Hitting the right notes in sales

9th April 2025 |   Jessica Guihard

How can leading indicators, when integrated into the Sales Management System and aligned with leadership practices and organizational culture, enhance predictability, foster customercentricity, and drive sustainable sales transformation within a complex, matrixed organization like SAP?

Conducting the symphony in sales

In the vibrant world of sales, the role of a leader may be associated to that of a conductor of a symphony. Each team member contributes their unique instrument, and the metrics, strategies, and frameworks they operate within form the musical score. Success lies not only in hitting the right notes but also in fostering harmony, alignment, and a shared sense of purpose. This dissertation represents my journey as a conductor in this symphony of sales transformation, navigating the complexities of metrics, human behaviours, and organisational cultures, all while ensuring the music does not lose its soul.

This research seeks to transform sales from a transactional process into a relational, value-driven model.

Today, I am the Regional Leader for Sales Development Executives (SDE) at SAP, leading a team of over 120 professionals across the EMEA region. In this role, I have learned that driving transformation in a sales organisation is much like composing a symphony. The notes – our metrics – provide structure, but the true harmony emerges only when they are orchestrated with the human and cultural dynamics that bring the performance to life. This balance, or its absence, inspired the central focus of my dissertation: how leading indicators, when harmonised with organisational culture and leadership, can enhance predictability, spark innovation, and create a truly customer-centric sales force.

At SAP, I have witnessed the power and pitfalls of leading indicators as forward-looking metrics that predict performance. These metrics, such as pipeline health and customer engagement, offer a roadmap for success but require thoughtful implementation to avoid being perceived as tools of control. My leadership journey has been about striking this balance, ensuring that the data-driven principles of the organisation do not overshadow its human element.