Dresner Advisory Services published the 2021 Sales Performance Management Market Study, part of its Wisdom of Crowds series of research. Sales performance management (SPM) enables the sales organization to develop plans and manage and analyze performance for staffing, revenue, and territories, among other areas. SPM includes sales planning and sales analytics.
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The 4th annual report examines end user perceptions and trends around sales performance management use, adoption, budgets, and overall success, analyzed by organization size, geography, and other attributes. The report scores the importance of the main areas of SPM including features, integrations, and technologies, as reported by end user respondents.
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“Functional SPM adoption is highest in finance followed by marketing, operations, and customer support, indicating organizational alignment around sales and an emphasis on leveraging SPM in conjunction with other resources and data dedicated to planning, quality, support, and other purposes,” said Howard Dresner, founder and chief research officer at Dresner Advisory.
About 56 percent of all respondents say SPM is “critical” or “very important,” and adoption of SPM correlates with success with BI. Respondents are interested in a wide portfolio of SPM planning features, led by forecasting, segmenting, scoring, and predefined KPIs.
