Your sales team is conducting qualitative research all the time. Talking to them is perhaps the lowest cost qualitative research project you could possibly do. It’s also your best chance to achieve a strong sales strategy in sync with the goals of your organization.

Unfortunately, many companies undervalue their sales professionals. This results in scores of missed opportunities and the alienation of the sales team.

The two mistakes companies often make in this regard are:

1. Companies’ market research teams typically don't have a great perception of their own sales team.
2. Sales teams aren’t often invited to participate as major stakeholders in market research studies.

Having worked with many Fortune 1000 clients, I’ve seen this happen a lot. I know who companies’ market research leaders invite to the table. Usually representatives from marketing and product development are invited right away. If the project is important enough, a vice president or C-level executive gets an invite too. Sales Leadership is skipped over far too often. That is a huge mistake.

Listen to this episode to understand exactly how you can take your findings decks and readouts to the next level.

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