Publications

August 2016 (Revised June 2017)
Case

This case focuses on growth requirements for a company moving from its base in SMB customers (Small and Mid-Sized businesses) to Enterprise customers (companies with more than 500 employees). It examines the differences in buying processes, product requirements,... View Details

Keywords: Business Organization; Customer Relationship Management; Marketing Strategy; Organizational Change And Adaptation; Organizational Design; Talent; Talent Management; Organizations; Growth Management; Sales; Salesforce Management; Corporate Entrepreneurship; Technology Industry; United States

Educators

October 2015
Teaching Note

Clef Company: Turnover

By: Frank V. Cespedes

Clef Company sells keys and other products to retail outlets, which then sell these products to consumers. The case concerns turnover in Clef's sales force in the context of company strategy, financial performance, and a day in the life of a Clef salesperson. Among... View Details

Keywords: Sales; Marketing; Strategy; Marketing Strategy; Performance Evaluation; Retail Industry; Consumer Products Industry; United States

Article

How the 'Best' Recruits Could Hurt Your Team: Why You Don't Want Stars in Every Sales Position

By: Frank V. Cespedes

Keywords: Marketing; Sales

Read Now

2014
Book

Aligning Strategy and Sales: The Choices, Systems, and Behaviors That Drive Effective Selling

By: Frank V. Cespedes

There are many books that provide strategy advice and selling methodologies. But there is a gap in the management literature when it comes to linking sales efforts with strategy. Part 1 of this book provides data indicating how and why sales remain (by far) the biggest... View Details

Keywords: Strategy; Sales

March 2014
Teaching Note

Andrew Sullivan and Faraway Ltd.

By: Frank V. Cespedes

Andrew Sullivan is an entrepreneur with an innovative product and impending sales calls on two important retail buyers. The (A) case provides information about Sullivan, his business, and the economics of his business model. The (B) and (C) cases provide information... View Details

Keywords: Sales; Marketing; Entrepreneurship; Retail Industry; Consumer Products Industry; England

August 2009
Case

Intuit

By: Frank V. Cespedes

This case study provides an overview of Intuit's growth and, in particular, the sales and service initiatives that historically fueled the company's growth from start-up to a corporation. It also outlines certain processes and cultural values, as well as specific... View Details

Keywords: Entrepreneurship; Product; Service Delivery; Business Processes; Organizational Culture; Sales; Business Strategy

Educators

spring 1996
Article

Beyond Teamwork: How the Wise Can Synchronize

By: Frank V. Cespedes

Keywords: Groups and Teams

summer 1993
Article

Market Research and Marketing Dialects

By: Frank V. Cespedes

Keywords: Research; Marketing

summer 1992
Article

Sales Coordination: An Exploratory Study

By: Frank V. Cespedes

Keywords: Sales

1992
Article

Channel Power: Suggestions for a Broadened Perspective

By: Frank V. Cespedes

Keywords: Perspective

Article

Once More: How Do You Improve Customer Service?

By: Frank V. Cespedes

Keywords: Customers; Service Delivery

August 1988
Article

Control vs. Resources in Channel Design

By: Frank V. Cespedes

Keywords: Design

March 1995
Teaching Note

Becton Dickinson and Company: Multidivisional Marketing Programs TN

By: Frank V. Cespedes

Teaching Note for (9-594-060). View Details

Keywords: Health Industry

October 1993 (Revised November 1994)
Case

Becton Dickinson & Co.: Multidivisional Marketing Programs

By: Frank V. Cespedes

In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort. View Details

Keywords: Marketing Communications; Accounting Audits; Management; Supply Chain Management; Organizations; Sales; Change Management; Health Industry

Educators