Building a Winning Sales Force in B2B Markets: A Managerial Perspective

Author(s): Andris A. Zoltners, Prabhakant Sinha, and Sally Lorimer

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at https://www.e-elgar.com/shop/handbook-of-business-to-business-marketing.

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. 
People jumping up

The following material is restricted to registered academic and ISBM Member Company users. Please login or register to continue or learn more about becoming an ISBM member company.

Share: "Building a Winning Sales Force in B2B Markets: A Managerial Perspective" with your followers.

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email