Sales Force Effectiveness

In today's competitive market, companies must leverage their sales organization and sales rewards strategy to gain competitive advantage.

Sibson Consulting can help:

  • Clarify organization and resource requirements
  • Prioritize goals, responsibilities and selling time
  • Develop the right rewards for the right performance

Our abilities begin with assessing or designing your company’s overall sales strategy, then helping organize and direct your sales force to execute that strategy. We help with tactical methods of reinforcement to drive sales strategy and ensure that your sales force is in a position to succeed through post-sales support capabilities.

Sibson’s expertise spans:


A sales force is only as effective as its ability to support the strategy of the company. However, as companies grow, many have problems converting strategic priorities into a sales strategy and action plan that the organization understands and can use to produce profitable growth.

Sibson can help companies do the following:

  • Understand the market: Develop deeper insights into how your marketing strategy and product/service offering translate into potential sales to your current and future customers
  • Focus on the tactical: Develop an actionable business strategy and a sales strategy that communicates tactical market priorities to each sales resource
  • Focus on the right customers: Create clear plans for retaining revenue, penetrating current customer markets that have the potential for higher profit and growth, and acquiring new prospects with the right offering for each target market
  • Segment the customer base: Field level market segmentation and targeting must be matched with a complete offering and a compelling sales message

Once a plan is in place, your company must update your sales organization to take advantage of attractive market opportunities.

Sibson can help companies do the following:

  • Select the appropriate channel: Organize your channel coverage based on the customer buying process and market saturation
  • Design effective selling roles: Develop sales roles that take advantage of the unique market position of your most attractive customer segments
  • Organize around the customer: Develop a flexible sales organization based around your customers and their needs
  • Deploy against best opportunities: Deploy best resources to the best opportunities, bearing in mind how ramp-up time places limits on market deployment

Executing your sales strategy requires an interaction of compensation, performance management and best-in-class quota setting. World-class companies have demonstrated that compensation is just one of the tools necessary to successfully execute a sales strategy.

Difficulties occur when execution is not aligned with the goals of the sales force, and compensation, quota setting and effective measurement of the sales force are at odds with the strategy.

Sibson can help companies by focusing on several key elements:

  • Ongoing measurement: Use effective tools to measure the ongoing effectiveness of the plan to allow for mid-stream course corrections
  • Sales Compensation: Develop plans that are simple and communicate to sales representatives what their day-to-day focus should be
  • Setting the right quotas: Set appropriate targets to provide the highest level of focus and motivation for your sales force

It is essential to support your sales force and sales plan through selling tools, capability and effective recruiting; however, most sales teams neglect this final aspect of maximizing the effectiveness of their team.

Sibson can help companies in the following areas:

  • Developing the right messages and tools: Ensure that each sales representative has the right tools to identify leads, sell solutions and develop a compelling value proposition to customers
  • Optimizing the recruiting channels: Develop a consistent recruiting process that allows you to identify where the best talent is located and become proactive, rather than reactive
  • Developing accurate sales competencies: Understand and develop competencies that will help identify talent shortfalls and develop methods for filling those gaps

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