Building Sales Capability in SMEs: A Study of a Scalable Training Program to Drive Sales Growth

Last registered on January 06, 2025

Pre-Trial

Trial Information

General Information

Title
Building Sales Capability in SMEs: A Study of a Scalable Training Program to Drive Sales Growth
RCT ID
AEARCTR-0015086
Initial registration date
January 03, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
January 06, 2025, 12:34 PM EST

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Region

Primary Investigator

Affiliation
Texas A&M University

Other Primary Investigator(s)

PI Affiliation
Texas A&M University
PI Affiliation
INSEAD
PI Affiliation
IFC
PI Affiliation
World Bank

Additional Trial Information

Status
On going
Start date
2024-09-25
End date
2025-02-05
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
Entrepreneurial success relies on achieving early-stage sales success, which is essential for generating revenue, validating business models, and building initial product-market fit. Without reaching (and then surpassing) the break-even sales level, new ventures can quickly run out of runway as customers and cash flow disappear. Despite the critical role played by the 'selling' function, effective methods for accelerating sales growth in new ventures remain underexplored and lack empirical evidence
This study evaluates a two-phase program through a randomized controlled field experiment. The first phase, Market Readiness, helps entrepreneurs develop and validate a minimum viable product (MVP) using structured decision-making tools. The second phase, Sales Growth, leverages a digital platform with gamified exercises, interactive modules, and personalized coaching to optimize sales processes.
The findings aim to bridge gaps in evidence-based entrepreneurial research, offering scalable solutions for driving sales growth and fostering business success.
External Link(s)

Registration Citation

Citation
Anderson, Stephen J. et al. 2025. "Building Sales Capability in SMEs: A Study of a Scalable Training Program to Drive Sales Growth." AEA RCT Registry. January 06. https://doi.org/10.1257/rct.15086-1.0
Experimental Details

Interventions

Intervention(s)
Intervention (Hidden)
Entrepreneurial success relies on achieving early-stage sales success, which is essential for generating revenue, validating business models, and building initial product-market fit. Without reaching (and then surpassing) the break-even sales level, new ventures can quickly run out of runway as customers and cash flow disappear. Despite the critical role played by the 'selling' function, effective methods for accelerating sales growth in new ventures remain underexplored and lack empirical evidence. To address this gap, we are implementing a randomized controlled field experiment to test a structured two-phase program comprising two complementary interventions:

Phase I: Market Readiness
Entrepreneurs focus on developing a minimum viable product (MVP) as a foundation for market entry. Through group workshops and one-on-one coaching sessions, they learn structured decision-making tools, including hypothesis testing, A/B testing, and the Business Model Canvas. By the end of this phase, participants converge on an MVP ready for marketplace testing.

Phase II: Sales Growth
Entrepreneurs with market-ready products receive targeted support to accelerate sales. This program, delivered through a digital platform and mobile app, integrates gamified exercises and persistent guidance to improve sales processes. Participants are equipped to design and implement a robust sales funnel, optimize sales strategies, and achieve measurable sales milestones through interactive modules and personalized coaching.
Study Design
The study’s first cohort includes 222 entrepreneurs who completed a baseline survey measuring pre-intervention performance (e.g., firm sales, profits) alongside business practices and background characteristics. Additional cohorts may be recruited in the future, conditional on funding. These entrepreneurs were randomly assigned to one of three experimental groups:

Treatment Group 1 (n = 74): Receives only the Market Readiness intervention over a three-month period.
Treatment Group 2 (n = 73): Receives both the Market Readiness (three months) and Sales Growth interventions (six subsequent months).
Control Group (n = 75): Does not receive any intervention during the study period.
Post-Intervention Evaluation
Entrepreneurs will be assessed at 9 months (midline) and 15 months (endline) post-intervention. Outcomes include firm performance, business practices, and novel measures related to MVP success, customer engagement, and salesforce structure.

Conclusion
This project aims to advance entrepreneurial research by addressing gaps in sales growth strategies while promoting sustainable and measurable sales success.
Intervention Start Date
2024-09-25
Intervention End Date
2024-12-15

Primary Outcomes

Primary Outcomes (end points)
In the short-term, we are interested in evaluating the impact of the program on entrepreneur and firm level outcomes
In the longer-term, key outcomes are business survival, profitability, sales, and employment
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
The study’s first cohort includes 222 entrepreneurs who completed a baseline survey measuring pre-intervention performance (e.g., firm sales, profits) alongside business practices and background characteristics. These entrepreneurs were randomly assigned to one of three experimental groups:

Treatment Group 1 (n = 74): Receives only the Market Readiness intervention over a three-month period.
Treatment Group 2 (n = 73): Receives both the Market Readiness (three months) and Sales Growth interventions (six subsequent months).
Control Group (n = 75): Does not receive any intervention during the study period.
Experimental Design Details
Randomization Method
Randomization done in office by computer, stratified by enrollment batch
Randomization Unit
Firm
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
The number of clusters is the same as the number of units. It is 222 firms.
Sample size: planned number of observations
222 firms (subject to change conditional on funding)
Sample size (or number of clusters) by treatment arms
74 firms in Treatment Group 1, 73 firms inTreatment Group 2, 75 firms in Control Group
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
INSEAD INSTITUTIONAL REVIEW BOARD
IRB Approval Date
2024-04-22
IRB Approval Number
2024-24

Post-Trial

Post Trial Information

Study Withdrawal

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Intervention

Is the intervention completed?
No
Data Collection Complete
Data Publication

Data Publication

Is public data available?
No

Program Files

Program Files
Reports, Papers & Other Materials

Relevant Paper(s)

Reports & Other Materials