White Paper: Want a Great Sales Culture? Fill this Gap
Here’s what the best run companies are doing.
Every business leader wants a productive, efficient, and effective sales
organization—one that consistently hits quota.
Every business leader wants a productive, efficient, and effective sales organization—one that consistently hits quota.
But, what we want and what we are actually getting are two very different things. While companies are chasing more aggressive goals and applying more pressure to hit them, several recent studies suggest that their efforts are falling short. Research by the Aberdeen Group finds that two-thirds of sales reps fail to hit quota and that 65% of B2B companies say their #1 challenge is sales productivity.
Research by Harvard Business Review on the problem with sales productivity isolates “sales culture” as the most important criteria determining a highly productive company. HBR’s research further indicates that the #1 factor determining whether a company achieves a high-performing sales culture is the company’s ability to align all customer contact employees with a common culture based on an effective customer-communications strategy. HBR defines “alignment” as clarity of vision, strategy, and shared behaviors. Without alignment among customer-contact teams, companies cannot avoid a gap in their sales culture. That gap ultimately damages sales productivity. Today, the gap is widening.
Based on the volumes being written on the topic of sales culture, and my own experience over the past three decades, it is obvious to me that this is the most important time in the history of selling for the advent of a healthy and effective company-wide sales culture.
In this white paper, I’ll explain the cause of the gap in a company’s sales culture, its impact on sales productivity, and why the gap is widening. Using several cases studies, I’ll explain what some of the best-run companies are doing to fill the gap in sales culture and the results they are achieving.