Case Study: Internet Advertising Service Firm achieves higher sales revenue with Criteria Corp's SalesAP (Sales Achievement Predictor)

Advertising Firm Predicts Success for Inside Sales with the SalesAP

An internet-based advertising firm with a 75-person inside sales force wanted to improve its hiring success rate and identify which psychological traits best predict success in the inside sales role.

The company administered Criteria’s Sales Achievement Predictor (SalesAP) to 58 salespeople and correlated scores with sales volume. Overall SalesAP recommendations showed a modest correlation with sales (.18), while two SalesAP traits were stronger predictors: Sales Disposition (SAL) correlated .28 (39 high SAL scorers averaged $15,689 more in sales, 22% higher) and Initiative for Cold Calling (CC) correlated .21 (21 high CC scorers averaged $9,849 more, 13% higher). Using SalesAP helped the firm pinpoint traits tied to higher sales revenue.