Best Practice Report

Introducing The Sales Manager Change Activation Process

January 25th, 2023
Jennifer Bullock, null
Jennifer Bullock
With contributor:
Justin Ferguson


Whether a change is as simple as a process adjustment or a transformational initiative like a new sales methodology, every sales organization requires the commitment of first-line sales managers (FLSMs) to advocate for the change. The more FLSMs are involved in the why, what, and how of change, the more they will own and help shape the behaviors of the organization. This report introduces the Forrester sales manager change activation process and shows how to drive peak performance throughout the sales hierarchy during times of change.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.