Sales Performance Management Market Report 2025

This Sales Performance Management report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The sales performance management market size has grown rapidly in recent years. It will grow from $7.11 billion in 2024 to $8.07 billion in 2025 at a compound annual growth rate (CAGR) of 13.5%. The growth in the historic period can be attributed to adoption of customer relationship management (CRM) systems, emphasis on sales team productivity and efficiency, growth in sales force automation technologies, need for accurate sales performance measurement, increasing complexity in sales processes.

The sales performance management market size is expected to see rapid growth in the next few years. It will grow to $16.35 billion in 2029 at a compound annual growth rate (CAGR) of 19.3%. The growth in the forecast period can be attributed to emphasis on predictive analytics for sales forecasting, rise in remote and virtual sales teams, adoption of gamification for sales motivation, continued evolution of sales enablement tools, shift towards real-time performance feedback and coaching. Major trends in the forecast period include integration of artificial intelligence in sales performance management, integration of sales performance management with other business systems, focus on data-driven insights for sales strategy optimization, development of mobile-centric sales performance solutions, embrace of agile methodologies in sales operations.

The anticipated surge in automation is poised to drive the growth of the Sales Performance Management (SPM) market in the future. Automation encompasses a range of operational and analytical functions aimed at automating and integrating back-office sales activities. Major players in the SPM market are embracing automation processes to enhance operational efficiency and effectiveness. For instance, as reported by Eagle Technologies in May 2022, approximately 60% of all occupations have the potential to automate at least 30% of their tasks. This automation is projected to boost global productivity by 0. 8% to 1. 4% annually. The increased adoption of robots is expected to result in broader employment opportunities across various sectors, with automation contributing to a net growth of 12 million jobs by 2025. Thus, the growing trend of automation in business processes is set to propel the SPM market.

The growing investment in marketing and advertising efforts is anticipated to boost the sales performance management market in the future. Effective marketing and advertising strategies can enhance product awareness among consumers and stimulate purchases from those who are responsive, particularly in the short term. This can result in quicker sales volume increases, especially through short-term sales promotions, thereby driving the need for robust sales performance management solutions. These tools are crucial for optimizing sales processes, enhancing efficiency, and maximizing the effectiveness of marketing initiatives. For example, in April 2024, the Advertising Association/WARC Expenditure Report, a UK-based trade organization, noted that the UK’s advertising market experienced a 6.1% increase in investment in 2023, totaling £36.6 billion ($40.01 billion). Consequently, the rise in marketing and advertising expenditures is expected to fuel demand for the sales performance management market during the forecast period.

Major companies in the sales performance management (SPM) market are concentrating on developing innovative solutions, such as metrics-driven sales capability building systems, to enhance their market position. A metrics-driven sales capability building solution employs data-driven key performance indicators (KPIs) to improve the skills and performance of sales teams. It aligns sales activities with business objectives, ensuring measurable and sustainable growth. For instance, in May 2022, Richardson, a US-based sales training and performance improvement firm, launched the Accelerate Sales Performance System. This system enables revenue leaders to boost their teams' effectiveness by organizing performance data, allowing businesses to benchmark seller performance and identify essential skill gaps. It defines commercial excellence by connecting performance metrics to observable behaviors and quantifying the cost of skill deficiencies. Additionally, it promotes performance through personalized development experiences tailored to each seller's role-based objectives, utilizing Richardson’s best-in-class training methodology.

Major companies operating in the Sales Performance Management market are intensifying their focus on integrating advanced technologies such as Artificial Intelligence (AI) and Machine Learning (ML) into the sales process to gain a competitive edge. The infusion of AI and ML presents a substantial opportunity for companies to automate pre-sales and sales processes and enhance lead generation. For example, in September 2022, NielsenIQ BASES, a US-based new product and innovation development company, introduced BASES Creative Product AI, designed to test, screen, and optimize product formulations. This AI engine, equipped with 100 models and algorithms, predicts performance and identifies ways to optimize products, enabling clients to develop exciting new offerings for consumers.

In February 2024, Salesforce Inc., a US-based software company, acquired Spiff for an undisclosed amount. This acquisition enables Salesforce to assist Chief Revenue Officers (CROs) and financial leaders in managing intricate incentive compensation plans more effectively. As a result, this enhances sales strategies and leads to improved business outcomes. Spiff is a US-based provider of sales commission software.

Major companies operating in the sales performance management market include SAP SE, Oracle Corporation, Xactly Corporation, Anaplan Inc., Varicent Software Inc., Beqom UK Limited, Salesforce Inc., Iconixx Software Corporation, International Business Machines Corporation, Callidus Software Inc., Gryphon Networks Corp., Cellarstone India Pvt Ltd., Zoho Corporation Pvt. Ltd., Microsoft Corporation, Optymyze Pte Ltd., NICE Ltd., Compensation Management Software, Synygy India Private Limited, Zoltners and Prabhakant Sinha, Merced Systems Ltd., Opensymmetry Private Limited, Aviso Inc., Altify Limited, Accent Technologies Inc., Revegy Inc., SalesLoft Inc., SalesHood Inc., Ambition Services Pvt. Ltd., Level Eleven LLC.

North America was the largest region in the SPM market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the sales performance management market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the sales performance management market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

Sales performance management (SPM) involves a range of operational and analytical capabilities that automate and integrate back-office sales operations, aiming to enhance operational efficiency and effectiveness. Its purpose is to monitor sales performance and establish strategies to meet or surpass the company's revenue objectives.

SPM comprises two main categories such as solutions and services. Solutions in SPM entail a sales methodology where salespeople consider a prospect's needs comprehensively. Among the solutions employed in sales is incentive compensation management (ICM), which is utilized to devise, implement, and optimize a strategic plan for sales commissions and incentives. These solutions are deployed across various organization sizes, including large enterprises and small and medium-sized enterprises (SMEs), either on-premises or in the cloud. SPM finds application in diverse sectors such as BFSI, telecommunications, manufacturing, consumer goods and retail, healthcare and pharmaceuticals, energy and utilities, and other verticals.

The SPM market research report is one of a series of new reports that provides SPM market statistics, including SPM industry global market size, regional shares, competitors with an SPM market share, detailed SPM market segments, market trends, and opportunities, and any further data you may need to thrive in the SPM industry. This SPM market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The sales performance management market includes revenues earned by entities by providing services such as incentives compensation management, quota management and planning, territory management, advanced analytics, and gamification. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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