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  • Sales Performance Optimization Study 2014 Key Trends Analysis

    N

    Sales Performance Optimization Study 2014 Key Trends Analysis

    CSO Insights Measuring Sales & Marketing Effectiveness

  • Sales Performance Optimization Study 2014 Key Trends Analysis

    2014 CSO Insights CSOiCL67112

    No portion of this report may be reproduced or distributed in any form or by any means without the prior written permission of the authors.

    Terms and Conditions

    Printed in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be produced or distributed in any form or by any means, or stored in a database or retrieval systems, without the prior written permission of the publisher. For additional information, contact CSO Insights, 3855 Orange Court, Boulder, CO 80304, Phone: (303) 521-4410, email: jim.dickie@csoinsights.com. The reader understands that the information and data used in preparation of this report were as accurate as possible at the time of preparation by the publisher. The publisher assumes no responsibility to update the information or publication. The publisher assumes that the readers will use the information contained in this publication for the purpose of informing themselves on the matters which form the subject of this publication. It is sold with the understanding that neither the authors nor those individuals interviewed are engaged in rendering legal, accounting, or other professional service. If legal or other expert advice is required, the services of a competent professional person should be sought. The publisher assumes no responsibility for any use to which the purchaser puts this information. All views expressed in this report are those of the individuals interviewed and do not necessarily reflect those of the companies or organizations they may be affiliated with, CSO Insights, Insight Technology Group, or Sales Mastery. All trademarks are trademarks of their respective companies.

    Copyright 2014 CSO Insights

    All Rights Reserved.

  • Sales Performance Optimization Study 2014 Key Trends Analysis

    2014 CSO Insights CSOiCL67112

    No portion of this report may be reproduced or distributed in any form or by any means without the prior written permission of the authors.

    Acknowledgments

    We would like to thank all of the sales executives who annually share the data related to their previous years sales

    performance and the best practices they are leveraging to optimize how they sell. Without their support and insights,

    the development of the research knowledge base used to create the 2014 Sales Performance Optimization Topical

    Reports would not be possible.

    Next, we would like to thank the following sales effectiveness companies for their partnership and thought leadership

    support for this project: Accenture, Richardson, Velocify, Xactly, and Zilliant.

    We owe a debt of gratitude to many colleagues, mentors, and advisors whose help made this project possible. To list

    them all would be impossible, but a few deserve special mention: Anthony Robbins, Co-founder at CloudCoaching

    International, Walter Rogers, CEO and Co-founder at CloudCoaching International, Tim Sullivan at Sales Performance

    international, and Jack Hubbard at St. Meyer & Hubbard.

    Finally, we would like to thank our editing team whose hard work, diligence, and endless hours made this project

    possible. Thanks to Kim Cameron, Diane Hodges, PhD, and Andy Jesmok.

    http://www.accenture.com/us-en/pages/index.aspxhttp://www.richardson.com/http://www.velocify.com/https://www.xactlycorp.com/http://www.zilliant.com/http://www.tonyrobbins.com/http://www.tonyrobbins.com/http://www.tonyrobbins.com/http://www.spisales.com/http://www.spisales.com/http://www.stmeyerandhubbard.com/

  • Sales Performance Optimization Study 2014 Key Trends Analysis

    2014 CSO Insights CSOiCL67112

    No portion of this report may be reproduced or distributed in any form or by any means without the prior written permission of the authors.

    Table of Contents

    2014 Sales Performance Optimization Study Introduction ........................................................................ 1

    2014 Sales Performance Optimization Study Key Trends Analysis Introduction ....................................... 1

    Selling 2013 On Average, How Well Did You Do?................................................................................... 3

    Sales Performance Optimization Study: 2012 to 2013 What Has Changed? ........................................... 6

    The Path to Achieving 2014 Revenue Plans ................................................................................................ 7

    Sales Performance and the 2014 Sales Relationship/Process Matrix ..................................................... 9

    Beyond the Averages: Attributes of World-Class Sales Organizations ...................................................... 13

    Addendum A Sales Relationship/Process Matrix ............................................................................... 15

    Addendum B 2014 Study Demographics ............................................................................................... 17

    Current Research Studies by CSO Insights .............................................................................................. 18

    About CSO Insights ................................................................................................................................ 18

  • Sales Performance Optimization Study 2014 Key Trends Analysis

    2014 CSO Insights CSOiCL67112 1

    No portion of this report may be reproduced or distributed in any form or by any means without the prior written permission of the authors.

    2014 Sales Performance Optimization Study Introduction The data used for this analysis were gathered as part of CSO Insights 20th annual Sales Performance Optimization (SPO) study. As

    part of this research effort we surveyed over 1,200+ companies worldwide, collecting information on over 100 sales effectiveness

    related metrics. A detailed breakdown of the survey participants can be found in the introduction to the 2014 Sales Performance

    Optimization Key Trends Analysis Topical Report.

    The following graphs reflect the aggregated results from the study participants. Advisory Services clients seeking segmented

    responses based on factors such as industry, company size, country, complexity of sales processvirtually every metric in the

    studymay obtain this information by contacting their CSO Insights Analyst.

    2014 Sales Performance Optimization Study Key Trends Analysis Introduction

    An advantage derived from conducting a longitudinal study (versus a one-time assessment on a topic) is the ability to see trends over

    time. In our initial Sales Performance Optimization study twenty years ago, we asked the 150 participating firms to identify their

    sustainable competitive advantages. Number one on the list was the products they sold, and number two was their level of service.

    Fast forward to today and see how much things have changed. Product life cycles across all industries have collapsed to the point

    where if a competitor doesnt have a feature or capability that a company needs today, they may well have it tomorrow. The

    cell/smartphone market is a perfect example of this trend. Whereas hardware architectures once had a lifespan of years; in the

    smartphone space, real competitive advantages in their product offerings can be measured in mere months or even weeks.

    And what about service? Today, good customer service is the entry price for consideration. In that, if your company doesnt have it,

    you will not make it to the initial evaluation list. If you do have it, well then, so does everyone else, and you will be on the short list

    with strong competitors for the final decision.

    So, where is sales today? Is it at the point where everything is commoditized, and the final decision to buy anything boils down to

    price? That was the question we sought to answer this year as we designed our 2014 Sales Performance Optimization study.

    http://www.csoinsights.com/About-Us/Contact-Us

  • Sales Performance Optimization Study 2014 Key Trends Analysis

    2014 CSO Insights CSOiCL67112 2

    No portion of this report may be reproduced or distributed in any form or by any means without the prior written permission of the authors.

    For those who may be new to CSO Insights, for the past twenty years we have conducted primary research to assess the challenges

    sales teams face, why the problems exist, and how firms can leverage people, process, technology, and knowledge to address those

    issues. While our initial focus was the U.S.-based technology sales marketplace, we expanded to a major cross-industry, cross-

    geography based effort with over 5,000 companies taking part in our four major studies in 2013 and into 2014.

    The data used for the following Key Trends Analysis were gathered as part of our 20th annual Sales Performance Optimization study.

    For this research effort, we surveyed more than 1,200 companies worldwide, collecting information on over 100 sales effectiveness

    metrics. A breakdown of survey participants by vertical industry demographics can be found in Addendum B of this analysis.

    For those who are familiar with CSO Insights past Sales Performance Optimization studies, a fundamental change in how the

    information is presented