What’s the Best Culture to Drive Sales Performance?

Since we cleared the fog around sales enablement last week, let’s now turn to another question I’m asked a lot: What is the best culture to drive sales performance? Is it a sales culture we should aim for? And whatever it is, what does it mean for sales enablement?
Let’s first have a look at the data from our 2018-2019 Sales Performance Study. We identified the three main criteria that differentiate high performers from average and low performers using our Sales Relationship Process Matrix (SRP Matrix). Click here to check out the full SRP Matrix results. One criterion was dynamic alignment of the selling processes to the customer’s path, which we also see in our 4th Annual Sales Enablement Study. Another criterion was that salespeople met or exceeded expectations regarding the capability to provide insights and perspectives. And the key criterion was culture. Not a sales culture – no, a customer-centric