The Changing Role of the Sales Force

Cravens, David W.
September 1995
Marketing Management;Fall95, Vol. 4 Issue 2, p48
Pressures for reshaping traditional sales strategies are mounting as executives respond to diverse customer requirements, intense competition, and rapid change in the marketplace. Having learned that complacency kills, cutting-edge companies are aggressively reinventing their sales organizations. Examining the role of the sales force starts with a candid look at how the sales strategy measures up to what is being done in other organizations in several important areas. This should be followed by an agenda for taking action on eight key success indicators.


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