Gauging Return on Sales Technology Investments


Sales technology is a growing and increasingly strategic investment for large sales forces. This research identifies how sales organizations prioritize technology’s potential benefits and quantify its return on investment (ROI).

Various approaches for estimating ROI are examined, and various measures of technology impact are prioritized based on importance, accuracy, and prevalence of use.

The research benefits organizations interested in benchmarking their ROI calculation approaches and purchase justification processes with other large sales organizations.

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Condition of Participation

Research participants are asked to complete an online survey lasting approximately 12 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners responsible for developing, supporting, or managing a sales force. Target participants are involved in planning, sales effectiveness, executive sales leadership, or strategy in their organizations.

Benefits of Participation

  • A copy of the findings report on this research topic.
  • An invitation to a Sales Management Association webcast in which summary findings are presented to our audience, in December 2017 or January 2018.

Research Timeline

  • Research closes 15 December 2017.
  • Research report is expected to publish 15 January 2018.


Survey results are only reported in aggregate, and never in a way that would compromise the identity of any single respondent. All individual respondent data are treated with strict confidentiality, and will not be distributed.

Research Underwriting

This research is made possible in part through the underwriting support of Highspot.


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