New Study from Sales Performance International Reveals Account-Based Marketing as a Top Initiative for B2B Sales Managers and Reps to Succeed in 2017

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Sales managers and reps want a more targeted, strategic approach for reaching high-potential prospects. They are not satisfied being flooded with large volumes of leads from prospects who are unlikely to become significant customers.

A new study by Sales Performance International (SPI,, a leading sales training and performance improvement company, revealed account-based marketing as the top new investment requested by sales managers and reps to improve demand creation.

SPI conducts its annual “Voice of the Sales Force” Survey to identify and prioritize the top sales performance improvement initiatives from the perspective of sales managers and reps. This years survey included nearly 600 participants who select initiatives they believe would have the greatest impact on their success in 2017. The top initiatives uncovered in the report, which was released today, are those that received the most votes in the survey.

Summary of the Top 3 Performance Improvement Initiatives by Category:

Creating Demand
1.Begin account-focused marketing directed at specific high potential target prospects
2.Provide more compelling marketing content to motivate prospects off of the status quo
3.Increase general awareness of our brand in the market

Winning Deals
1.Help me more effectively differentiate from our competition
2.Provide more support for accessing executive-level decision makers
3.Help me more effectively justify our solutions’ value to buyers

Growing Accounts
1.Help me quantify the impact we’ve made in strategic accounts
2.Help me improve my executive-level selling skills
3.Help me identify new cross-sell and up-sell opportunities in accounts

Managing Performance
1.Reduce the amount of time I spend on non-selling activities
2.Regularly share success stories and “tribal knowledge”
3.Ensure that my quota is reasonable and attainable, given the current market

“The survey results and comments strongly suggest that sales managers and reps want a more targeted approach to new business development” said Dario Priolo, SPI’s Chief Marketing Officer and Demand Creation Practice Leader. “They are not satisfied being flooded with large volumes of leads from prospects who are unlikely to become significant customers.”

Additional Information
To download the full report, please visit For questions about the report, please contact Dario Priolo (dpriolo(at)spisales(dot)com).

About Sales Performance International
Sales Performance International (SPI) is a leading sales training and sales effectiveness consulting firm. We serve many of the world’s largest and most successful companies. To learn more, visit:

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Dario Priolo
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