Abstract
Purpose – Sales performance has long been a central concern in marketing and entrepreneurship research, with scholars examining a wide range of behavioural, relational and organisational antecedents. The purpose of this study is to systematically map and synthesise existing research on the antecedents of sales performance, and to identify key themes, trends, and research gaps within the field.
Design/methodology/approach: The bibliometric analysis process consists of three phases: assembling, organizing, and evaluating, based on the most reliable and authentic sources. This research was conducted using a scientific search technique on the Scopus database spanning the years 2015 to 2025 using VOS Viewer.
Findings: Sales performance continues to be an evolving area of study with the majority of the antecedent themes remaining unresolved and changing with the market environment. The results of the study revealed several important factors affecting sales performance.
Practical implications – The findings provide an empirical basis for the design of sales training, motivation and performance management systems and aid in improving resource allocation decision-making, as well as increase the likelihood of ethical and socially responsible selling practices.
Originality/value: This study systematically synthesises many of these antecedents with the intent of consolidating all of the dispersed knowledge from this body of work, clarifying the key dominant and emerging themes, and providing a coherent base from which to understand how sales performance research has evolved. By integrating these ideas into one model, the authors provide a ‘readily accessible’ platform for developing new theory and for identifying substantive future research directions.
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