The Impact of Culture on Sales Force Productivity

10 November 2022


Sales organizations are often distinguished by culture – the unique set of values, traits, and characteristics that seem to define their salespeople and approach to selling. This research investigates the impact of culture on sales organization effectiveness. It investigates the degree to which companies value sales culture, their approaches to defining or influencing it, and the most effective approaches to cultivating and sustaining beneficial sales culture. The research also seeks to quantify the relationship between sales organization effectiveness and sales culture.

Condition of Participation

Research participants are asked to complete an online survey requiring approximately ten 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, commercial excellence, sales leadership, or sales enablement in organizations with at least US$1 million in annual revenue, or 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.

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 January 2022.
  • Basic members or non-members receive an upgraded Sales Management Association membership to Associate membership level.


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.

Take The Survey


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