Can Your Sales Team Actually Achieve Their Stretch Goals?

Posted by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer on Wed, Jul 13, 2016


Sales leaders have a deep-seated belief in using stretch goals to challenge a sales force. Stretch goals are correctly credited with guiding effort, promoting innovative thinking, energizing salespeople, and boosting persistence. Many successful companies have lived the virtuous cycle: Sales leaders set a stretch goal, the sales force surpasses it, and sales force morale and confidence gets a boost. But we’ve also seen, with increasing frequency in the last decade, companies set stretch goals that are impossible to achieve. What masquerades as a stretch goal is really wishful thinking or misguided sales goal padding.


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