Managing Sales Process

20 December 2019


Sales organizations make ample and increasing use of “sales process” — routinized sales activities that organize and direct sales effort in ways thought to be most productive and efficient. This research examines the wide range of practices associated with sales process usage. Specific topics addressed in the research include:

  • The breadth and depth of sales process usage within sales organizations
  • Specific management approaches to optimizing sales processes, including how they are developed, assessed, communicated, implemented, and adapted over time
  • Coordination challenges related to sales process usage across multiple people within the sales force and across multiple functions within the firm
  • The degree to which sales process impacts a sales organization’s and firm’s value as perceived by buyers

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, and who are involved with assessing, communicating, implementing, managing, or optimizing sales process within their firm. Target participants are involved in planning, sales effectiveness, sales operations, IT, executive sales leadership, or strategy in organizations with at least US$1 million in annual revenue, which directly employ at least 10 salespeople, and which do not market technology, products, or services to sales organizations as a core offering.

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 March 2020

Research Timeline

  • Research closes 15 March 2020
  • Research report is expected to publish 20 March 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.

Research Underwriting

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

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