2014 Sales Pulse Survey Executive Summary

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INTRODUCTORY COMMENTS

• Growth numbers are building back to pre-recession levels. The

median 2014 growth expectation is 9 percent.

• The customer segment that demands insight from vendors looms

large in many growth strategies.

• Many organizations are, however, under-investing in the sales

resources to deliver meaningful business insights to this segment.

• Organizations with the highest growth ambitions are investing in such

resources and enablement tools.

• This eBook provides top-line findings on 2014 growth expectations

and the associated sales strategies.

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2013/14 SALES PULSE SURVEY

DEMOGRAPHICS

• Typical Revenue: $1.0 - $5.0 Billion

• Industries Represented: Tech, Medical

Device, Business Services, General

Manufacturing, Financial Services and

Consumer

93 COMPANIES

608 AVERAGE SALES FORCE SIZE

A good cross-section of size and industry

with which to obtain some directional

insight into 2014 plans.

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THE 2013/2014 SALES PULSE SURVEY

COVERED A VARIETY OF INDUSTRIES

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PARTICIPANTS WERE FROM BOTH

THE FORTUNE 1000 AND THE

MID-MARKET

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THE AVERAGE PARTICIPANT HAD A

SIGNIFICANT SALES FORCE IN 2013

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WITH MEDIAN EXPECTED GROWTH OF

9% IN 2014 COMPANIES ARE RAMPING

EXPECTATIONS TO PRE-RECESSION

LEVELS

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THERE WAS A WIDE RANGE OF

GROWTH EXPECTATION FOR 2014

…with extremely aggressive high-end objectives.

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AVERAGE QUOTA ATTAINMENT WAS

FLAT BETWEEN 2012 AND 2013

What percent of sales plan did your sales force achieve in 2012?

What percent do you estimate will achieve it in 2013?

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MOST COMPANIES EXPECT SELLERS

TO ACHIEVE QUOTA IN 2014 DESPITE

AN AGGRESSIVE GROWTH PLAN

What percent of sales plan do you estimate your sellers

will achieve in 2013?

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MOST PARTICIPANTS SAY THEY WILL NEED TO

GROW FASTER THAN INDUSTRY TO ACHIEVE

GROWTH GOALS

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MOST RESPONDENTS ARE

CONFIDENT THEY WILL ACHIEVE 2014

GROWTH OBJECTIVES

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HALF OF RESPONDENTS FEEL THE

VALUE SEGMENT IS GROWING

FASTER THAN OTHER SEGMENTS

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ON AVERAGE ONE-THIRD OF

REVENUE IS DERIVED FROM VALUE-

CENTRIC CUSTOMERS

Indicate the percent of revenue you derive from value-oriented customers that want to

partner with vendors to improve results.

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EXECUTIVES DESCRIBE WHAT

SEPARATES VALUE-CENTRIC

CUSTOMERS FROM THE REST

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HELPING CUSTOMERS IMPROVE

EFFICIENCY WAS THE MOST

IMPORTANT VALUE PROVIDED

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SOLUTION/PROCESS EXPERTISE WAS

THE MOST IMPORTANT MEANS OF

IMPROVING EFFICIENCY

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THE FOLLOWING KEY INITATIVES WILL

STRENGTHEN VALUE SELLING IN 2014

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CONCLUDING COMMENTS

• Executives, even those with the most aggressive growth ambitions, appear

confident they will achieve their 2014 objectives.

• Organizations with the highest growth objectives are investing more

aggressively in building their sales organizations and support resources.

• Some of this investment is targeted to serve the growing “insight segment”

where success requires a sales function that can deliver wisdom and

expertise.

• Some investment is aimed at serving mid-market customers more efficiently.

• Observation: High growth companies are investing in their sales functions to

stimulate and sustain growth in multiple account segments.

• Conclusion: If you expect growth, invest in your sales function!

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2014 CSE FORUMS

THREE FORUMS

ONE POWERFUL DIRECTION

• Operations Forum: Chicago

April 23-24 | InterContinental Hotel

• Strategy Forum: New York

June 18-19 | InterContinental Barclay Hotel

• Annual Forum: Palm Beach, FL

November 12-14 | Eau Palm Beach

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