Sales Effectiveness Strip

Sales effectiveness refers to the ability of a company’s sales professionals to “win” at each stage of the customer’s buying process, and ultimately earn the business on the right terms and in the right timeframe.

Improving sales effectiveness is not just a sales function issue; it’s a company issue, as it requires deep collaboration between sales and marketing to understand what’s working and not working, and continuous improvement of the knowledge, messages, skills, and strategies that sales people apply as they work sales opportunities.

Sales effectiveness has historically been used to describe a category of technologies and consulting services aimed at helping companies improve their sales results.

Many companies are creating sales effectiveness functions and have even given people titles such as VP of Sales Effectiveness.

"By analyzing sales force performance, managers can make changes to optimize sales going forward. Toward that end, there are many ways to gauge the performance of individual salespeople and of the sales force as a whole, in addition to total annual sales." In a survey of nearly 200 senior marketing managers, 54 percent responded that they found the "sales force effectiveness" metric very useful.

Identify and prioritize your sales improvement initiatives

It is painful when you know something is wrong with your sales force, but you can’t quite isolate the root causes of the problem.

It is especially painful if you move forward with a sales improvement initiative, only to realize later that the project isn’t quite on target and won’t deliver the benefits you expected.

If you are not sure where to start a sales improvement efforts, our Sales Force Effectiveness Study will quickly identify and prioritize the potential initiatives that will matter most to achieving better sales results.

Our study examines 26 dimensions of sales effectiveness, from marketing alignment to sales execution. It gathers input from key stakeholders through structured interviews with company leaders, partners, and customers, through sales team surveys and competitive benchmarking.

After gathering and synthesizing data, we can identify and prioritize the sales performance improvement actions that make the most sense for your organization. The result is a directional vision and plan that will deliver improved results within the shortest time frame.

Sales Effectiveness Strip


The purpose of sales force effectiveness is to increase company revenues through increased customer acquisition, product/service sales, and up-selling/cross-selling additional products and services.

The purpose of sales force effectiveness metrics is "to measure the performance of a sales force and of individual salespeople." "When analyzing the performance of a salesperson, a number of metrics can be compared. These can reveal more about the salesperson than can be gauged by his or her total sales. When analyzing the performance of a sales team, an increase in revenue-per-rep can indicate improvement in sales force effectiveness."

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