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Sales Leadership Effectiveness Feedback Survey

Captures how sales reps really experience their leadership team — coaching cadence, trust in strategy, pipeline support, and willingness to recommend the leadership approach to a peer — with an AI follow-up that digs into the specific behaviors behind each rep's score instead of settling for a number.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

11 questions · ~6 min
Q01
Message

Thanks for taking a few minutes to share honest feedback on your sales leadership team. This helps leadership understand what's actually working day-to-day — not just what looks good in a dashboard. About 5 minutes, and your individual responses stay confidential.

Q02
Multiple ChoiceRequired

In the last 30 days, how many one-on-one coaching sessions did you have with your direct sales manager?

  • None
  • 1 session
  • 2-3 sessions
  • 4 or more sessions
Q03
Opinion ScaleRequired

How likely are you to recommend this sales leadership team's approach to a friend at another company?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q04
MatrixRequired

How much do you agree with each statement about your sales leadership?

6 rows × 5 columns
  • Sets clear and realistic quota expectations
  • Gives timely, specific coaching (not just generic pep talks)
  • Removes obstacles blocking my deals from closing
  • Communicates company and sales strategy clearly
  • Recognizes wins and effort, not just closed revenue
  • +1 more
Columns: Strongly disagree · Disagree · Neutral · Agree · Strongly agree
Q05
Rating ScaleRequired

How would you rate the value of your team's pipeline review meetings?

Range: 1 – 5
Min:Not valuable at allMax:Extremely valuable
Q06
Best–Worst Trade-off (MaxDiff)Required

Which of these leadership actions would do the most, and the least, to improve your performance?

  • Set clearer individual quotas and expectations
  • Run more frequent one-on-one coaching
  • Give faster answers on deal exceptions and pricing
  • Share win/loss data transparently
  • Recognize top performers publicly
  • Invest in sales enablement or product training
  • Improve fairness of territory or account assignment
Pick best & worst per setBest:Would most improve my performanceWorst:Would least improve my performance
Q07
Multiple ChoiceRequired

In the last quarter, how often did leadership clearly communicate updated sales priorities or strategy changes?

  • Never
  • Rarely (once, and it wasn't clear)
  • Sometimes (a few updates, mixed clarity)
  • Consistently and clearly
Q08
AI Interview

Probe the reasoning behind the respondent's recommend score for their sales leadership. If the score was low or middling, ask for a specific recent example (a deal, a coaching moment, a decision) where leadership support fell short, and what they'd want to happen differently next time. If the score was high, ask what specific leadership behavior most drives that trust, so it can be identified and reinforced elsewhere. Also check whether their answer on coaching frequency matches their sense of how well-supported they feel, and probe any mismatch.

Q09
Multiple Choice

How long have you been in a sales role reporting to this leadership team?

  • Less than 6 months
  • 6-12 months
  • 1-3 years
  • More than 3 years
  • Prefer not to say
Q10
Multiple Choice

Which sales team or region are you part of? (Template note: replace with your actual team/region list before launching.)

  • (Replace with Team/Region A)
  • (Replace with Team/Region B)
  • (Replace with Team/Region C)
  • Prefer not to say
Q11
Message

That's everything — thank you for the candid feedback! Responses are aggregated into a report for sales leadership on where coaching, communication, and support are working and where they need to change.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Purpose-built for sales rep-to-leadership feedback, covering coaching cadence, pipeline review value, and clarity of sales strategy communication rather than generic leadership questions
  • Includes a dedicated recommend-to-a-friend opinion scale plus a matrix and max-diff to pinpoint which specific leadership behaviors matter most
  • Pairs the quantitative score with an AI follow-up interview that probes the reasoning behind each rep's recommend score, surfacing specific behaviors instead of a flat number
  • Adds context fields (tenure in role, team/region) so leadership can segment feedback by rep experience and territory, then auto-generates a report from the results

Jotform

Leadership Feedback Form Template

A general-purpose leadership feedback form builder rather than a sales-specific instrument — it's fielding-ready but requires manual customization to capture sales-team dynamics like pipeline support or quota communication. Good for quick deployment with Jotform's drag-and-drop form tools and integrations.

What it does well

  • Easy drag-and-drop customization typical of Jotform's form builder
  • Broad template library and integrations for distribution and data collection
  • Quick to deploy for general leadership feedback use cases

Where it falls short

  • Static question set with no adaptive follow-up to probe why a rep gave a particular rating
  • Not tailored to sales-specific constructs like coaching cadence or pipeline review value
  • No transparent AI methodology since there's no AI interview layer at all

SurveySparrow

360 Leadership Feedback Template

A 360-degree leadership feedback template aimed at broad organizational leadership assessment, not specifically sales team dynamics. It's a ready-to-use template with SurveySparrow's conversational form format, but lacks sales-context question framing.

What it does well

  • Conversational, chat-style survey format that can improve completion rates
  • Structured for multi-rater 360 feedback, useful for broader leadership review cycles
  • Ready-to-use template requiring minimal setup

Where it falls short

  • No adaptive AI follow-up to dig into the specific behaviors behind a low or high score
  • Not designed around sales-specific metrics like pipeline support or quota clarity
  • No published methodology on how responses are scored or weighted

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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