What is CULTURE?

Culture is essential to driving change. But the word ‘culture’ itself is a little unclear for many, particularly from a business to business perspective.
Here is a formal definition: “The set of shared attitudes, values, goals, and behaviors that characterizes an institution or organization.”

Bruce Temkin, founder of the Customer Experience Professional Association described it this way: “Culture is how people THINK, BELIEVE and ACT. It frames what people do when no one is looking!” In essence it is BEHAVIORS that make the difference. And when you really focus as a leadership team to DESIGN and IMPLEMENT the behaviors you want, the impact can be HUGE.

For most companies, culture evolved over time, either as a reflection of the founders or due to deliberate or gradual changes along the way. Culture and Engagement are indeed hot topics in today’s leadership circles.



What Research is Saying

In a 2016 global study of 7,096 executives, Deloitte found that:

  • Culture ranked third as one of the top issues organizations face.
  • 86% of executives believe that a strong culture is important to business success.
  • 82% believe that culture provides a potential competitive advantage.
  • Yet, only 19% of executives believe they are driving the “right culture!”

Culture’s power and impact can be significant. In a Forbes magazine article entitled ‘Does Corporate Culture Drive Performance,’ the author highlights the 11-year study by John Kotter and James Heskett, which compared how 12 firms with great cultures performed vs. 20 companies with not so great cultures. The stock price for the strong culture companies increased by 901% compared to 74%; revenues increased by 682% and net incomes by 756%, versus 166% and 1%, respectively.

While the premise behind a strong CULTURE is understood by many, most companies are recognizing that culture does not just ‘happen’ but that it needs to be designed, cultivated, measured and managed, just as other elements of the enterprise are. The research continues to affirm culture’s link to performance.

Why a High-Performance Sales Culture?

Here are reasons you should focus on developing a High-Performance Sales Culture with your sales teams:

  • A strong sales culture unites
  • Sales Culture sets expectations
  • Culture enables commitment, empathy and customer loyalty
  • A High-Performance Sales Culture differentiates – it is the ULTIMATE COMPETITIVE ADVANTAGE.
  • Culture is the foundation for accountability and ownershipand therefore, it is where SALES LEADERS must place significant attention
  • Culture drives a WINNING Mindset
  • A Sales Culture focuses on PEOPLE, ACTIONS and BEHAVIORS that drive RESULTS
  • And finally, a High-Performance Sales Culture is the hardest thing for competitors to copy

To learn more about Sales Culture and the simple steps you can take to begin a High-Performing Sales Culture journey, call Carlos Quintero at 770-552-6612, or email