The Science
Evidence, not opinion
Every element of 3D Sales Agility is grounded in rigorous research. Not anecdote, not best practice borrowed from a single company, but evidence drawn from thousands of sales professionals across industries and continents.
A 3D approach to research
Three lenses, one methodology
We don't rely on a single research method. Our methodology is built from the convergence of three distinct approaches.
Behvioural
Observing and correlating actual sales behaviours against performance outcomes. What high performers do differently — not what they say they do.
Qualitative
Deep analysis across strategy, heuristics, behavioural economics, psychology and decision science. Understanding the why behind the what.
Field
Over two decades with leading global sales teams, consulting on processes, training, and coaching on hundreds of accounts and deal pursuits.
Key Findings
What the research reveals
Organised around the Assess → Choose → Execute framework.
Click "View study details" to see the evidence.
High performers adapt. Average performers don't.
Our most consistent finding: top salespeople evaluate the situation, then consciously choose the best approach. Average and low performers use the same approach regardless.
Asking sellers what they "do" is very different and much more meaningful than asking them what they "are."
Buying stage is the single universal factor in every deal
Across all companies, buying stage was the only factor present in every opportunity. It forms the foundation for all buying situations and the key to strategy selection. Asking sellers what they "do" is very different and much more meaningful than asking them what they "are."
Consultative tactics were deployed 6x more in early-stage deals. They are foundational to strategy deployment.
The 3D Advantage — Execute
Why one dimension isn't enough
In sales, as in elite sports, beating the competition requires you to do many things slightly better, rather than just focusing on one. Yet many sales training companies, in their search for the 'magic bullet', offer one-dimensional approaches that seem compelling but fail to deliver. Our research identified three dimensions that, taken together, most accurately define remarkable selling.
Activity coaching is the only type that significantly drives quota attainment
Capability coaching had an almost negligible impact (2%). Activity coaching was the only type positively and significantly correlated with results. Which activities? It depends.
High-performing managers coach fewer hours, less frequently, for longer durations, and cover fewer topics in more depth.
Front-line execution determines success — and it starts with metrics alignment
The highest-performing managers use a Results, Objectives, Activities framework to align organisational goals to daily execution. Published in Cracking the Sales Management Code.
Published Research
The methodology behind Imparta is documented in three published books, including a foreword by Neil Rackham, author of SPIN Selling.
Explore the books