sales management association webcast research … · research update: managing sales force change ....

© Copyright 2013 The Sales Management Association.

Sales Management Association Webcast

7 June 2013 Presented by

Research Update: Managing Sales Force Change

About The Sales Management Association

A global, cross-industry professional association for sales operations and sales management. Focused in providing research, case studies, training, peer networking, and professional development to our membership. Fostering a community of thought-leaders, service providers, academics, and practitioners.

Learn More: www.salesmanagement.org

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© 2013 The Sales Management Association. All rights reserved.

Today’s Panelists

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© Copyright 2013 The Sales Management Association.

Sales Management Association Webcast

7 June 2013 Presented by

Research Update: Managing Sales Force Change

About This Research

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This research report summarizes findings from 55 participating business-to-

business sales organizations. The research was conducted in the first quarter of

2013 through the use of a survey questionnaire.

Research objectives include determining the frequency and intensity of sales

force change initiatives; the amount of expected future sales organization

change; organizational perceptions of change efficacy; key areas targeted for

change; management practices in directing change initiatives; and leadership’s

priorities for implementing sales force change.

Summary Findings

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Sales Force Size and Expected Change Sales organizations experience a sustained, elevated degree of change intensity. For all respondents, the degree of expected future change varies little from the level of change recently experienced. However, size appears to influence the degree of future change expected. Bigger firms anticipate significantly greater future change; smaller firms less (compared to change experienced in the previous 18 months).

Summary Findings (continued)

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What Needs to Change Isn’t Necessarily What Is Expected to Change •  All areas need some level of change •  Sales Training, and (Non-Tech) Sales Support: These most need

to change (but aren’t) •  Sales Headcount, Product and Service Offering: these are much

more likely to change corresponding to need.


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Perceptions of change appropriateness within the sales organization – how much is needed, and how quickly it’s happening – notably differ between leadership and salespeople.


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Respondents hold a dim view of their organizations’ ability to implement change.

Research Participant Profile

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Participant Firm Size, Annual Revenue ($US) Participant Job Role

N=55 companies

Participants’ Sales Organization Size

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N=55 companies

Change Intensity

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How would you rate the intensity of organizational change your sales force has undertaken in the *past* 18 months? 1- We haven't changed anything; 4- We have undergone moderate change; 7- We have changed everything

N=55 companies

Change Intensity: Looking Forward

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How would you rate the intensity of organizational change your sales force expects to take in the next 18 months? 1- We won't change anything in the next 18 months; 4- We will attempt a moderate degree of change; 7- We will change everything

N=55 companies Mean ratings: Past Change = 4.92; Future Change = 4.89

Change Intensity by Firm Size

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N=55 companies

Expert Input From Our Panel

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Why are large firms’ sales organiza2ons changing more?


What Should Be Changed?...

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In order for your sales organization to be highly successful in the next 18 months, how much *should* you change the following things?

N=55 companies

… and What Will Change?

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How much will your organization change the following things in the next 18 months?

N=55 companies


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Are sales organiza2ons changing the right things?


Change Gaps

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N=55 companies


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What keeps sales organiza2ons from changing those things that most need changing?


Perceptions of Change: Salespeople

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How is change perceived in your organization by salespeople? (1 = far too little change; 4 = just the right amount of change; 7 = far too much change)


N=55 companies

Perceptions of Change: Sales Managers How is change perceived in your organization by salespeople, and sales managers? (1 = far too little change; 4 = just the right amount of change; 7 = far too much change)

N=55 companies

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Perceptions of Change: Executive Leadership

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How is change perceived in your organization by salespeople, sales managers, and your senior sales leader? (1 = far too little change; 4 = just the right amount of change; 7 = far too much change)

N=55 companies


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What explains the different percep2ons of change appropriateness at different levels in the sales force?


Change Capabilities

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“Indicate your level of agreement with the following statements. 1-completely disagree; 7-completely agree. When our sales organization undertakes a significant change initiative...

N=55 companies


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Are sales organiza2ons sufficiently prepared for change?


Questions and Discussions

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Our panel answers questions from the webcast audience.

Q1: How is training delivery changing?

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What are the most significant changes you’re seeing in sales training delivery in light of sales organizations’ time challenges?

Q2: How should training align with change objectives?

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How should training objectives and methods align with the changes an organization wants to emphasize?

Q3: Will companies get better or worse at change?

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Will companies get better, or worse, at implementing change in the sales organization?

sales management association webcast research … · research update: managing sales force change ....

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