The purpose of this study was to identify the factors that enable sales organizations to be highly successful. After doing an extensive review of research by Forum and other companies, we interviewed 111 executives in 96 major companies around the world, representing 17 industries. We asked the executives to rate their sales force’s performance on specific results metrics, such as revenue, profitability, and account retention and penetration. We then asked them to rate their sales organization and describe it in detail, focusing on the skill of the sales force, the capability of managers, the quality of processes and systems, and the organizational climate. Finally, we correlated each sales effectiveness factor with the performance ratings to determine how strongly it predicted sales force results.
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