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  • July 2016 (Revised October 2016)
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Entrepreneurial Sales and Marketing Vignettes

By: Mark Roberge and Frank Cespedes
  • Format:Print
  • | Language:English
  • | Pages:13
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Abstract

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Early stage founders, sales leaders, and marketing executives often face one, and sometimes all, of the above scenarios as they grow their ventures. This case presents three short vignettes, with three fictitious organizations, to facilitate a discussion around these important decisions.

Keywords

Entrepreneurial Marketing; Entrepreneurial Sales; Business Startups; Talent; Talent Management; Growth Management; Marketing Communications; Social Marketing; Salesforce Management; Pricing; Sales; Marketing

Citation

Roberge, Mark, and Frank Cespedes. "Entrepreneurial Sales and Marketing Vignettes." Harvard Business School Case 817-010, July 2016. (Revised October 2016.)
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About The Authors

Mark N. Roberge

Entrepreneurial Management
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Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • July 2016 (Revised October 2016)
    • Faculty Research

    Entrepreneurial Sales and Marketing Vignettes

    By: Mark Roberge and Frank Cespedes
Related Work
  • Entrepreneurial Sales and Marketing Vignettes By: Mark Roberge and Frank Cespedes
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