This research thesis addresses issues of sales performance within a multinational corporation. The study identifies sales force effectiveness processes that are important for improved performance. Sales force effectiveness is a key challenge for organisations, but few studies have addressed the issues in relation to multinational organisations. As an applied professional doctorate, this study also contributes the design of a sales effectiveness benchmarking tool that can be used in countries to assess their sales effectiveness processes and identify actions for improvement. The research reported here was undertaken through a case study methodology encompassing two research phases. The first phase developed a model of sales force effectiveness and identified sales force effectiveness processes appropriate to a benchmarking tool. The second phase applied the knowledge created in phase 1 to develop and implement a benchmarking tool. The research design involved qualitative interviews with chief sales officers in phase 1 and participatory action research in phase 2. The applied outcome of the study is a benchmarking tool that was developed and implemented in 11 countries and contributes a new measure of sales force effectiveness. The study adds to the body of knowledge on the topic of benchmarking, business process management, and sales force effectiveness processes.