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Prioritizing sales force decision areas for productivity improvements using a core sales response function
journal contributionposted on 2008-03-01, 00:00 authored by Bernd SkieraBernd Skiera, S Albers
The time and budgets that managers can devote to enhancing sales force productivity are limited, so sales managers must decide where it is worthwhile to invest in productivity improvements - to improve salespeople's current effort allocation, realign territories, enhance sales force sizing, or provide more training. To prioritize these alternatives, management must assess the outcomes of investments on the basis of a common metric - profit. This paper proposes to estimate a core sales response function that allows for quantifying the profits derived from each possible action and demonstrates the benefits of this approach through an actual case study.