Creating a High-Performance Sales Team and Results


The client

A large telecommunications company, offering customized network solutions for small to enterprise businesses


  • An increasingly challenging business environment with the convergence of telecommunications and technology, resulting in an expanding competitive set
  • Leadership’s goal was to accelerate profitable sales growth and market share gains by creating a high-performance sales organization, recognized as such by its customers and employees

HORN Solutions

  • Secured strong executive sponsorship and initiated regular senior sales leadership communication for broad team buy-in and commitment
  • Defined specific expectations of “great” selling and managing by creating behaviour-based Competency Profiles for all sales and leader roles
  • Assessed 250+ sales team members against Competency Profile behaviours to inform a strategic learning plan, individual development plans and pre-training benchmark
  • Designed and implemented a comprehensive, multi-year learning plan for sales people and leaders with a multitude of on-the-job support mechanisms
  • Conducted targeted 1:1 executive coaching for sales leaders, informed by tailored leadership assessment, and aligned with training
  • Designed and implemented a robust measurement strategy to assess training outcomes, including knowledge testing and 360° behaviour assessment

The Impact

Knowledge gains from 27% to 38% pre- versus post-training

Improved proficiency in demonstration of trained selling behaviours by 14% of sales team members

Contributed to 38% increase in contract wins in one year, post-training

Sales leaders more committed to and capable of high-quality coaching