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CSO Insights Study Issues Warning: Sales Practices Study

Title:  All That Glitters is Not Gold  CSO Logo

Subtitle:  2019 World-Class Sales Practices Study

Published by/Authors:  CSO Insights

Gated: Yes

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Length: 28 Pages


The 2019 World-Class Sales Practices Study collected data from 1,500 respondents from January through March 2019. Analysis was conducted on responses from 949 sales leaders. This sample was global in nature and spans across B2B industries, with particularly strong representation from the technology, manufacturing, healthcare, professional services and banking/finance sectors.

The study reported  that many organizations saw increases in quota attainment and revenue in 2018, however, key metrics showed a decrease and adherence to sales best practices. 

This led them to believe that the up-swing in revenue had more to do with the upward economy. It also indicates there could be severe issues for many companies if there is an economic correction and sales managers have not attended to sales best practices.  Just hiring more salespeople and spending more on marketing probably will not over-come marketing churn.


Section I: The Deceptively Shiny State of Sales

Section II: Customer Engagement

Section III: Performance Support

Section IV: Strategy Alignment

Study Parameters:



Listen to one of the authors, Seleste Lunsford discuss highlights of the report

About CSO Insights

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.

Why it’s Important

Some of the top companies in the study (not necessarily the largest) reported increased quota attainment and best sales practice adherence which bodes well for them, but not so much for others.  

Recommended for: 

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

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