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Go to Market Sales Strategies – Sales Performance Optimization Study

Go to Market Sales Strategies - Sales Performance Optimization Study

CSO Insights Sales Performance Optimization Study 2016 provides insights to improve your go to market sales strategies.

The information and insights from the study can be used as the basis for brainstorming, goal setting, identifying and prioritizing your organization’s sales performance. Step one is to understand the strategies and tactics employed by other companies. Step two is to implement solutions that fit your organization and to change behavior.

Go to Market Sales Strategies – Sales Performance Optimization Study – Key Takeaways

  • On average, 57% of salespeople make quota.
  • 83% of organizations attain their revenue plan.
  • 1% of firms had at least 75% of their sales force hit their individual goals 31.4% of companies met or exceeded 100% of their overall revenue target
  • Despite the fact that only 83% of companies and 57% of sales reps achieved their targets, 93% of companies raised their revenue targets for 2016.

Go to Market Sales Strategies – Sales Performance Optimization Study – Percentage of Sales Reps Achieving Quota

  • 2009 – 52%
  • 2010 – 59%
  • 2011 – 63%
  • 2012 – 63%
  • 2013 – 58%
  • 2014 – 58%
  • 2015 – 57%

View the Charts


Go to Market Sales Strategies – Sales Performance Optimization Study – Percentage of Companies Achieving Revenue Plan

  • 2009 – 78%
  • 2010 – 86%
  • 2011 – 89%
  • 2012 – 89%
  • 2013 – 84%
  • 2014 – 82%
  • 2015 – 83%

Sales Performance Optimization Study – Sales Performance Optimization Study – Sales Management Objectives and the Barriers to Success

When companies were asked to identify their top three sales objectives for 2016, the responses were:

  • Capture New Accounts – 58%
  • Increase Sales Effectiveness 40%
  • Optimize Lead Generation – 39%
  • Increase Existing Account Penetration – 30%
  • Improve Customer Loyalty / Satisfaction – 22%
  • Increase Win / Rates of Forecast Deals – 20%
  • Optimize Upselling / Cross Selling Opportunities – 19%
  • Reduce Sales Cycle Time – 15%
  • Improves Margin / Reduce Discounting – 14%
  • Increase Channel Sales – 12%
  • Improve Team Selling – 11%
  • Increase Reorder / Renewal rates – 9%
  • Reduce New Hire Ramp-up Time – 7%

Go to Market Sales Strategies – Sales Performance Optimization Study – What Are the Barriers to Sales Execution

  • Inability to Generate Enough Qualified Leads – 53%
  • Difficult Competitive Differentiation – 41%
  • Sales Cycles Are too Long – 32%
  • Close Rates Are Not High Enough – 28%
  • Lack of a Common Sales Process – 20%
  • Difficulty Establishing / Communicating ROI – 20%
  • Ineffective Sales Process – 20%
  • Onboarding New Hires Takes Too Long – 19%
  • Poor Sales / Marketing Alignment – 19%
  • Losing Existing Customers – 14%
  • Inaccurate Forecasts – 12%
  • Low Sales Process Adoption – 12%

Go to Market Sales Strategies – Sales Performance Optimization Study – Sales Performance Analysis: Top 10%, Middle 60%, Bottom 30%

The Top 10%

  • 71% of Salespeople Met/Exceeded Quota
  • For these companies 111% of the revenue plan was achieved

The Middle 60%

  • 62% of Salespeople Met/Exceeded Quota
  • For these companies 92% of the revenue plan was achieved

The Bottom 30%

  • 41% of Salespeople Met/Exceeded Quota
  • For these companies 50% of the revenue plan was achieved

Go to Market Strategies – Sales Performance Optimization Study – About the Survey

  • Regarding geographic participation, 54% of the firms are based in the United States and 46% are International.
  • In terms of revenue, 13% of the firms have revenues of greater than $1B, 22% are in the $51M – $1B range, and 66% of the companies have revenues of ≤$50M.
  • The data used for this analysis were gathered as part of CSO Insights’ 22nd Annual Sales Performance Optimization study.

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