In marketing research and practice in a selling context, performance implications are often demonstrated at the individual, business unit, or company level. The purposes of this chapter are threefold. First, this chapter surveys the literature on sales force performance to evaluate how this important criterion variable has been defined, operationalized and measured. Using this survey, a typology of sales force performance measures is developed. To this end, sales force performance is categorized into topical areas along two dimensions – positive versus negative performance and behavioral versus outcome performance – which includes in-role and extra-role behavioral performance. Second, future research topics in each of those areas are identified. Third, the chapters offers brief methodological notes for exploring these new topics.