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SALES SURVEY


The Three Traits Shared by Successful Sales Organizations


SELESTE LUNSFORD


If you’re the average global sales organization, you’re achieving 94 percent of your sales revenue goal. But sellers shouldn’t rest easy quite yet.


The Sales Performance Report from CSO Insights, the research division of Miller Heiman Group, revealed that this good news wasn’t due to an in- crease in sales performance. Only 54 percent of salespeople made quota, and sales teams were less effective at 15 of the 16 common sales activities used to measure sales performance. To compensate and meet revenue goals, sales leaders plug the dam by relying heavily on their strongest sell-


34 | AUGUST 2019 SELLING POWER © 2019 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


ers or hiring additional sellers. They also depend heavily on existing busi- ness: New customers accounted for less than 30 percent of total revenues in 2018.


So, what should sales leaders focus on to turn this picture around and align with the highest-performing companies on CSOi’s Sales Relation- ship Process Matrix (below)? (The SRP Matrix is a framework for assessing sales effectiveness based on two criti-


cal elements: the depths of relation- ships organizations have with their customers and the extent to which the sales process is formalized and deployed.)


The study found the highest- performing organizations share three compelling traits: • A primarily customer-centric culture


• A sales process dynamically aligned to the customer path


• A sales team that meets or ex- ceeds expectations in providing insights and perspective


To achieve success in 2019, sales


organizations must focus on the cus- tomer. Let’s break down each of these points to see why they matter.


EMBRACING A CUSTOMER- CENTRIC CULTURE The highest-performing organizations


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