10-Step Sales Assessment



Experienced and effective sales strategy is critical to bottom-line success. The company must identify and analyze each of these key areas of their business, and answer the following questions, in order to develop the right sales strategy:


1. Sales goals

  • What are the corporate goals?
  • How do the sales goals feed into the corporate goals? Is there alignment between sales goals and corporate goals?
  • Are the sales goals realistic? If yes, continue to plan. If no, revisit the corporate goals and/or sales goals.
  • Are there are other revenue sources that can be identified and placed into the sales/marketing portfolio?


2. Sales structure

  • What is the current sales rep / management structure?
  • What is the ideal rep / management structure? Why?
  • What does it take to create the ideal structure?
  • What are the current opportunities, restrictions, and alternatives? Consider all options –working with an existing team, adding temporary assignment, developing a new sales team, or expanding through outsourcing, etc.
  • Is there capacity for more sales?


3. Sales process

  • What is the current sales process?
  • Where are the current efficiencies? Where are the inefficiencies or stumbling blocks?
  • How is the process documented, managed, executed, and/or reviewed throughout the sales cycle, from lead generation to support to post-close execution?
  • Where are there opportunities throughout the process to consider innovations that provide either cost savings or new ways to add revenue?


4. Compensation

  • What is the current compensation plan?
  • Is it doing the job of motivating the sales team?
  • Is the comp plan in alignment with corporate financial goals and budget?
  • Is the comp plan in alignment with the corporate culture?


5. Training

  • What are the current skills and knowledge of the current sales team?
  • Where are there gaps in skills or education?
  • What additional training and resources are needed?
  • How can these be delivered to optimize the results within a reasonable budget?


6. Tracking

  • What are the current tools used by the company to track or manage sales?
  • What are the tools required to best show current sales vs. goals, with metrics for both sales and marketing operations (aligning sales approach with marketing efforts)


7. Incentives

  • What motivates your sales team?
  • What does NOT motivate them?
  • What are the best motivational tools for the team(s) involved in both sales and marketing?
  • Are your incentives in alignment with our corporate values?


8. Management

  • How does your current sales structure support sales?
  • Who is accountable to whom? Are there any strains in the company’s reporting structure?
  • What are the accountability measures taken to ensure team targets are met? (i.e. performance reviews that focus on goal-setting and measurement)
  • What is the ideal type of sales management required to move the team toward targets?


9. Flexibility

  • What processes and decision tools are in place to provide moments of pause, assessment, and ability to make adjustments to any internal or external market changes?
  • In what ways could the corporate culture, leadership, or operational function become more nimble in order to take advantage of new opportunities, or to respond swiftly to change?


10. Reporting

  • What reports are needed at top level?
  • What reports are needed at sales performance level?
  • What are the ideal types of reporting, analytics, and/or client information required to provide information that can support strategic decisions?
Robyn Hounjet