Background Note | HBS Case Collection | November 1994 (Revised May 1998)

Strategic Sales Management: A Boardroom Issue

by Benson P. Shapiro, Stephen X. Doyle and Adrian J. Slywotsky


Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce that is responsive to customer needs and competing imperatives. Organization and management receive careful attention.

Keywords: Salesforce Management; Strategy;


Shapiro, Benson P., Stephen X. Doyle, and Adrian J. Slywotsky. "Strategic Sales Management: A Boardroom Issue." Harvard Business School Background Note 595-018, November 1994. (Revised May 1998.)