Executing Hard Pivots in Sales Strategy

28 March 2020


Sales organizations often operate in change-intensive environments. The global health crisis is amplifying the need for change in most sales organizations. In some, an abrupt and substantial pivot is required to adapt to volatile demand and social distancing constraints.

This research examines the degree of change occurring in sales organizations in Q1-Q2 2020, their preparedness in managing change, their prioritized challenges in adapting their sales organizations, and best practice approaches for executing strategic pivots in an adverse climate.

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 sales forces; or who are involved with assessing, communicating, implementing, managing, or optimizing sales strategy within their firm. Target participants are involved in executive leadership, strategic planning, sales effectiveness, sales operations, sales leadership, or sales enablement in organizations with at least US$1 million in annual revenue, and directly employing at least 10 salespeople. Firms or individuals that market technology, products, or services to sales organizations as a core offering are not eligible to participate in this research initiative.

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 June 2020

Research Timeline

Research closes 30 July 2020

Research report is expected to publish 15 August 2020


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.

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