Objective Management Group
Objective Management Group (OMG) provides predictive sales candidate assessments, individual evaluations, and team diagnostics built on its proprietary 21 Core Sales Competencies framework. The company serves 38,000+ B2B clients across 52 countries exclusively through a network of 80+ certified channel partners.
- Company typePrivate
- Founded1990
- HeadquartersWestborough, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Objective Management Group does
Objective Management Group (OMG) is a privately held US-based sales assessment and evaluation company founded in 1990 and headquartered in Westborough, Massachusetts. The company develops and licenses predictive tools that allow B2B organizations to evaluate, hire, and develop salespeople and sales leaders. Its core intellectual property is the proprietary 21 Core Sales Competencies framework, which segments sales performance into three diagnostic dimensions — Will to Sell (mindset and motivation), Sales DNA (internal beliefs and behavioral tendencies), and Tactical Selling (execution skills). The product portfolio comprises Sales Candidate Assessments (pre-hire evaluation with recommended/not recommended output), Salesperson Evaluations (individual competency measurement with role-specific configurations for hunting, farming, account management, and telesales), the Sales Effectiveness and Improvement Analysis (SEIA) for organizational-level diagnostics covering people, systems, and strategies, and the Sales Percentile benchmarking feature built on data from more than two million prior evaluations.
OMG delivers its entire portfolio exclusively through a global channel-partner model. Revenue is generated from partner-delivered assessment services priced on a quote-based subscription cadence, partner certification and licensing-style fees for access to the methodology and tools, and ancillary professional-services revenue from SEIA engagements. The certified partner network comprises 80+ firms — ranging from Diamond-certified organizations such as Kurlan & Associates, Lushin & Associates, Prima Ressource, and The Sales Collective, through Platinum, Gold, and Silver tiers, to minor partnerships — operating across North America, Europe, LATAM, Africa, the Middle East, and Asia Pacific. End-client reach is reported at 38,000+ companies across 200+ industries in 52 countries, with 80,000+ salespeople, managers, and leaders assessed annually.
Marketing is anchored on thought leadership through a research blog, on-demand webinars, podcast appearances, partner-led demand generation, and the Skilled Seller newsletter. The internal organization is lean (11-50 employees) and the company appears to be founder/independently owned, with no public revenue, funding, or M&A activity disclosed in available sources. AI/ML capability is not explicitly described in source materials; the company's analytics positioning rests on 35+ years of accumulated sales-specific evaluation data rather than any named machine-learning model.
Objective Management Group firmographics
Firmographics- Name
- Objective Management Group
- Legal name
- Objective Management Group
- Website
- https://objectivemanagement.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Objective Management Group (OMG) provides predictive sales candidate assessments, individual evaluations, and team diagnostics built on its proprietary 21 Core Sales Competencies framework. The company serves 38,000+ B2B clients across 52 countries exclusively through a network of 80+ certified channel partners.
- Ownership category
- akta.pro rank
Objective Management Group industry classification
Industry- Product category
- Sales Assessment Software
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Leadership Potential, High-Potential & Succession Assessments (BPACAMAH)
- akta.pro secondary industries
- Customer Success Operations & Health Scoring (Renewals/QBRs) (EDABABAM), Competitive Intelligence & Benchmarking (BPAHALAB)
Keywords
Where Objective Management Group is headquartered
LocationHeadquarters
- HQ city
- Westborough
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Objective Management Group business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Sales Assessment Services: OMG generates revenue through sales assessments delivered exclusively via certified channel partners. Organizations pay for Sales Candidate Assessments, Salesperson Evaluations, and Sales Team Analyses. Pricing is quote-based and delivered through the partner network.
- Certification and Partnership Fees: Revenue generated from certifying partners who deliver OMG assessments. Partners pay for certification and access to OMG's assessment tools, methodology, and ongoing support.
- Sales Effectiveness and Improvement Analysis (SEIA): Organizational-level diagnostic reports provided through certified partners, analyzing people, systems, and strategies of sales organizations for hiring criteria, management effectiveness, and improvement opportunities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise sales organization assessments |
| Subscription | Annual | Sales candidate assessments |
| Subscription | Annual | Sales Effectiveness and Improvement Analysis (SEIA) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Objective Management Group product offering
Product offeringCore offering
Objective Management Group provides sales-specific predictive assessments and evaluations built on its proprietary 21 Core Sales Competencies framework measuring Will to Sell, Sales DNA, and Tactical Selling. Its product portfolio includes Sales Candidate Assessments for pre-hire screening, Salesperson Evaluations for individual development, Sales Team Evaluations for team-level benchmarking, and the Sales Effectiveness and Improvement Analysis (SEIA) for organizational diagnostics. All offerings are delivered exclusively through a global network of Certified Partners across 52 countries.
Product overview
Objective Management Group (OMG) offers a unified suite of sales-specific assessment and evaluation products delivered exclusively through a global network of Certified Partners. The core portfolio consists of the Sales Candidate Assessment (for pre-hire evaluation), Salesperson Evaluations (for individual development), and the Sales Effectiveness and Improvement Analysis (SEIA) for organizational-level diagnostics. All offerings are grounded in OMG's proprietary 21 Core Sales Competencies framework, which evaluates salespeople across three dimensions: Tactical Selling Competencies (execution skills), Sales DNA (belief systems and behavioral tendencies), and Will to Sell (motivation and commitment). Products are role-configurable for sales reps, sales management, and sales leadership, with specializations for hunting, farming, account management, and telesales functions. The Sales Percentile feature provides benchmarking by comparing individuals against OMG's database of over two million evaluated salespeople.
Differentiator
Problem solved
Functional benefit
Products and services
- Sales Candidate Assessment A predictive pre-hire assessment that evaluates sales candidates on 21 sales-specific competencies organized into Will to Sell, Sales DNA, and Tactical Selling categories, providing hiring recommendations based on role-specific criteria. Used by sales leaders to predict which candidates will succeed in selling roles.
- Salesperson Evaluations Individual sales-specific competency evaluations measuring Tactical Selling, Sales DNA, and Will to Sell for sales representatives, managers, and leadership roles, with configurable assessments for various sales functions including hunting, farming, and account management.
- Sales Team Evaluations Comprehensive team-level diagnostics that benchmark sales people and sales leaders on 21 Sales and Sales Management competencies, enabling benchmarking against OMG's database and comparison against companies of similar size, geography, and industry.
- Sales Effectiveness and Improvement Analysis (SEIA) An organizational-level diagnostic report that provides an in-depth look at the people, systems, and strategies of a sales organization, examining hiring criteria, management effectiveness, team alignment, consultative selling capability, and new hire ramp-up factors.
Quantifiable outcome
- 38,000+ companies trust OMG to build stronger sales teams
- +6 more outcomes
Companies that use Objective Management Group
Customer profileNamed customers3 records
Segments6 records
Ideal customer profiles3 records
Objective Management Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Objective Management Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered diamond certified, gold certified, minor, platinum certified and silver certified.
- The Sales Collectivediamond certifiedDiamond certified partner providing end-to-end sales transformation through data-driven assessments, tailored training, process optimization, and precision hiring. Helps B2B companies build high-performing sales teams through science-backed solutions that drive consistent revenue growth.
- Kurlan & Associatesdiamond certifiedFull-service sales consulting firm covering 200 industries with expertise in sales process, sales leadership training, blended learning, and sales candidate assessments.
- Lushin & Associates, Inc.diamond certifiedHelps business owners and sales leaders achieve their fullest potential, working with natural leaders, risk takers, and effective managers seeking skill development.
- Prima Ressource Inc.diamond certifiedSpecializes in elevating B2B sales teams through consultative training, strategic enablement, and data-driven coaching across North America and beyond.
- Baker Communicationsgold certifiedHas helped sales teams and leaders since 1979 with data-driven assessments, customized training, coaching, and leadership development. Helps companies hire smarter, coach better, and build stronger sales teams through OMG-powered evaluations.
- Emerse Sales / Emerse Group Limitedgold certifiedHelps B2B companies scale profitably across U.S., Canada, and Europe by identifying sales challenges, building tailored playbooks, upskilling teams, and hiring top talent in complex sales environments.
- Neal Glatt Sales & StrategyminorAssisted facilities services and commercial services clients in achieving transformational results including $1M+ new division sales and record revenue growth through OMG assessments.
- Anthony Cole Training Groupplatinum certifiedFor 31 years helping community banks and financial service organizations close sales opportunity gaps through better hiring, coaching, and training.
- SalesStar (Multiple Regions)silver certifiedStrategic sales partner helping Entrepreneurs, CEOs, and Sales Leaders transform sales organizations through world-class systems and strategic coaching. Active in Ohio, NC, Mexico, Scandinavia, UK, and Wisconsin.
- Inflexion-Point Strategy PartnersminorLong-established European-based sales effectiveness consultancy with outcome-centric approach, global client footprint, and specific focus on complex B2B sales environments.
- Sales GuruminorAfrica's largest sales training, sales management training and sales coaching company with real-world training and implementation approach.
- ValueSelling Associates, Inc.minorHelps clients achieve measurable results through ValueSelling Framework methodology, training and toolset that aligns revenue engine and enables customer-facing roles to compete on value.
- SG Partnerssilver certifiedHelps business leaders drive scalable growth through sales and sales leadership effectiveness development, using OMG sales candidate evaluations to hire and develop top talent.
- Big Swift Kicksilver certifiedHelps middle-market CEOs scale revenue and enterprise value through precision sales strategy, elite hiring, and transformative training delivering strong ROI.
- Transdefy FZCOminorEmpowers sales teams to drive predictable growth through competency-based coaching, sales assessments, sales transformation, and hiring support in the UAE region.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Objective Management Group competitors and assessment
Company assessmentDirect peers
- Richardson Sales Performance: Global sales training and performance improvement company serving B2B organizations. Comparable in targeting the same buyer (CRO/VP Sales) with assessments, training, and consulting to improve sales effectiveness.
- Sales Performance International (SPI): Sales consulting and training firm focused on solution selling and sales process improvement. Comparable as a B2B sales-effectiveness provider addressing hiring, development, and process maturity.
- ValueSelling Associates: Sales training and enablement firm that integrates OMG assessments with its ValueSelling Framework. Comparable as a B2B sales performance company combining methodology, training, and assessment delivery.
- The Sales Collective: Diamond-certified OMG partner providing end-to-end sales transformation including data-driven assessments, training, and precision hiring. Directly comparable as a sales-assessment-delivery firm targeting B2B mid-market and enterprise clients.
- Kurlan & Associates: Diamond-certified OMG partner and long-standing sales consulting firm covering 200+ industries. Operates in the same sales-assessment-and-improvement space, delivering OMG-powered evaluations alongside its own consulting methodology.
Broad incumbents
- Predictive Index: Talent assessment and people analytics platform used for hiring and development across roles including sales. Comparable as a broader talent-assessment incumbent competing for similar HR and sales-leader budgets.
- Hogan Assessments: Established personality and leadership assessment provider used widely in sales hiring and leadership development. Comparable as a broader psychometrics incumbent whose products overlap with OMG's behavioral and motivation dimensions.
- SHL (Cebridge): Major psychometric assessment provider serving enterprise hiring and development, including sales force selection. Comparable as a broad incumbent in the talent-assessment category where OMG competes for sales-specific use cases.
- Korn Ferry: Global organizational consulting firm with a major talent assessment and leadership development practice. Comparable as a broad incumbent offering sales-relevant assessments and executive search alongside a much wider portfolio.
- Gallup: Research-based consulting and assessment firm with widely adopted strengths and engagement tools, including sales-force applications. Comparable as a broad incumbent whose behavioral assessments are sometimes used alongside or instead of OMG's sales-specific diagnostics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Objective Management Group social profiles
Digital presenceObjective Management Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Objective Management Group leadership team
Management profileNumber of profiles
Profiles1 record
Objective Management Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Objective Management Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Objective Management Group
What does Objective Management Group do?
Objective Management Group provides sales-specific predictive assessments and evaluations built on its proprietary 21 Core Sales Competencies framework measuring Will to Sell, Sales DNA, and Tactical Selling. Its product portfolio includes Sales Candidate Assessments for pre-hire screening, Salesperson Evaluations for individual development, Sales Team Evaluations for team-level benchmarking, and the Sales Effectiveness and Improvement Analysis (SEIA) for organizational diagnostics. All offerings are delivered exclusively through a global network of Certified Partners across 52 countries.
Is Objective Management Group a public or private company?
Objective Management Group is a private company. It is classified as unknown and is currently operating.
When was Objective Management Group founded?
Objective Management Group was founded in 1990. It employs 11 to 50 people.
Where is Objective Management Group based?
Objective Management Group is headquartered in Westborough, United States, in the North America region.
How does Objective Management Group make money?
Three revenue lines are on record. Sales Assessment Services are the primary driver. The others are certification and Partnership Fees and sales Effectiveness and Improvement Analysis (SEIA).
Who are Objective Management Group's main competitors?
Direct peers on record are Richardson Sales Performance, Sales Performance International (SPI), ValueSelling Associates, The Sales Collective and Kurlan & Associates. Broad incumbents are Predictive Index, Hogan Assessments, SHL (Cebridge), Korn Ferry and Gallup.
Does Objective Management Group have an API?
No public API is recorded for Objective Management Group.
What industry is Objective Management Group in?
Objective Management Group's product category is Sales Assessment Software. Its primary akta.pro industry code is BPACAMAH, Leadership Potential, High-Potential & Succession Assessments, with a secondary code of EDABABAM, Customer Success Operations & Health Scoring (Renewals/QBRs). Its NAICS code is 541613 and its SIC code is 8700.