Blog Post

What Is a Sales Performance Analysis?

Published: Wednesday, January 31, 2018
Updated: Monday, April 16, 2018

A Sales Performance Analysis is a way of assessing where your business currently stands compared to where it wants to be in future. It uses industry businesses standards, performance, and other elements for comparison. It shows the gaps between the current state of your business and how it should be performing and what are the causes for the gap in between.

Need for Sales Performance Analysis

A Sales Performance Analysis addresses the questions “Where are we?” and “Where do we need to be?” clearly. As an organization grows, it loses track of some objectives and even relationships with customers and peers. That is why businesses need gap analysis: to put them back on track.

Importance of Sales Performance Analysis

A gap exists in three categories: business goals, people’s performance, and organizational capability. Although they can be differently prioritized with different approaches, conducting an analysis on them bears the following significance:

  • Provides comprehensive overview of a business goals (actual and desired)

Analyzing all categories allows directors and executives to measure their resources in their bid to meet missions, goals, and objectives.

  • Decision making

A business needs sales performance analysis to focus its efforts and make informed decisions especially in resource allocation.

  • Stakeholder satisfaction

Measuring a gap realistically builds stakeholder confidence.

  • Employee motivation

Sales performance analysis identifies the difference between desired and actual performance. Understanding the different enhances employee handling and morale.

  • Improved customer relations

Better focus and decision making as a result of sales performance analysis boosts customer relations.
How to do a Sales Performance Analysis

There are four elements:

  1. Identify actual state
  2. Identify desired state
  3. Analyze the discrepancy
  4. Come up with a solution

Not sure where to start with your sales performance analysis? 

About the Author

Alen Mayer is a Keynote Speaker, Author, and Corporate Performance Consultant. His Mission: helping companies solve performance problems. He is also the CEO of North American Sales Training Corp., a global sales effectiveness and sales performance company based in Toronto, Canada with clients in Canada, US, Europe and Asia.

Alen is a true pioneer in the sales industry. He was the first one to write a book on Trigger Events in 2007, and since then there were dozens of other authors who helped shape the new sub-genre of sales training.

He lives, eats and breathes sales and combines over 22 years of experience in international sales and business development with a rational no-nonsense practical approach to selling.

Alen is one of the most influential people in sales today; for his contribution to the sales industry, he was voted #2 on the list of Top 50 Most Influential People in Sales Lead Management; he was also voted as one of the Top 25 Sales Influencers.

He is published author of 7 sales titles including “The Missing Piece to Sales Success”, “Trigger Events” and “Selling For Introverts” which was recently translated to German and Italian language.

Alen started his sales career in Europe, selling bulldozers, excavators and once he sold the complete asphalt plant! He started as a sales representative, climbing the ladder and becoming a sales manager, Director of Sales, and VP of Sales. He was there where many salespeople are now and he knows salespeople’s issues, problems and frustrations.

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'What is Sales Performance Analysis' is very well answered here and Carl Binder's response is 'how Sales Performance can be effectively managed' My contribution to this thread is our White Paper on B.A.N.K. that is disrupting sales growth, sales velocity and effectiveness, all of which are key factors to enhance sales performance. Here it is - and the link to explore the system
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Analysis of sales performance means something different to me. Here is a white paper that describes how we approach it, by defining the specific milestones in a successful sales process for a given business or group, and then seeking to optimize it.
Thanks for sharing this robust framework. My instant appreciation is for pointing out the challenges in Sales Enablement. Yes, empathize with trying to fill CRM system fields with what I'd call 'process sinecures', for lack of a better term. From personal experience, recognize a huge opportunity to include the 'value' factor using the B.A.N.K. system, and take the effectiveness of the framework to the next level. You can explore this scientific system at
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