Research Brief:
Account Manager

Setting:
A major international media company sought to incorporate an assessment of personality into the employment selection process of future account managers. Secondarily, the company hoped to identify the personality characteristics of top performing sales professionals in order to build effective coaching and development programs for incumbents. For these purposes, the company provided a sample of 199 incumbent account managers, for whom CPQ results were matched with performance and tenure data. The resulting sample provided the basis for the local validation of the account manager selection model.

Model:
Based upon the data provided by the company, a model was tested using quantitative sales performance criteria. Specifically, the model identified ideal ranges for each of the CPQ's "basic eight" scales and calculated an overall score based on the individual's results in comparison with the ideal. This score was reported as a low, moderate or high rating based on an overall assessment of compatibility to the account manager role.

Findings:
The model provided a statistically significant correlation (r=.333, p<.05) to performance based on 2003 gross earnings as provided by the company. Specifically, incumbents scoring in the higher ranges of the account manager model achieved average gross earnings of approximately $71,000, compared to an average of approximately $55,000 for the lower scoring incumbents. The account manager model indicated that higher scoring candidates, if hired, would be inclined to perform at a level that was 29% greater than that of lower scoring candidates.

Conclusion:
The substantial difference in performance demonstrated above clearly indicates that a high level of financial impact (ROI) could be anticipated upon implementing the CPQ for the selection of account managers. The account manager selection model yielded a highly predictive means of identifying individuals with the propensity to reach desired levels of performance based on the CPQ scales (measuring drive, motivation and selling style). This study provided strong evidence of criterion validity as well as financial impact (utility) to support the utilization of the account manager model for employment selection and sales coaching purposes.