Achieving Sales Organization Effectiveness

David W. Cravens

in The Oxford Handbook of Strategic Sales and Sales Management

Published in print January 2011 | ISBN: 9780199569458
Published online May 2011 | | DOI:

Series: Oxford Handbooks in Business and Management

Achieving Sales Organization Effectiveness

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  • Business and Management
  • Organizational Theory and Behaviour
  • Marketing


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The organization's effectiveness can be measured based on sales, market position, customer satisfaction, and profits, relative to competition and internal objectives. Effectiveness is a summary assessment of the sales organization's outcomes, and may be determined for the entire organization or for smaller units such as regions and districts. Sales unit effectiveness is a composite assessment of the unit's performance. Importantly, effectiveness and salesperson performance are distinct although closely related constructs. The salesperson contributes to unit effectiveness along with other determinants including the sales manager, business competencies, and the market and competitive environment. This article proposes and examines a conceptual framework for analysis and decision-making concerning sales organization effectiveness. It discusses important determinants of effectiveness including sales management control, salesperson performance, and sales unit design. Sales management is a core determinant of effectiveness, including management processes, design of the organization, and manager performance. Each salesperson also contributes to effectiveness.

Keywords: organization's effectiveness; unit effectiveness; salesperson performance; sales management control; sales unit design

Article.  8470 words. 

Subjects: Business and Management ; Organizational Theory and Behaviour ; Marketing

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