The Challenge
ABB Robotics had invested significant resources in developing its sales teams through training, support, and new tools. However, successful implementation depended on more than preparing individual sales representatives.
Sales managers, country managers, and sales directors played a critical role in translating global priorities into consistent local execution. ABB Robotics needed greater clarity around what each management level was expected to do, how those activities should be carried out, and which capabilities were required to perform them effectively.
The Solution
SalesGoal Advisory supported ABB Robotics in designing and implementing a structured Sales Management System.
The work focused on three areas:
- Clarifying the roles, responsibilities, activities, and expected behaviors of sales managers, country managers, and sales directors.
- Developing practical tools and processes to support consistent sales management across the organization.
- Ensuring managers had the relevant skills and capabilities to lead their teams and execute strategic priorities.
Together, these elements created a shared approach to sales management across countries and organizational levels.
The Results
The Sales Management System helped ABB Robotics strengthen management by objectives and improve alignment throughout its global sales organization.
It enabled the organization to:
- Improve sales forecasting and performance visibility.
- Identify earlier when performance was moving off track—and understand why.
- Share experience and best practices more effectively across markets.
- Connect sales activities and capability development with strategic goals.
- Respond more consistently to new priorities, decisions, and market developments.
The result was a more proactive and self-evaluating organization, giving leadership greater visibility and control while helping teams adapt and execute more effectively.
