As the largest expense on many firms? operating statement, the sales force attracts plenty of management scrutiny and frequent assessment of its ROI. This session considers how sales organizations attempt to improve sales force effectiveness through various initiatives, how they measure success, and how ROI should be determined for such initiatives. Using research conducted by the Sales Management Association, this session focuses on which SFE initiatives have driven success, and how firms quantify returns from a range of SFE initiatives. With the insights gained from the research, attendees will be prepared to articulate an SFE business case to senior management and track the impact of their SFE investments.