The Madison Company

What The Madison Company does

The Madison Company is a boutique sales performance optimization and Sales Force Effectiveness (SFE) consulting firm founded in 1992 by Ziya Muhamedcani and headquartered in San Francisco. The firm serves multinational enterprises with proprietary sales training and performance improvement methodologies, delivered through dedicated operating subsidiaries in Japan (Sales Institute Japan K.K.) and China (Sales Institute China) and via partner networks across 7 languages and 36 countries. Madison operates with a small team of 1-10 employees and is founder-owned.

The company's product portfolio centers on a set of registered trademarks and proprietary frameworks, including the Madison Method℠, the Practical Training Series (PTS), PARTNER℠ Key Account Management, EPIC℠ Sales Force Effectiveness program, and Sales CheckUp™ assessment tool. CRM integrations with Salesforce, Microsoft Dynamics, and SAP allow the assessment and SFE content to be embedded in client sales stacks. Through a strategic partnership with Occulus announced May 16, 2018, Madison resells AI-assisted deal qualification software that incorporates predictive analytics, anomaly detection, and generative AI for deal guidance, with vendor-reported forecasting accuracy above 90%.

Madison generates revenue through enterprise consulting engagements, SFE program design and delivery, and software resale under the Occulus partnership. Pricing is structured around enterprise contract values rather than distributed volume, with go-to-market driven by direct relationships, founder credibility, and partner channels (notably the November 7, 2018 JR Cape Associates partnership for DACH region delivery). The firm targets large multinational clients, with a publicly disclosed medical device division case study representing the visible customer evidence base.

Name

The Madison Company

Legal name

The Madison Company

Website

https://madisonsfe.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

The Madison Company is a boutique Sales Force Effectiveness consulting firm founded in 1992, serving multinational enterprises with proprietary sales training, performance optimization, and AI-assisted deal qualification across 36 countries.

Ownership category

akta.pro rank

Product category

Sales Training and Consulting

NAICS

Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD)

Keywords

• Sales training
• Sales consulting
• Key account management
• Sales force effectiveness
• Deal qualification

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Sales Training and Consulting Services: Results-driven sales consulting and training services delivered at all levels of sales organizations. Programs include PTS (Practical Training Series), PARTNER℠ (Key Account Management), EPIC (Sales Force Effectiveness), and Sales CheckUp™ assessment. Delivered through classroom sessions, field-based training, and ongoing coaching engagements.
2. Occulus Software Partnership: Strategic partnership to resell Occulus AI-assisted pipeline management and sales forecasting software. Software provides deal qualification analysis, forecasting accuracy, and coaching capabilities. Available as standalone product or integrated with CRM systems.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Madison Company is a sales consulting and training firm that helps enterprise B2B organizations improve sales performance using its proprietary Madison Method℠ methodology. Its offerings include the Practical Training Series (PTS), PARTNER℠ Key Account Management program, EPIC℠ Sales Force Effectiveness program, Sales CheckUp™ assessment, and Occulus deal-qualification software delivered via technology partnerships.

Product overview

The Madison Company offers a portfolio of sales performance optimization products and services centered on the proprietary Madison Method℠ framework. The core offerings include: PTS (Practical Training Series) for sales skills training, PARTNER℠ for Key Account Management, EPIC for comprehensive Sales Force Effectiveness, and Sales CheckUp™ for sales force assessment. Through a strategic partnership with Occulus Inc., the company also offers an AI-assisted deal qualification and sales forecasting tool that integrates with major CRM systems. The Madison Method℠ underpins all programs, emphasizing practical field-based training, individualized development, and continuous follow-up rather than theoretical classroom-only approaches.

Differentiator

Problem solved

Functional benefit

Products and services

• Practical Training Series (PTS) A practical, field-based sales training program based on the Madison Method℠, designed to equip enterprise sales reps and managers with disciplined, repeatable sales behaviors. Intended for large B2B sales organizations seeking to standardize skills across regions.
• PARTNER℠ Key Account Management (KAM) A structured Key Account Management program designed to help enterprise sales teams grow and defend strategic accounts through disciplined account planning, relationship mapping, and value co-creation. Targets multinational B2B organizations with complex key-account portfolios.
• EPIC℠ Sales Force Effectiveness (SFE) Program An enterprise sales force effectiveness program built on the EPIC℠ framework, aimed at improving pipeline quality, forecasting accuracy, and overall sales productivity across global sales organizations. Designed for VP Sales and commercial leaders at multinational firms.
• Sales CheckUp™ An online sales force assessment and diagnostic tool that evaluates an organization's current sales capabilities and identifies gaps against the Madison Method℠ benchmarks. Used by enterprise sales leaders to baseline performance before launching training or transformation initiatives.
• Occulus Deal Qualification Software A deal qualification and forecasting software tool offered through a technology partnership, designed to help sales reps prioritize opportunities and improve win rates. Integrates with major CRM platforms and is positioned as complementary to the firm's training programs for enterprise sales teams.

Quantifiable outcome

• +22.8% higher sales growth vs. control group for EPIC program participants
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature5 records

Partnerships

Two partnerships are on record, tiered regional and core.

• JR Cape AssociatesregionalGTM or Marketing Partner · 7 November 2018Strategic partnership announced November 7, 2018 to sell Occulus deal qualification software with initial focus on German-speaking markets (Germany, Austria, Switzerland). JR Cape Associates provides consulting services for human resources enhancement and sales team optimization. Occulus Inc. serves as product development and customer support partner. Partnership enables Madison to expand European reach through local expertise.
• Occulus Inc.coreTechnology or Integration · 16 May 2018Strategic partnership announced May 16, 2018 to provide AI-assisted pipeline management and sales forecasting software. Occulus provides cloud-based deal qualification with >90% forecasting accuracy, integrating with major CRM systems. Madison promotes Occulus as a standalone product and complementary tool to their sales training offerings. The partnership combines Madison's sales performance optimization expertise with Occulus' AI analytics capabilities.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Force Management: Force Management is a B2B sales performance consultancy built around a proprietary methodology (Command of the Message) and value-selling frameworks, with deep enterprise sales force effectiveness engagements — directly comparable to Madison's SFE/PARTNER positioning.
• Wilson Learning: Wilson Learning is a global sales training and leadership development company offering research-validated sales methodologies, comparable to Madison's PTS and Madison Method offerings, with multinational enterprise delivery.
• RAIN Group: RAIN Group is a sales training and consulting firm specializing in consultative selling, key account management and sales coaching for enterprise B2B organizations — overlapping with Madison's PARTNER KAM and EPIC SFE programs.
• Janek Performance Group: Janek Performance Group provides sales training, coaching, and performance improvement solutions for enterprise B2B sales teams — competing with Madison in the same enterprise sales training and SFE market.
• Sales Performance International (SPI): SPI is a sales training and performance improvement firm known for its Solution Selling methodology, serving enterprise B2B clients with consulting, training, and certification — directly comparable to Madison's PTS and PARTNER programs.
• Vantage Point Performance: Vantage Point Performance is a sales force effectiveness consultancy that delivers training, consulting, and assessments to enterprise sales organizations, comparable to Madison's Sales CheckUp and EPIC SFE methodology.
• Richardson Sales & Performance: Richardson Sales & Performance is a long-established sales training and performance consulting firm offering methodology-driven programs (e.g., Solution Selling, value selling). It is a direct competitor to Madison's PTS, PARTNER, and EPIC offerings, serving multinational B2B sales organizations.

Emerging players

• Gong.io: Gong is an AI-driven revenue/sales conversation intelligence and forecasting platform used by enterprise B2B sales teams — adjacent to Madison's Occulus partnership product, representing the technology-native direction the hybrid sales-tooling market is moving.

Broad incumbents

• Korn Ferry (Sales & Channel Practice): Korn Ferry is a large global organizational consulting firm offering sales force effectiveness and sales transformation services as part of a much broader HR/talent portfolio. It competes for the same enterprise SFE mandates as Madison but at vastly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/madisonsfe
• LinkedInlinkedin.com/company/the-madison-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Madison Company