We often contend (and do believe) that the sales manager’s role is the most complex in any organization. They are part teacher, part coach, part salesperson, part CFO, part IT director, part marketing manager, part sales support, and perhaps parts of many other roles. Sales managers do a bunch of stuff. But what stuff matters the most?
In our foundational research in our best-selling book Cracking the Sales Management Code, we actually discovered what are the important parts of the sales manager’s role… At least as leading sales forces judge them. At its core, the research was an investigation into how companies are using metrics to manage their sales forces. And metrics are typically expensive and time consuming to collect and report. So if a company is going out of its way to measure something, it must be important to them.
What parts of sales management were these companies measuring then? What is the important stuff? It turns out that it’s simpler than you might think.
The sales forces in our research measured only five aspects of sales management:
Clearly the first four areas are focused on improving the … Read the rest