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Interest in sales force effectiveness (SFE) from the CEO office is on the rise. Why? Because the top sales jobs in the United States turn over on average every 18 months. The primary cause of this short tenure is the inability of the sales leader to deliver on revenue results. Yet, improving sales force performance can be internally disruptive and externally visible to customers. As a result, changing sales leadership makes many in the company, especially the CEO, uncomfortable. CEOs are caught between this uneasiness and the impatience for better sales performance. This report is an attempt to help the CEO escape this unproductive bind - to get more out of the sales force without replacing the sales leader every 18 months.