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    • All HBS Web  (2,461)
      • Faculty Publications  (694)

      Sales Management Remove Sales Management →

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      • May 3, 2023
      • Article

      What Top-Performing Sales Managers Do Differently

      By: Mike Schultz and Frank V. Cespedes
      Sales managers hire reps, influence their training, provide (we hope) feedback and so reinforce good selling behaviors, and are key in the execution of growth and change initiatives. In a study of more than 1,000 sales managers and sellers across industries, we found...  View Details
      Keywords: Management Practices and Processes; Sales; Performance Effectiveness
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      Schultz, Mike, and Frank V. Cespedes. "What Top-Performing Sales Managers Do Differently." TrainingIndustry.com (May 3, 2023).
      • May 2023
      • Article

      Where Sales Technology (Really) Helps

      By: Frank V. Cespedes
      Interest in Sales Enablement (SE), the catch-all term for attempts to increase sales productivity with AI and other technologies, is driven by multiple factors. One is the declining costs of the tools. Also, selling is now data-hungry work and not just in tech sectors....  View Details
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      Cespedes, Frank V. "Where Sales Technology (Really) Helps." Top Sales Magazine (May 2023), 26–27.
      • April 6, 2023
      • Article

      A New NFT Launch Strategy: The Wave Mint

      By: Scott Duke Kominers and 1337 Skulls Sers
      In an NFT project, the mint—the process by which tokens are initially allocated—largely determines who your community is and how they and the broader market view the project going forward. In this piece, we review a new minting strategy recently introduced by 1337...  View Details
      Keywords: NFTs; Mechanism Design; Sales Management; Sales Model; Crypto Economy; Non-fungible Tokens; Networks; Product Launch; Auctions; Market Design
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      Kominers, Scott Duke, and 1337 Skulls Sers. "A New NFT Launch Strategy: The Wave Mint." a16zcrypto.com (April 6, 2023).
      • March 2023
      • Case

      Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)

      By: Linda A. Hill and Emily Tedards
      In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new...  View Details
      Keywords: Innovation Leadership; Innovation Strategy; Organizational Design; Technology Industry; Advertising Industry; Information Technology Industry; United States
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      Hill, Linda A., and Emily Tedards. "Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)." Harvard Business School Case 423-076, March 2023.
      • March 2023
      • Supplement

      Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)

      By: Linda A. Hill and Emily Tedards
      In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new...  View Details
      Keywords: Innovation Leadership; Organizational Culture; Technology Industry; Information Technology Industry; Advertising Industry; United States
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      Hill, Linda A., and Emily Tedards. "Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)." Harvard Business School Supplement 423-077, March 2023.
      • March 2023
      • Case

      Mirakl: Growing The Marketplace Economy

      By: Antonio Moreno, Santiago Gallino and Emilie Billaud
      Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in...  View Details
      Keywords: Business Growth and Maturation; Business Startups; Transformation; Technological Innovation; Growth and Development Strategy; Internet and the Web; Technology Adoption; Sales; Information Technology Industry; Retail Industry; Web Services Industry; Europe; France; Paris; United States
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      Moreno, Antonio, Santiago Gallino, and Emilie Billaud. "Mirakl: Growing The Marketplace Economy." Harvard Business School Case 623-054, March 2023.
      • March 2023
      • Case

      On

      By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader
      Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound...  View Details
      Keywords: Growth and Development Strategy; Environmental Sustainability; Product Positioning; Business Model; Apparel and Accessories Industry; Consumer Products Industry; Europe
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      Casadesus-Masanell, Ramon, Karolin Frankenberger, and Sascha Mader. "On." Harvard Business School Case 723-430, March 2023.
      • March, 2023
      • Article

      Linking Value and Price

      By: Frank V. Cespedes
      Keywords: Customer Value and Value Chain; Price; Salesforce Management
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      Cespedes, Frank V. "Linking Value and Price." Top Sales Magazine (March, 2023), 26–27.
      • March 13, 2023
      • Article

      Sales Teams Need to Stop Focusing on the Customer Funnel

      By: Frank V. Cespedes
      Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking...  View Details
      Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior
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      Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • February 2023
      • Case

      Seemore Meats & Veggies

      By: Lou Shipley, Patricia Favreau and Mel Martin
      Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...  View Details
      Keywords: Sales; Food; Logistics; Entrepreneurship; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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      Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
      • January 2023
      • Case

      Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

      By: Brian Trelstad, Pedro Levindo and Carla Larangeira
      Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts...  View Details
      Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023 (Revised January 2023)
      • Case

      Belden and Digital Transformation: From Product Sales to Solutions Sales

      By: Frank V. Cespedes and Amy Klopfenstein
      This case concerns the industrial automation division at Belden, a hardware manufacturer. While Belden historically sold products such as cables, wires, and other networking devices, EVP of Industrial Automation Ashish Chand recognized that IT vendors were entering the...  View Details
      Keywords: Implementation; Sales Cycle; Digital Transformation; Sales; Product Positioning; Business Model; Market Entry and Exit; Customer Focus and Relationships; Business and Stakeholder Relations; Supply and Industry; Technology Industry; North America; United States
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      Cespedes, Frank V., and Amy Klopfenstein. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Case 823-002, January 2023. (Revised January 2023.)
      • 13 Dec 2022
      • Interview

      Why Some Start-Ups Fail to Scale

      By: Jeffrey Rayport and Curt Nickisch
      Managing rapid growth is a huge challenge for young businesses. Even start-ups with glowing reviews and skyrocketing sales can fail. That’s because new ventures and corporate initiatives alike have to sustain profitability at scale, according to Harvard Business School...  View Details
      Keywords: Business Startups; Growth Management; Outcome or Result; Transition
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      "Why Some Start-Ups Fail to Scale." HBR IdeaCast (podcast), Harvard Business Review Group, December 13, 2022.
      • December 2022 (Revised January 2023)
      • Case

      Cann: High Hopes for Cannabis Infused Beverages

      By: Ayelet Israeli and Anne V. Wilson
      Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...  View Details
      Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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      Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
      • December 2022
      • Case

      Freelancer, Ltd.

      By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
      Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500...  View Details
      Keywords: Freelancers; Labor Markets; Internet and the Web; Digital Platforms; Corporate Entrepreneurship; Human Capital; Change Management; Globalized Firms and Management; Employment; Global Range; Employment Industry
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      Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd." Harvard Business School Multimedia/Video Case 823-706, December 2022.
      • December 2022
      • Supplement

      Freelancer, Ltd. Case Supplement

      By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
      Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,...  View Details
      Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines
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      Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd. Case Supplement." Harvard Business School Multimedia/Video Supplement 823-707, December 2022. (Click here to access this case.)
      • November 2022
      • Case

      The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

      By: Regina E. Herzlinger and Tiffany Farrell
      Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous...  View Details
      Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry
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      Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
      • November 10, 2022
      • Article

      5 Ways Startups Can Prepare for a Recession

      By: Lou Shipley
      Startups face unique challenges during economic downturns. They typically aren’t yet profitable and so are reliant on outside funding—and therefore are especially exposed when macroeconomic conditions change. To make it through a recession, startup CEOs should hit the...  View Details
      Keywords: Entrepreneurship; Organizational Culture; Sales; Customer Focus and Relationships; Decisions; Inflation and Deflation; Financial Crisis; Employee Relationship Management; Business Startups; Credit
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      Shipley, Lou. "5 Ways Startups Can Prepare for a Recession." Harvard Business Review Digital Articles (November 10, 2022).
      • October 2022 (Revised December 2022)
      • Case

      Aphro Beverages

      By: Frank V. Cespedes and Amram Migdal
      This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to...  View Details
      Keywords: Agribusiness; Plant-Based Agribusiness; Business Ventures; Business Growth and Maturation; Entrepreneurship; Food; Geography; Geographic Scope; Management; Growth and Development Strategy; Growth Management; Resource Allocation; Marketing; Brands and Branding; Digital Marketing; Product Marketing; Product Launch; Product Positioning; Social Marketing; Operations; Distribution; Distribution Channels; Product; Product Design; Product Development; Supply Chain; Sales; Salesforce Management; Food and Beverage Industry; Africa; Ghana
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      Cespedes, Frank V., and Amram Migdal. "Aphro Beverages." Harvard Business School Case 823-044, October 2022. (Revised December 2022.)
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