Background Note | HBS Case Collection | October 1989 (Revised November 2006)

Deployment, Focus, and Measuring Effectiveness

by Frank V. Cespedes


Written for a module in the Marketing Implementation course (second-year MBA elective). Offers a framework for considering relevant factors that affect sales force deployment and criteria for measuring sales effectiveness and the conduct of field marketing efforts.

Keywords: Performance Effectiveness; Sales; Marketing;


Cespedes, Frank V. "Deployment, Focus, and Measuring Effectiveness." Harvard Business School Background Note 590-044, October 1989. (Revised November 2006.)