An inventory of sales force effectiveness issues based on the input of several hundred sales leaders reveals that B2B companies face a wide array of complex sales force challenges and opportunities. Addressing these issues effectively requires broad solutions and approaches. A thinking framework for sales force effectiveness organizes the complexities that B2B sales forces face. This framework provides sales leaders with a holistic approach for assessing sales force effectiveness, diagnosing sales force issues, and developing multi-dimensional, high impact solutions. Sales researchers can use the framework to discover ways to expand their research focus to benefit practitioners.