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CSO Insights Reports Sales Performance Improvements Lacking - Research

CSO-Insights-Logo (1) Slma-recommended-187Title:   2018-2019 SALES PERFORMANCE STUDY

Published by/Authors:   CSO Insights

Gated: Yes

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Length: 6 Chapters 37 pages


The report: Selling in the Age of Ceaseless Change: 2018-2019 Sales Performance Study

Sales managers are very good about knowing the past, but not so good about knowing the future.  This report, as most reports from CSO Insights, gives sales management a glimpse of what the future can be for their company.  The report discusses performance improvement objectives of the 900 sales organizations that participated in the study.   It covers four main areas:

  1. Improving Lead Generation
  2. Capturing New Accounts
  3. Expanding Penetration into Existing Customers
  4. Increasing Win Rates

The study looks at how sales organizations are performing, compared to recent years and covers what successful companies are doing that’s working.

Chapter 1: An Overview of the state of sales: quota attainment is far below 2014, 

Chapter 2: Four data recommendations for improving lead generation

Chapter 3: Capturing new accounts

Chapter 4: Three ways to increase penetration into existing accounts

Chapter 5: Increasing win rates

Chapter 6:  Lessons learned from 900 sales leaders: What would they do differently?

SLMA Comments:   

The most startling finding in the report has good and bad news. Revenues are up but sales performance is not.  This clearly indicates a strong-armed approach to sales by expanding on expensive tactics to make the numbers by adding people. They report that 15 of 16 seller abilities show lower performance than five years ago. 

When an economic downturn arrives, as it always does, cost cutting will prevail and most likely fall on the tactics being used to temporarily increase sales (more bodies regardless of performance).   This means the tactics now supporting improved revenues will be cut and with sales performance lacking, the companies will get a shellacking.  Sorry, it just seems to rhyme.

Why it’s Important

“For every chapter in the CSO Insights study there is a section on recommendations. Only a fool or an inexperienced sales manager will ignore their road-map for increasing sales performance.

Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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Independent research backed by one of the world’s premier selling and service brands

CSO Insights is the independent research arm within Miller Heiman GroupTM, dedicated to improving the performance and productivity of complex B2B sales. The CSO Insights team of respected analysts provides sales leaders with the research, data, expertise, and best practices required to build sustainable strategies for sales performance improvement. CSO Insights’ annual sales effectiveness studies, along with its benchmarking capabilities, are industry standards for sales leaders seeking operational and behavioral insights into how to improve their sales performance and to gain holistic assessments of their selling and sales management efficacy. Annual research studies address sales and service best practices, sales enablement and sales performance optimization.


This review was conducted independently without the advice or consent of the publisher.  Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.

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