Performance Measurement Trends in Sales Organizations

5 October 2020


Sales organizations typically use a variety of performance measurement approaches. These include measures of financial outcomes (like sales revenue or sales quota achievement), but also activity measures such as number of calls made, demos given, or proposals generated.

This research surveys sales organizations’ use of these various measures, including adjustments made in response to the 2020 global pandemic. The survey attempts to identify emerging trends in performance measurement by sales role, and management’s expectations for future short term adjustments to performance management and measurement efforts.

Condition of Participation

Research participants are asked to complete an online survey lasting approximately 10 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, delivering, or managing sales force performance. Target participants are involved in sales leadership, learning and development, sales effectiveness, sales operations, 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

Participants receive:

  • 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 2020.

Research Timeline

Research closes 15 December 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 Ascent Cloud.

Take The Survey


Become a member

Become a member