Many organizations use competency-based management programs as an over-arching framework for managing talent. Competency-based management programs did not originate in the sales force, nor is their application unique to sales management. Using competency-based programs in managing the sales organization yields significant benefits to many firms, and we believe it offers enormous potential to sales and human resources leadership keen to establish a competitive advantage based on their sales organizations.
Competency management programs allow companies to improve recruiting, employee development, performance management, and succession planning. Among competency programs’ benefits to sales and sales management personnel: answering with clarity the questions “What does success in our organization look like?” and “What kind of behaviors and performance matter?” Such clarity focuses training and coaching in ways that boost return on investment, employee morale, and sales force productivity.
This Research Brief provides an overview of competency modeling as a sales management discipline, while detailing how sales management in leading firms use competency models to drive sales force performance. Additional related content from the Sales Management Association: our competency dictionary, example performance review, example job description with sales position-specific competencies, and example candidate interview guide.