Learn effective techniques for evaluating and improving your sales strategy in this comprehensive article. Discover how to set criteria, involve stakeholders, analyze results, communicate findings, and regularly review and update your strategy. Optimize your sales performance and achieve maximum revenue generation.


Are you looking to evaluate and improve your sales strategy? Effective sales strategy evaluation is essential for maximizing revenue, identifying areas for improvement, and staying ahead of the competition. In this blog post, we will explore proven techniques for evaluating sales strategies and provide insights and guidance for effective evaluation and adjustment.

Setting Criteria and Rating Scale

To evaluate the effectiveness of your sales strategy, it’s important to define relevant criteria aligned with your business goals and objectives. These criteria can include factors such as revenue growth, customer acquisition rate, customer retention rate, conversion rate, average deal size, and sales cycle length. By setting clear criteria, you can objectively assess the performance of your sales strategy.

Using a rating scale can help you compare and rank different alternatives based on their alignment with each criterion. The rating scale can be numerical (e.g., on a scale of 1 to 10) or qualitative (e.g., low, medium, high). Assigning scores to each alternative based on how well they meet each criterion provides a comprehensive evaluation of your sales strategy.

Involving Stakeholders

Evaluating your sales strategy shouldn’t be done in isolation. Engaging stakeholders such as team members, customers, suppliers, partners, and investors can provide valuable insights and perspectives. Seek feedback from these stakeholders to gain a holistic view of your sales strategy’s effectiveness.

Stakeholder engagement can be done through surveys, interviews, focus groups, or formal reviews. By involving stakeholders, you’ll gain a deeper understanding of how your sales strategy is perceived and identify areas for improvement.

Analyzing the Results

Once you have gathered the necessary data and feedback, it’s time to analyze the results. Calculate the total scores for each sales strategy alternative based on the assigned ratings and criteria. This will provide a quantitative measure of their performance.

Utilize visual aids such as charts or graphs to present the evaluation matrix results. Visual representation can make it easier to identify patterns, strengths, weaknesses, trade-offs, and risks associated with each sales strategy alternative. This analysis will provide insights into which strategies are performing well and which ones require adjustment.

Communicating the Findings

Communication is key when it comes to evaluating and adjusting your sales strategy. Share the evaluation findings with stakeholders, presenting the main points, rationale, and the benefits and challenges associated with each sales strategy alternative. Use stories, examples, or testimonials to make the message compelling and easy to grasp.

Effective communication ensures alignment among stakeholders and creates buy-in for any necessary changes to the sales strategy. It also fosters transparency and trust within the organization.

Regular Review and Update

Sales strategies are not set in stone. It’s important to regularly review and update your sales strategy evaluation matrix to ensure its relevance and effectiveness. Monitor performance indicators, track changes in the market environment, and seek feedback from stakeholders on an ongoing basis.

By treating your sales strategy evaluation matrix as a dynamic tool, you can leverage it to drive continuous learning and improvement. Regular updates will help you stay agile and responsive to changing market dynamics and customer needs.


Evaluating and adjusting your sales strategy is vital for achieving sales success. By defining relevant criteria, utilizing a rating scale, involving stakeholders, analyzing the results, communicating the findings, and regularly reviewing and updating your sales strategy evaluation matrix, you can ensure the continuous improvement of your sales performance.

Remember, effective sales strategy evaluation requires a data-driven approach and a willingness to embrace change. By following these techniques, you can optimize your sales strategy for maximum revenue generation and sustainable growth.


[^1]: “What are some best practices or tips for using the strategy evaluation matrix effectively and efficiently?” (n.d.). Retrieved from https://www.linkedin.com/advice/3/what-some-best-practices-tips-using-strategy

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