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    • All HBS Web  (248)
      • Faculty Publications  (147)

      Salesforce Management Remove Salesforce Management →

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      • December 16, 2021
      • Article

      Avoid a One-Size-Fits-All Approach to Sales Coaching

      By: Frank V. Cespedes
      Coaching sales reps is about clarifying relevant behaviors and whether the issue is motivation or ability. Some reps may work hard, but lack certain capabilities while others demonstrate capability but seemingly lack motivation or effort. Good coaching helps to clarify...  View Details
      Keywords: Salesforce Management; Training; Competency and Skills; Motivation and Incentives
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      Cespedes, Frank V. "Avoid a One-Size-Fits-All Approach to Sales Coaching." Harvard Business Review Digital Articles (December 16, 2021).
      • November 2021
      • Article

      The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training

      By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
      This study provides a comprehensive model of an agent’s behavior in response to multiple sales management instruments, including compensation, recruiting/termination, and training. The model on agents’ behavior takes into account many of the key elements that...  View Details
      Keywords: Salesforce Management; Recruitment; Selection and Staffing; Compensation and Benefits; Resignation and Termination; Training; Behavior; Analysis
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      Chung, Doug J., Byungyeon Kim, and Byoung G. Park. "The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training." Management Science 67, no. 11 (November 2021): 7046–7074.
      • July 2021 (Revised February 2022)
      • Case

      Mary Kay Inc.: Enriching Women's Lives while Embracing Change

      By: Elie Ofek, K. Shelette Stewart and Julia Kelley
      In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...  View Details
      Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
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      Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
      • 2021
      • Chapter

      Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations

      By: Frank V. Cespedes
      Sales is a crucial test for organizational change, including productive use (or not) of new technologies. Changes in selling always have wider organizational implications, because so many other decisions and resource commitments in firms depend upon demand forecasts...  View Details
      Keywords: Sales; Salesforce Management; Organizational Change and Adaptation; Digital Transformation
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      Cespedes, Frank V. "Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations." In Managing Digital Transformation: Understanding the Strategic Process, edited by Andreas Hinterhuber, Tiziano Vescovi, and Francesca Checchinato. Routledge, 2021.
      • Article

      How to Shift from Selling Products to Selling Services

      By: Doug J. Chung
      Only a few years ago, most software companies sold seat licenses for their products, charging customers on the basis of head count. But today, software is typically provided using cloud-based software-as-a-service (SaaS) models that charge customers fees for...  View Details
      Keywords: SaaS Business Models; Sales; Management; Business Model; Salesforce Management; Applications and Software; Customer Relationship Management
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      Chung, Doug J. "How to Shift from Selling Products to Selling Services." Harvard Business Review 99, no. 2 (March–April 2021): 48–52.
      • April 2021
      • Article

      The Effects of Quota Frequency: Sales Performance and Product Focus

      By: Doug J. Chung, Das Narayandas and Dongkyu Chang
      This study investigates the comprehensive and multidimensional effects of quota (goal) frequency on sales force performance. We develop a theory of salespeople’s behavior—aggregate effort and the product type focus—in response to the temporal length of a sales-quota...  View Details
      Keywords: Sales Force Compensation; Field Experiment; Quotas; Quota Frequency; Commissions; Bonuses; Goals; Salesforce Management; Compensation and Benefits; Goals and Objectives; Behavior; Performance
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      Chung, Doug J., Das Narayandas, and Dongkyu Chang. "The Effects of Quota Frequency: Sales Performance and Product Focus." Management Science 67, no. 4 (April 2021): 2151–2170.
      • February 2021
      • Case

      Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa

      By: Lynda M. Applegate, Frank V. Cespedes and Michael Norris
      In 2020, Mike Heyink and Maya Stewart, co-founders of the Pay-as-you-Go Solar company Yellow were considering how to grow their startup. They had achieved some success in their first market, Malawi, and had recently entered Uganda, where business was slower. What did...  View Details
      Keywords: Solar Energy; Business Model; Business Startups; Developing Countries and Economies; Alternative Energy; Renewable Energy; Social Entrepreneurship; Green Technology; Salesforce Management; Diversification; Expansion; Energy Industry; Africa; South Africa; Malawi; Uganda
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      Applegate, Lynda M., Frank V. Cespedes, and Michael Norris. "Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa." Harvard Business School Case 821-041, February 2021.
      • 2021
      • Book

      Sales Management That Works: How to Sell in a World That Never Stops Changing

      By: Frank V. Cespedes
      Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive...  View Details
      Keywords: Sales; Strategy; Salesforce Management; Change; Adaptation
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      Cespedes, Frank V. Sales Management That Works: How to Sell in a World That Never Stops Changing. Boston, MA: Harvard Business Review Press, 2021.
      • January 2021
      • Article

      Sales Hiring Is Hard to Do (Don't Make It Harder)

      By: Frank V. Cespedes
      In the aggregate, hiring in sales is more expensive than many companies’ cap-ex decisions. But it rarely gets the same attention and companies fail to deal with challenges inherent in sales hiring. Unlike many other business functions, there is no easily identified...  View Details
      Keywords: Salesforce Management; Selection and Staffing; Human Resources
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      Cespedes, Frank V. "Sales Hiring Is Hard to Do (Don't Make It Harder)." Top Sales Magazine (January 2021), 38–39.
      • Article

      How Long Can a Company Thrive Doing Just One Thing?

      By: Andy Wu and Scott Duke Kominers
      The news that the chat app Slack was being sold to veteran customer relationship management company Salesforce for $27.7 billion raised a lot of eyebrows. Why sell after a year of explosive growth? The deal, however, epitomizes a question facing so-called best-of-breed...  View Details
      Keywords: Best-of-breed Companies; Competitive Advantage; Competitive Strategy
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      Wu, Andy, and Scott Duke Kominers. "How Long Can a Company Thrive Doing Just One Thing?" Harvard Business Review Digital Articles (December 10, 2020).
      • 2020
      • Article

      A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?

      By: Doug J. Chung, Byungyeon Kim and Niladri B. Syam
      Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role...  View Details
      Keywords: Sales Compensation; Sales Management; Sales Strategy; Principal-agent Theory; Structural Econometrics; Field Experiments; Machine Learning; Artificial Intelligence; Salesforce Management; Compensation and Benefits; Motivation and Incentives; AI and Machine Learning
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      Chung, Doug J., Byungyeon Kim, and Niladri B. Syam. "A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?" Foundations and Trends® in Marketing 14, no. 1 (2020): 1–52.
      • May 2020
      • Teaching Note

      Chem-Ecol

      By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
      Dahra Allen acquired Chem-Ecol, a machine oil recycling business, for C$13.3 million in December of 2012. Allen decided to hire a sales director and the case discussion largely focuses on selecting the sales director from her short-list of five candidates. During the...  View Details
      Keywords: Salesforce Management; Selection and Staffing; Sales; Performance Improvement; Canada
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      Ruback, Richard S., Royce Yudkoff, and Ahron Rosenfeld. "Chem-Ecol." Harvard Business School Teaching Note 220-084, May 2020.
      • March 2020 (Revised October 2020)
      • Module Note

      Sales Force Compensation

      By: Doug J. Chung
      The author developed this note for scholars, educators, and practitioners that are interested in sales force compensation. It is based on the author’s investigations across a variety of organizations in multiple industries and provides a conceptual framework for the...  View Details
      Keywords: Sales Strategy; Sales Force Management; Sales Compensation; Salary; Commissions; Bonuses; Quota Setting/updating; Quota Frequency; Extrinsic Vs Intrinsic Motivation; Salesforce Management; Compensation and Benefits; Strategy
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      Chung, Doug J. "Sales Force Compensation." Harvard Business School Module Note 520-084, March 2020. (Revised October 2020.)
      • February 2020
      • Case

      Drift: The First Sales Hire

      By: Mark Roberge
      David Cancel and Elias Torres, the co-founders of Drift, scaled their business to thousands of users and hundreds of thousands in revenue. However, they were falling short of the annual revenue target they communicated to the board of directors. Having scaled the...  View Details
      Keywords: Entrepreneurship; Growth Management; Salesforce Management; Selection and Staffing
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      Roberge, Mark. "Drift: The First Sales Hire." Harvard Business School Case 820-103, February 2020.
      • July 2019 (Revised March 2020)
      • Case

      At-Bay Cyber Insurance

      By: Marco Di Maggio and David Lane
      At-Bay was a cyber insurance startup that offered companies coverage against a wide array of cyber risks—exposure to which the firm was able to quickly assess and price on the basis of technical expertise that traditional insurance carriers lacked. In mid-2019, At-Bay...  View Details
      Keywords: Business Startups; Insurance; Disruptive Innovation; Risk Management; Product Marketing; Distribution Channels; Information Technology; Salesforce Management; Insurance Industry
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      Di Maggio, Marco, and David Lane. "At-Bay Cyber Insurance." Harvard Business School Case 220-005, July 2019. (Revised March 2020.)
      • July 9, 2019
      • Article

      Setting Better Sales Goals with Analytics

      By: Doug J. Chung, Isabel Huber, Vinay Murthy, Varun Sunku and Marije Weber
      Sales compensation is a critical lever in motivating a salesforce and driving growth in the business-to-business sector: Studies show that revising compensation in line with market trends can have a 50% greater impact on sales than advertisements have, for instance. A...  View Details
      Keywords: Analytics; Salesforce Management; Compensation and Benefits; Motivation and Incentives; Goals and Objectives
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      Chung, Doug J., Isabel Huber, Vinay Murthy, Varun Sunku, and Marije Weber. "Setting Better Sales Goals with Analytics." Harvard Business Review (website) (July 9, 2019).
      • May 2019
      • Supplement

      Kjell and Company: Motivating Salespeople with Incentive Compensation (C)

      By: Doug J. Chung
      Kjell & Company was a Swedish retail electronics chain. The company’s products consisted of home electronics and accessories. The company was noted for its excellent customer service and a fair “one-for-all” HR policy. Historically, the salespeople had been compensated...  View Details
      Keywords: Salesforce Management; Compensation and Benefits; Change Management; Behavior; Electronics Industry; Sweden
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      Chung, Doug J. "Kjell and Company: Motivating Salespeople with Incentive Compensation (C)." Harvard Business School Supplement 519-095, May 2019.
      • May 2019
      • Supplement

      Kjell and Company: Motivating Salespeople with Incentive Compensation (D)

      By: Doug J. Chung
      Kjell & Company was a Swedish retail electronics chain. The company’s products consisted of home electronics and accessories. The company was noted for its excellent customer service and a fair “one-for-all” HR policy. Historically, the salespeople had been compensated...  View Details
      Keywords: Salesforce Management; Compensation and Benefits; Motivation and Incentives; Change Management; Behavior; Electronics Industry; Sweden
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      Chung, Doug J. "Kjell and Company: Motivating Salespeople with Incentive Compensation (D)." Harvard Business School Supplement 519-096, May 2019.
      • April 2019 (Revised January 2022)
      • Case

      Clear Link Technologies, LLC: Driving Sales with Peer Effects

      By: Christopher Stanton, Richard Saouma and Olivia Hull
      The importance of a good peer or coworker is widely discussed, but understanding the glue that makes coworkers valuable is less understood. This case sheds light on the importance of peers and the practices and environments that make a group greater than the sum of its...  View Details
      Keywords: Talent and Talent Management; Interactive Communication; Experience and Expertise; Decision Making; Training; Design; Compensation and Benefits; Knowledge Acquisition; Knowledge Sharing; Human Capital; Working Conditions; Measurement and Metrics; Outcome or Result; Performance; Performance Improvement; Research; Sales; Salesforce Management; Motivation and Incentives; Telecommunications Industry; Utah; United States
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      Stanton, Christopher, Richard Saouma, and Olivia Hull. "Clear Link Technologies, LLC: Driving Sales with Peer Effects." Harvard Business School Case 819-072, April 2019. (Revised January 2022.)
      • February 2019 (Revised July 2019)
      • Case

      Sales Force Management at Nobel Ilac

      By: Doug J. Chung and Gamze Yucaoglu
      Nobel Ilac was a Turkish generic pharmaceutical company marketing more than 100 drugs in 20 countries and, as of 2017, had over 2,500 employees worldwide. Nobel had implemented a transformation strategy—more specifically, a customer segmentation plan—whereby the sales...  View Details
      Keywords: Sales Strategy; Compensation; Employee Retention; Recruiting; Pharmaceuticals; Salesforce Management; Strategy; Organizational Design; Human Resources; Compensation and Benefits; Employees; Retention; Recruitment; Pharmaceutical Industry; Turkey
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      Chung, Doug J., and Gamze Yucaoglu. "Sales Force Management at Nobel Ilac." Harvard Business School Case 519-067, February 2019. (Revised July 2019.)
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