What is sales performance management?

Sales performance management, or SPM, is the practice of planning, tracking, and improving sales team performance. Effective SPM helps organizations create realistic sales plans, motivate sales teams to reach their targets, and increase revenue.

Why is sales performance management important?

In sales, there are highs and lows—some a sales team can anticipate and others it can’t. Sales performance management enables sales teams to collect and analyze sales data, including selling history, trends, and performance, and use it to set realistic sales targets, adjust tactics, motivate employees, and drive consistent outcomes.

Sales performance management provides the insights and direction organizations need to:

Make data-driven decisions: Accurate performance data and analytics help managers set attainable targets for quota attainment and sales lead conversion rates and adjust strategies as needed.

Improve sales productivity: Streamlined, automated processes provide sales reps with fast, reliable information and frees them up to be more productive, efficient, and successful.

Motivate and retain employees: Clear sales goals, regular feedback, and ongoing recognition boost employee motivation, leading to higher sales and reduced turnover.

According to a 2022 report on trends in performance management, while intuition, experience, and relationships still play a key role in sales, “organizations can no longer rely on ‘gut feelings’ and biases to make important decisions. To remain competitive, organizations need to make data-driven decisions that optimize performance, motivation, and development.”

Five ways to improve sales performance management

Increasing competition and changing market demands present ongoing challenges to sales organizations. Despite this, there are a few steps organizations can take to maximize sales in any environment, such as:

Setting clear and measurable sales goals to help sales reps understand expectations and timelines for specific tasks and reach their sales targets on or ahead of schedule.

Implementing advanced analytics and reporting tools to track sales progress, recognize trends, and identify potential issues, enabling managers to make more informed decisions.

Delivering ongoing coaching and training to help sales reps improve their sales knowledge and tactics, address performance challenges, follow best practices, and reach their sales goals.

Streamlining sales processes to reduce time spent on tracking, reporting, and forecasting, allowing salespeople to focus on what they do best.

Creating well-structured incentive plans to motivate sales teams to achieve and exceed their targets, align goals with company strategy and market conditions, and optimize performance.

What are the components of sales performance management?

There are three key components of effective sales performance management. Together, they help sales teams reach their goals and contribute to the overall business strategy by identifying where, how, and what to sell.

What is sales performance management (SPM) software?

Sales performance management software is a solution that streamlines and automates sales operations across planning, tracking, and incentive compensation management. Features such as analytics, generative AI, persona dashboards, and built-in workflows allow organizations to create sales quotas, territories, and compensation plans that align with business objectives and respond quickly to changes in demand and supply.

Key benefits of SPM software

By streamlining and automating sales processes, organizations can improve operational efficiency and grow sales revenue. SPM software helps organizations:

Increase sales productivity: Automated workflows and real-time insights allow salespeople to work faster and smarter to meet sales targets on or ahead of schedule.

Align incentive compensation plans with organizational goals: Linking rewards to business objectives drives behaviors that support a company’s strategy and success.

Improve sales leader decisions: Real-time data helps managers monitor sales progress, trends, and obstacles to adjust strategies and timelines as needed.

Support continuous learning: Individual and team performance tracking identifies skills and knowledge gaps that can be addressed through ongoing coaching and training.

Optimize sales territory and quota management: Using data-driven insights to assign sales territories and quotas helps balance territories and set realistic quotas.

Reduce the gap between closing and getting paid: Streamlined billing processes, deal tracking, and workflows help ensure faster sales processing and payments.

Enhance sales forecasting: Advanced data analysis and sales modeling support more accurate, reliable sales predictions.

Empowering sales teams to succeed

Explore how organizations use sales performance tools to improve sales productivity and drive revenue.

Read the IDC InfoBrief

What to look for in SPM software

With a clear understanding of long- and short-term business goals, challenges, and budgets, sales teams can select the essential software features they need today and scale as their needs change.

Other features sales teams should consider include:

Delivering a powerful incentive for sales reps

See how Kyndryl Holdings uses next-gen tools for SPM to accelerate its monthly commissions cycle and simplify pay file delivery.

Read more about Kyndryl

Sales performance management versus incentive compensation management

While sales performance management focuses on the overall performance of a sales team, incentive compensation management (ICM) is a specific component within SPM that focuses on the financial incentives that drive individual and team performance.

Incentive compensation management is the process of designing, implementing, calculating, and administering compensation plans that reward salespeople for achieving specific performance goals. It plays a key role in attracting and retaining top talent, improving sales productivity, and aligning sales goals with business strategy.

FAQs

What does sales performance management, or SPM, mean?
Sales performance management (SPM) is the process of planning, tracking, managing, and analyzing a sales team’s activities and outcomes.
What is sales performance management software used for?
Organizations use sales planning, territory management, quota setting, and distribution features in SPM software to help set attainable sales goals, empower salespeople to meet those goals, and accurately forecast future sales goals and strategies.
What role does sales performance management play in HR?
SMP helps HR anticipate hiring needs, find and retain the right salespeople, identify when additional training or support is needed, provide accurate assessments, and ensure compensation packages are tied to performance.
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