Sales Forecasting Improvement Benchmarking

This tool assesses sales forecasting effectiveness from two key stakeholders’ perspectives: salespeople’s, and management’s. Using a brief online survey, the tool measures current forecasting effectiveness, identifies stakeholders’ perceived value gaps, and provides a benchmark comparison with cross-industry, business-to-business norms.

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The tool includes two separate surveys. The first addresses salesperson perceptions of forecasting effectiveness; the second evaluates management’s. Comparing the two identifies management blind spots in sales force forecasting issues.

The tool incorporates 12 measures of forecasting effectiveness. Ten of these measure forecasting readiness; two measure forecasting effectiveness outcomes. The salesperson survey includes engagement measures of forecasting satisfaction and effort. All measures utilize a seven-point agreement scale. 

Sales Management Association will open this survey to the public beginning 1 April 2016, and will publish initial results in May. After developing a database of responses we plan to create a tool for use in benchmarking forecasting effectiveness within organizations. 

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 9 minutes, and may optionally elect to participate in a brief telephone follow-up interview.

Participation Eligibility

The study is open to management practitioners or salespeople. 

Benefits of Participation

A copy of the findings report on this research topic (a $349 value)
An invitation to a Sales Management Association webcast in which summary findings are presented to our audience, in July of 2016

Research Timeline

  • Public access to the benchmarking tool ends 15 June 2016
  • A final esearch report is expected to publish 1 July 2016
  • Initial findings will be shared May 2016


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 Tableau.

Tableau Software

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