Sales Investment Strategy: The Constant Balancing Act for CSOs

Last updated: 01-01-2020

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Sales Investment Strategy: The Constant Balancing Act for CSOs

Along a favorite hiking trail, I’m always fascinated by an ever-changing assortment of rock art. No, not rock music, but rock balancing. Hikers with a keen eye for balance and symmetry stack rocks in seemingly gravity-defying formations. In truth, the artists don’t defy gravity but rely on an intuitive or learned understanding of the combined forces of gravity and friction to build their structures.

Sales leaders can surely appreciate the skill of these rock-stacking artists when trying to build the optimal structure for their organizations while balancing revenue growth, talent and productivity at a “reasonable” cost. And just to add to the degree of difficulty sales leaders face, they must continually rebalance their organizations as the size and maturity of their organization evolves. But where can a sales leader look for examples of the investments that similar-sized organizations are making? “Tracking the True Cost of Sales 2019,” the recently published research brief from SiriusDecisions, provides exactly this type of insight.

To prepare this brief, SiriusDecisions surveyed our leaders on their sales budgets and investments in personnel and other categories. The responses were analyzed and segmented into five separate revenue bands grouped into two categories. Organizations in each of the bands share several characteristics.

The study also analyzed the composition of FTE role types (e.g. direct field reps, inside sales reps, indirect channel reps) across the revenue bands. Distinct patterns emerged within the mid-size and enterprise segments:

Leaders of emerging organizations — defined as companies with less than $10 million in annual revenue (revenue band zero) or between $10 million and $50 million (revenue band one) — should look to the SiriusDecisions Command Center for benchmarks specific to organizations of this size, as data was not included in the study due to the dynamic nature of sales teams in smaller organizations.

Three Steps Sales Leaders Need to Take

What should B2B sales leaders do with this information?

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