Sales Force‐Generated Marketing Intelligence

Kenneth R. Evans and C. Fred Miao

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

Sales Force‐Generated Marketing Intelligence

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This article looks at the role of the sales force in the marketing information system (MIS). Sales force-generated marketing intelligence is guided by important antecedents which are categorized according to factors associated with the firm and the individual. Antecedents at the firm level include organizational culture, sales force control philosophy, training, job descriptions, compensation, and rewards. Key dimensions of sales force intelligence are new product planning and development, sales forecasting, competitive strategy, pricing strategy, and territorial customer knowledge. The challenge is to integrate the sales force into the MIS. Information generated by the sales force must be captured and disseminated across functional boundaries. The MIS contributes to important sales force strategic options such as customer relationship management. The process of obtaining the desired type, frequency, and quality of market information from the field sales force is an important management responsibility.

Keywords: sales force; marketing information system; sales forecasting; competitive strategy; pricing strategy

Article.  10509 words. 

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

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