B2B Sales Assessment
B2B sales assessment for sales teams
Unlock Growth with 360° Sales Team & Organization Audit
Transdefy’s B2B sales assessment measures every salesperson and sales manager against OMG’s 21 Sales Core Competencies, so you can see each person’s strengths and gaps and what is holding the team back. You get a Sales Percentile for each person, a team analysis and a roadmap. Transdefy is OMG’s certified partner in the UAE.
- Measures
- 21 sales core competencies
- Who takes it
- Salespeople, sales managers and sales leaders
- Time
- About 60 minutes per person, online
- You get
- A Sales Percentile per person, a team analysis and a roadmap
- Benchmark
- More than two million sales professionals
- Partner
- OMG certified partner in the UAE
Who it is for
Who the assessment is for
Sales leaders and CEOs of B2B companies, and the HR and L&D teams who work with them, who need answers before they spend on training or hiring. We assess beyond the sales team and help you answer questions like these.
- 01
Are your roles aligned with the right talent?
- 02
How well do your sales managers recruit, coach, motivate and hold their teams accountable?
- 03
What would improve your pipeline and forecasting accuracy?
- 04
Do your sales processes support a high-performance team?
- 05
What standard should new sales hires meet?
- 06
How should you measure the success of your sales management initiatives?
- 07
Is your sales team aligned with your management team?
- 08
Which of your salespeople can sell consultatively?
- 09
Do your salespeople have the skills for changing market conditions?
- 10
What is slowing down the onboarding of new salespeople?
- 11
How much revenue are underperforming salespeople costing you?
Why it matters
Why assess before you train or hire
Behind every high-performing sales team is a system that doesn’t rely on luck. Our 360° Sales Organization Audit dives deep into your sales engine, examining structure, strategy, and skill. We uncover hidden bottlenecks, untapped strengths, and costly inefficiencies that silently erode performance.
Sales teams are not evenly skilled. In an analysis of OMG assessments of more than 2.5 million salespeople, OMG founder Dave Kurlan found that only 5% are elite and another 15% are strong. Training everyone the same way, or hiring on interviews alone, ignores that spread.
An assessment shows where each person stands on the competencies that drive sales results, so training, coaching and hiring go where they will make a difference. The result? Actionable insights that align your people, processes, and priorities to drive consistent wins and measurable revenue growth.
5%
of salespeople are elite, and another 15% are strong
72%
of OMG-recommended candidates rose to the top half of their team within 12 months
2M+
sales professionals in OMG’s benchmark, from 200+ industries in 52 countries
Outcome & Impact
12%
Increase in win rates
30%
Improvement in Sales Percentile scores
90%
Quota achievement improved
2x
Revenue growth
2x
Customer engagement
Trusted worldwide
Our Clients
How it works
How the assessment works
Four steps, from your sales structure to a roadmap your team can act on.
- 1
Discovery
We begin by understanding your sales structure, roles and current challenges, so the assessment fits your business.
- 2
Analysis
Every person completes the online OMG assessment. We study the data for strengths, development gaps and patterns across the team.
- 3
Recommendations
We share clear, role-specific recommendations to improve performance and close the competency gaps.
- 4
Roadmap execution
We co-create a structured enablement plan of training, coaching and tracking, so progress is measurable and lasting.
What is measured
The 21 sales core competencies
OMG measures sales-specific competencies, not general personality. They fall into three groups: the selling skills buyers see, the Sales DNA that supports or undermines those skills, and the Will to Sell underneath.
Tactical Selling
10 competencies: the skills buyers see
- Hunting
- Reaching Decision-makers
- Relationship Building
- Consultative Selling
- Selling Value
- Qualifying
- Presentation Approach
- Closing
- Sales Process
- Sales Technology
Sales DNA
6 competencies: what supports or undermines the skills
- Doesn’t Need Approval
- Stays in the Moment
- Supportive Beliefs
- Supportive Buy Cycle
- Comfortable Discussing Money
- Handles Rejection
Will to Sell
5 competencies: the drive underneath
- Desire for Success in Sales
- Commitment for Success in Sales
- Outlook
- Responsibility
- Motivation
Deliverables
What you get
A detailed audit of your sales organization’s end-to-end operations. We analyze sales processes, pipeline health, CRM utilization, team capabilities, and alignment with business goals. Our strategic assessment provides a data-backed roadmap to enhance efficiency, improve sales velocity, and achieve sustainable growth.
We offer a comprehensive examination of the sales-specific skills that drive individual sales performance and outcomes. Our approach introduces 21 Sales-specific Competencies, meticulously gauging an individual’s prowess in Tactical Selling, Sales DNA, and their unyielding Will to Sell.
A competency profile for every person
Scores on all 21 competencies against the target for the role, and a Sales Percentile that shows how each person compares with other salespeople.
A team analysis
OMG’s Sales Effectiveness and Improvement Analysis looks at your people, systems and strategies: how well managers coach and hold people accountable, where the skill gaps are, and what to improve first.
A review of how you sell
Our 360° Sales Organization Audit covers sales process, pipeline health, CRM use, team capability and alignment with business goals.
Recommendations and a roadmap
Role-specific recommendations, then a plan of training, coaching and tracking to close the gaps.
Benefits
How does it benefit your business?
Streamline Processes
Fix inefficiencies and build repeatable sales systems for scale.
Hire Smarter
Avoid costly mistakes, 75% of candidates not recommended by OMG underperform or quit.
Close More Deals
Identify skill gaps and boost the team.
Drive Consistent Growth
Align sales efforts to deliver predictable, repeatable revenue.
Benchmark with the Best
Tap into insights from 2.2M+ salespeople across 33,000 teams, 200 industries, and 52 countries.
Upgrade Sales Leadership
Equip managers to coach, lead, and hit higher performance targets.
The gold standard
What sets OMG Sales Assessment apart?
FOCUSED ON SALES
OMG's distinctiveness lies in its products tailored exclusively for the sales profession. We've identified 21 Sales-Specific Competencies that evaluate an individual's practical Selling Skills, Sales DNA, and Determination to Sell.
4X PREDICTIVE
Greater predictive power compared to behavioral or personality evaluations. Within a year, 91% of candidates endorsed by an OMG Assessment exhibit positive on-the-job performance. Conversely, 75% of candidates not recommended by OMG's assessment either leave or demonstrate subpar performance.
TAILOR-MATCHED ROLES
Embracing diversity, OMG's offerings cater to sales representatives, sales managers, and sales leaders. Our assessments can be customized for various roles including internal positions, territory-based and industry-specific sales, account and channel management, national and major accounts, proactive and nurturing roles, as well as tele-sales.
DEEP INSIGHTS INTO TEAM EFFECTIVENESS
Sales Effectiveness and Improvement Analysis (SEIA) stands alone as a comprehensive report delving into a sales organization's personnel, systems, and strategies. Sales leaders employ SEIA to address queries about managerial efficacy, skill gaps within their teams, and avenues for enhancement.
The partner behind it
Delivered by OMG’s certified partner in the UAE
Objective Management Group (OMG) has assessed sales teams since 1990, across more than 200 industries in 52 countries, and delivers its assessments through a network of certified partners.
OMG lists Transdefy FZCO as its certified partner for the UAE, the only GCC company on its partner list.
Facts
Here are some facts
- 91% of candidates endorsed by an OMG Assessment exhibit positive on-the-job performance.
- 75% of candidates not recommended by OMG's assessment either leave or demonstrate subpar performance.
- OMG has evaluated nearly 33,000 sales organizations from more than 200 industries, 52 countries
- Assessed more than 2,200,000 salespeople, sales managers and sales leaders
Benchmarks
Industry Benchmarks
- Win Rates Above 20%: High-performing organizations achieve consistent conversion rates
- Sales Cycle Reduction by 25%: Optimized workflows shorten deal closure timelines
- Pipeline Accuracy > 90%: Data-driven organizations outperform competitors with precise sales forecasting
Across the GCC
Assessments across the GCC
The assessment runs online, so sales teams anywhere in the UAE, Saudi Arabia, Qatar, Oman, Kuwait or Bahrain can take part. Transdefy, based in Dubai Silicon Oasis, runs the discovery, analysis and roadmap with your leadership team.
How it connects to our other services
- 01 AssessB2B Sales Assessment21 core competencies, benchmarked and predictive.
- 02 HireB2B Sales RecruitmentHire sellers with evidence, not gut feel.
- 03 TrainB2B Sales TrainingBuilt around your buyers, objections and live opportunities.
- 04 EmbedB2B Sales ConsultingDiagnose process, roles and leaks, then implement together.
Sales AI keeps score across all four: deal health and forecast.
FAQs
Questions buyers ask
What does a B2B sales assessment measure?
21 sales-specific competencies in three groups: Tactical Selling (such as Hunting, Qualifying and Closing), Sales DNA (such as Doesn’t Need Approval and Handles Rejection) and Will to Sell (Desire, Commitment, Outlook, Responsibility and Motivation).
How long does the assessment take?
OMG recommends allowing about 60 minutes to complete the online questionnaire. The team analysis and roadmap follow.
Is it a personality test?
No. It measures sales-specific competencies and gives each salesperson a Sales Percentile, a single number that shows how they compare with other salespeople, rather than describing general personality or behavioural style.
Which roles can be assessed?
Salespeople, sales managers and sales leaders. The assessment can be set up for the role, including inside sales, territory and account management, channel and major accounts, hunting and farming roles, and telesales.
Can we use it before hiring?
Yes. OMG’s candidate assessments recommend, or do not recommend, each candidate for the specific role. Transdefy uses sales-specific assessments in its B2B Sales Recruitment.
What is the difference between the 360° sales audit and the OMG assessment?
The OMG assessment measures the competencies of each person. The 360° Sales Organization Audit looks at the whole sales engine: process, pipeline health, CRM use, team capability and alignment with business goals. Together they show what to fix in the people and in the system.
What is the Sales Percentile?
OMG’s single number for how an individual salesperson compares with other salespeople, based on OMG’s data from more than two million sales professionals.
Who delivers OMG assessments in the UAE?
Transdefy FZCO is OMG’s certified partner in the UAE, and the only GCC company on OMG’s partner list.
Sources
- Objective Management Group: the 21 Sales Core Competencies
- Objective Management Group: Salesperson Evaluations and the Sales Percentile
- Objective Management Group: About OMG
- Objective Management Group: partner locations
- OMG research blog: how OMG’s 21 competencies align with any proven sales training methodology
- Dave Kurlan: Sales Grit, why only 20% of salespeople have it, 12 October 2025
Let’s talk
Have Questions ?
Contact us today to get your sales team built and on-track.