Research Update: Impact of Sales Force Effectiveness Initiatives

12 June 2015

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The sales force remains one of the largest single-expense lines on a company’s balance sheet, and sales effectiveness leaders continually struggle with the concept of measuring investment versus return in increasing the effectiveness of the sales force. 

This research attempts to quantify the success of sales force effectiveness (SFE) initiatives, identify which initiatives have driven success, and provide guidance on the metrics and expected returns. With the insights gained from our study, we hope to enable sales and sales effectiveness leaders to better articulate an SFE business case to senior management and track the impact of their SFE investment.

Specific questions addressed in the research include:

  • Investments in sales force effectiveness (current and future).
  • Key areas of focus for SFE initiatives.
  • Quantifying the impact of SFE initiatives, using leading and lagging metrics of success.
  • SFE initiative return on investment.
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