Sales Culture & Revenue Impact Survey

Sales Culture & Revenue Impact Survey

Annual Benchmark Research Instrument | www.thedoyenneagency.com
Definition of Sales Culture

For the purposes of this study, sales culture refers to the shared expectations, leadership behaviors, interpersonal dynamics, systems, and incentives that collectively shape how revenue is generate within an organization, and how consistently those outcomes can be sustained, scaled, and replicated over time.
- What is your current role?*
  
  Founder / CEOSales Leader (CRO, VP Sales, Head of Sales)Sales Professional (Account Executive, Business Development, etc.)HR / People & Culture LeaderMarketing / CommunicationsOther
- What is your approximate annual revenue of your company?*
  
  Under $1M$1M-$5M$5M-$25M$25M-$100M$100M+
- What industry best describes your organization?*
  
  Technology / SaaSProfessional Services / ConsultingHealthcare / Health ServicesFinance / FintechReal EstateManufacturingOther
- Where is your company primarily based?*
  
  North AmericaEurope / UKAfricaMiddle East / Gulf RegionAsia-PacificLatin AmericaOther
- Approximately how many women currently hold sales leadership roles in your organization?*
  
  None1-23-5More than 5Not applicable / No formal sales leadership structureUnsure
- The following questions ask about your organization as a whole, based on your direct experience and observation. Please indicate your level of agreement with each statement.
- Our leadership team has a clear and shared understanding of how revenue is generated in our business.*
- Sales leaders are actively involved in strategic decision-making within the organization.*
- Leadership trusts the sales team to manage deals without excessive oversight.*
- Our revenue growth would be significantly impacted if the founder or CEO stepped back from sales activities. *
- Our sales team consistently meets or exceeds its revenue targets. *
- Sales managers in our organization coach and develop their teams, not just manage activity metrics. *
- I believe our sales culture is a primary driver of our revenue performance. *
- Please indicate your level of agreement with each statement.
- Sales team members openly discuss lost deals to improve future performance. *
- Sales team members in our organization feel comfortable asking for help when a deal becomes challenging.*
- Collaboration within the sales team is stronger than internal competition.*
- Sales team members feel supported by leadership during difficult sales cycles.*
- I feel comfortable raising concerns about sales practices or team dynamics without fear of negative consequences.*
- In our organization, mistakes are treated as learning opportunities rather than reasons for blame or punishment.*
- Sales team turnover in our organization is lower than what I observe in comparable companies.*
- Please indicate your level of agreement with each statement.
- Sales and marketing are well aligned in how they define qualified opportunities.*
- Delivery or service teams trust the commitments made by sales.*
- The rest of the organization understands and respects the role of sales in driving revenue.*
- Sales and delivery/product teams collaborate effectively during the sales process. *
- Our organization has a shared, clearly defined profile of an ideal customer.*
- Please indicate your level of agreement with each statement.
- In our organization, AI tools are used to support salespeople’s judgment, not replace accountability for outcomes.*
- Sales managers in our organization use AI-generated insights to coach and develop salespeople, not to monitor or micromanage them.*
- Salespeople in our organization feel comfortable admitting when they need help adopting new AI tools, without fear of being seen as less capable.*
- Our sales culture prioritizes transparency with customers about when and how AI is used in our sales process.*
- Please indicate your level of agreement with each statement.
- Our compensation structure reinforces collaborative rather than purely individual performance.*
- New salespeople in our organization receive structured onboarding that prepares them for success. *
- Non-revenue behaviors, such as coaching, collaboration, and customer retention, are formally recognized in our organization.*
- Our organization ensures that compensation and incentives align with long-term employee development and career progression.*
- Please indicate your level of agreement with each statement.
- Sales leadership opportunities in my organization are equally accessible to all qualified individuals.*
- Different selling styles (relational, consultative, analytical, etc.) are respected and supported in our sales culture.*
- Our organization actively develops and promotes women into sales leadership roles.*
- Sales culture in our organization rewards relationship-driven and consultative approaches as much as competitive, results-first styles.*
- Performance evaluation standards in our organization are applied consistently regardless of gender.*
- Salespeople from diverse cultural backgrounds are equally supported and set up for success in our organization.*
- Please indicate your level of agreement with each statement.
- Our sales team follows a defined, repeatable process for moving deals from first contact to close.*
- Sales forecasts and pipeline discussions in our organization are transparent and accurate.*
- When deals are lost, leadership focuses on learning rather than blame.*
- Please indicate your level of agreement with each statement.
- Our organization’s primary approach to improving sales performance is investing in skills training and coaching for individual salespeople.*
- Sales success in our organization is primarily attributed to the talent and effort of individual salespeople rather than to team dynamics or organizational culture.*
- When our sales results fall short of expectations, leadership’s first response is to adjust tactics, tools, or incentives rather than examine team culture or dynamics. *
- Please indicate your level of agreement with each statement.
- High-performing salespeople in our organization tend to stay rather than leave for competitors. *
- Salespeople are confident that leadership will support them when deals are lost for the right reasons.*
- In our organization, the sales culture that leadership describes matches what salespeople actually experience day to day.*
- Morale within our sales team has been stable or improving over the past six months.*
- Over the past 12 months, our organization’s overall sales revenue has: *
  The scale for these questions is different from previous questions.
- Overall, how would you rate the health of your organization's sales culture?*
  
  1
  
  2
  
  3
  
  4
  
  5
  
  6
  
  7
  
  8
  
  9
  
  10
  
  1 is Very Poor, 10 is Excellent
- In your experience, what cultural factor most influences sales performance in your organization?*
- What are the greatest challenges you currently face in meeting your sales targets, and how do you think these could be addressed?*
- How do you identify?*
  
  WomanManNonbinary / gender diversePrefer not to sayPrefer to self-describe
- How do you identify ethnically or racially?*
  
  Black / African descentEast AsianHispanic / LatinoMiddle Eastern / North AfricanSouth AsianSoutheast AsianWhite / European descentMultiracial / Mixed heritagePrefer not to sayPrefer to self-describe
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