APPENDIX C
RESEARCH METHODOLOGY
Purpose
The goal of updating the original ATD World-Class Sales Competency Model (WCSCM) was not just to revise the original 13 sales areas of expertise (AOEs) and foundational competencies but to do so in a way that ensured that the new WCSCM would:
• Reflect the trends that are shaping the sales profession.
• Encompass current and emerging sales practices to create a model that is relevant both today and in the next few years.
• Be relevant across various job titles in the sales organization and sales enablement functions.
• Include the perspectives of sales professionals as well as employers.
• Be actionable, easy to navigate, and accurate, so as to be used for a variety of sales talent management efforts, such ...
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