sma 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

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Today’s Panelists








© Copyright 2013 The Sales Management Association.

Sales Management Association Webcast

7 June 2013

Presented by

Research Update: Managing Sales Force Change







About This Research


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


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)


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.



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



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

Research Participant Profile


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

N=55 companies

Participants’ Sales Organization Size


N=55 companies

Change Intensity


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


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 companiesMean ratings: Past Change = 4.92; Future Change = 4.89

Change Intensity by Firm Size


N=55 companies

Expert Input From Our Panel

Slide 15

Why are large firms’ sales organizations changing more?

© 2013 The Sales Management Association. All rights reserved.

What Should Be Changed?...


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?


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

N=55 companies


Slide 18

Are sales organizations changing the right things?


Change Gaps


N=55 companies


Slide 20

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


Perceptions of Change: Salespeople


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


Perceptions of Change: Executive Leadership


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


Slide 24

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


Change Capabilities


“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


Slide 26

Are sales organizations sufficiently prepared for change?


Questions and Discussions


Our panel answers questions from the webcast audience.







Q1: How is training delivery changing?


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?


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







Q3: Will companies get better or worse at change?


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







sma research update: managing sales force change

Business

sales management

firm size

undergone

larger firms

change intensity

expected change

sales force

sales training