redlines, onboarding windows — this is your critical path.
  
• Risks = Budget shifts, internal politics, conflicting priorities, missed deadlines
  Anticipate and de-risk like a PM — because wishful thinking won’t save a deal.
  
• Communication Plan = Follow-ups, recaps, mutual action plans, demos, onboarding steps
  The best reps don’t just “check in” — they drive structured communication across the full journey.

You don’t need formal credentials. But adopting a project management mindset can make or break a deal.

Startups Are Especially Chaotic — That’s the Opportunity

Nowhere is this more true than in startups. Startups are constantly shifting: new priorities, sudden team changes, evolving product direction. Traditional sales playbooks break down fast.

But in that chaos lies the opportunity for sales reps. If you’re the person keeping things on track, staying organized, and making it easy to buy from you, you win.

I’ve seen reps make ridiculous money not because they’re sales geniuses, but because they’re organized. Just being consistent and easy to work with makes you stand out.

Why This Matters for Buyers — and You

Your buyers are overwhelmed. They’re managing their own internal politics and decision-making chaos. The last thing they need is a salesperson adding complexity.

If you show up like a project manager, you become their favorite person:

• You keep them on track.
• You document and clarify everything.
• You help them get internal alignment.

It makes their job easier. And that makes them want to work with you.

Takeaway: Want to Sell More? Own the Process from All Sides

You don’t need to become a certified Project Manager (though it helped me). But you do need to stop winging it. Sales isn’t about chasing a yes. It’s about managing a process. Limiting the risk of no.

Run your deals like projects. Stay organized from the start. Think like a PM. That’s the secret top sellers already know.