Women count: Perceptions of forecasting in sales

J. Holton Wilson, Rebecca Dingus, Jeffrey Hoyle

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


This study identifies sales managers’ perceptions of sales forecasting. We surveyed close to 400 business-to-business sales managers, split about equally by gender, and concluded forecasting-related preferences, beliefs, and desires. Herein, we evaluate gender differences and identify some critical perceptions of women that differ from the perceptions of their male counterparts. We also compare attitudes, behaviors, and demographics of women and men. We conclude with organizational recommendations and implications for firms concerning hiring practices, forecasting tool selection, training and development, and the use of an employee resource group.

Original languageEnglish
Pages (from-to)637-646
Number of pages10
JournalBusiness Horizons
Issue number5
StatePublished - Sep 1 2020


  • Business-to-business sales
  • Forecasting
  • Sales managers
  • Women in sales


Dive into the research topics of 'Women count: Perceptions of forecasting in sales'. Together they form a unique fingerprint.

Cite this