Company: The Brooks Group, Greensboro, NC
Company Description: Founded in 1977, The Brooks Group is an award-winning B2B sales training company focused on providing clients with practical, straightforward solutions to improve and maintain overall sales effectiveness. Our training systems provide street-smart, actionable strategies that help salespeople sell more effectively and sales managers coach and lead more successfully.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Best Use of Thought Leadership in Sales
 Nomination Title: The Brooks Group's Thought Leadership Program
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the thought leadership achievements since July 1, 2022 of the nominated organization, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated organization: its history and past performance (up to 200 words):
Total 183 words used.
The Brooks Group is a leading sales training and development company empowering sales teams to generate breakthrough results. Our straightforward approach is powered by data and backed by more than four decades of experience fueling sales success.
In 1977, Bill Brooks founded The Brooks Group to help sales professionals unlock their potential. Since then, The Brooks Group has delivered sales effectiveness solutions and ROI-driven techniques, research, and strategies to over 1.5 million sales professionals around the world. Notable clients include Airbus, Avita Medical, Bobcat, Hitachi Energy, Mack Trucks and Volvo Trucks, SANY Americas, Texas Instruments, and the United States Air Force.
Our flagship IMPACT Selling® program empowers sales teams with the confidence and skills to generate exceptional results. We propel organizations in all industries to accelerate revenue generation—with world-class sales assessments, skills training, reinforcement, coaching and leadership. What makes The Brooks Group unique is our straightforward sales process, proven ROI, expert facilitators, customized programs, objective research, and comprehensive assessments.
To learn more about our suite of ROI-driven sales training and development programs, industry-leading reinforcement tools, and best-in-class assessments, visit www.brooksgroup.com.
- Outline the organization's thought leadership achievements since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 234 words used.
The Brooks Group has established itself as a source of credible, research-backed insight through a comprehensive, multi-channel thought leadership strategy that delivers actionable insights to sales leaders. Our approach combines depth of research with practical application, creating a robust ecosystem of knowledge that empowers sales leaders to build and maintain high-performing teams.
At the heart of our thought leadership program lies our commitment to original research. In 2024, we published three research reports that address critical challenges facing modern sales organizations: Best Practices of High-Performing Sales Teams; The Value-Drive Seller: Essential Skills for Consultative Sales; and Managing a Multigenerational Sales Team: 10 Trends for Sales Leaders.
We've developed an integrated content strategy that maximizes the impact of our thought leadership:
• Twice-weekly blog posts exploring emerging trends and best practices in sales leadership
• Monthly webinars featuring industry experts and practical implementations
• Multiple guides and white papers providing detailed frameworks for sales performance improvement
• Strategic repurposing of research insights across platforms, including email, webinars, social media campaigns, executive keynotes, and targeted content series
Understanding that true thought leadership extends beyond content creation, we've established a Sales Leader Round Table program. These in-person events facilitate peer-to-peer learning and offer a collaborative environment where sales leaders can share challenges, solutions, and best practices. This community-driven approach has created a powerful network effect, amplifying our thought leadership impact while providing immediate, practical value to participants.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 39 words used.
- 2024 Year in Review LinkedIn Post summarizes our content leadership success: uploaded above
- The Brooks Group Webinar - Key Sales Performance Trends for 2024: recording uploaded above
- Three Research Reports: PDFs uploaded above
- Blog Posts citing research: uploaded above
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the team's past performance (up to 250 words):
Total 247 words used.
Our thought leadership program stands out for its comprehensive approach, combining deep research, practical application, and community engagement. By creating an ecosystem of knowledge sharing and practical implementation, we've established ourselves as a trusted partner in elevating sales leadership practices across the industry.
The success of our thought leadership strategy is evidenced by:
• Record-breaking engagement with our flagship research report
• Consistent growth in webinar attendance and participation
• High-value interactions through our Sales Leader Roundtable events
• Extensive content repurposing that maximizes the reach and impact of our insights
Our flagship research report, 2024 Sales Leader Trend Report: Best Practices of High-Performing Sales Teams, presented the analysis of a survey of over 250 B2B sales leaders across multiple industries at organizations with revenue greater than $50M. Our report presented high-impact trends in seller capabilities and strategic sales priorities for 2024.
This report generated triple the downloads of any previous publication. This performance validates both the relevance of our insights and our ability to connect with our target audience's needs.
• 1,100 report downloads
• 6 blog posts with 3,454 views
• 40+ social media posts
• Executive presentation at the Sales 3.0 Conference, 2 Sales Leader roundtables, and 3 webinars that reached over 900 people
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