SQL: Count() based on column value

You can use a CASE expression with your aggregate to get a total based on the outcomeId value:

select companyId,
  sum(case when outcomeid = 36 then 1 else 0 end) SalesCount,
  sum(case when outcomeid <> 36 then 1 else 0 end) NonSalesCount
from yourtable
group by companyId;

See SQL Fiddle with Demo