Sales growth can stagnate despite efforts in sales enablement, marketing, and CRM optimization, but a surprising solution may lie within a company's developer team. Performance issues, particularly with websites and applications, can significantly impact key performance indicators like conversion rates and revenue, as studies show users abandon slow-loading pages quickly, leading to substantial financial losses. The divide between commercial and engineering teams often prevents performance from being prioritized, as commercial leaders may not engage with developers who could improve site performance and, consequently, business metrics. By fostering collaboration between these departments, businesses can leverage developers' expertise in optimizing digital performance, leading to improved sales outcomes. Encouraging communication and understanding between commercial and engineering teams can help align their goals, ensuring that performance becomes a key focus, potentially reversing the trend of declining sales growth.