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Show Results For
- All HBS Web
(377)
- News (26)
- Research (332)
- Multimedia (2)
- Faculty Publications (305)
- February 1, 2016
- Article
Hiring Star Salespeople Isn't the Best Way to Grow
By: Frank V. Cespedes and Jacco van der Kooij
Cespedes, Frank V., and Jacco van der Kooij. "Hiring Star Salespeople Isn't the Best Way to Grow." Harvard Business Review (website) (February 1, 2016).
- March 2013
- Teaching Note
Robin Ash and Printzhof Press (Brief Case)
By: Frank V. Cespedes and Lynda St. Clair
- February 2008 (Revised August 2011)
- Case
Olympia Machine Company, Inc.
By: Frank V. Cespedes and Benson P. Shapiro
The management team of an industrial equipment supplier is debating the company's method of compensating salespeople. Different executives have offered different alternatives to the current method of straight salary plus expenses. Each option has different implications... View Details
Keywords: Governance Controls; Compensation and Benefits; Mission and Purpose; Salesforce Management; Motivation and Incentives; Business Strategy; Industrial Products Industry
Cespedes, Frank V., and Benson P. Shapiro. "Olympia Machine Company, Inc." Harvard Business School Case 708-490, February 2008. (Revised August 2011.)
- summer 1993
- Article
Database Marketing: New Rules for Policy and Practice
By: Frank V. Cespedes and H. Jeff Smith
Cespedes, Frank V., and H. Jeff Smith. "Database Marketing: New Rules for Policy and Practice." MIT Sloan Management Review 34, no. 4 (summer 1993): 7–22.
- May 1982
- Background Note
Busy Signals: Telecommunications in Transition
By: John F. Cady and Frank V. Cespedes
Keywords: Telecommunications Industry
Cady, John F., and Frank V. Cespedes. "Busy Signals: Telecommunications in Transition." Harvard Business School Background Note 582-138, May 1982.
- February 1982
- Case
MCI Telecommunications Corp. (B): Customer Service Strategy and Organization
By: John F. Cady and Frank V. Cespedes
Keywords: Customer Relationship Management; Customer Focus and Relationships; Strategy; Telecommunications Industry
Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (B): Customer Service Strategy and Organization." Harvard Business School Case 582-108, February 1982.
- February 1982 (Revised May 1992)
- Case
MCI Telecommunications Corp. (A): Corporate and Marketing Strategy
By: John F. Cady and Frank V. Cespedes
Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (A): Corporate and Marketing Strategy." Harvard Business School Case 582-106, February 1982. (Revised May 1992.)
- June 2018
- Supplement
Meridian Systems, Spreadsheet for Instructors (Brief Case)
By: Frank V. Cespedes and Michael J. Roberts
- August 2009 (Revised August 2012)
- Case
Cabot Pharmaceuticals, Inc.
By: Frank V. Cespedes and John T. Gourville
Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Marsh has had an uneven career with Cabot Pharmaceuticals and eventually is asked to resign. Following his termination, a number of Marsh's former customers complain... View Details
Keywords: Customer Relationship Management; Employees; Resignation and Termination; Performance Evaluation; Salesforce Management; Alignment; Pharmaceutical Industry
Cespedes, Frank V., and John T. Gourville. "Cabot Pharmaceuticals, Inc." Harvard Business School Case 510-030, August 2009. (Revised August 2012.)
- September 2008 (Revised June 2010)
- Case
Hearts On Fire - Brand Development Manager
By: Frank V. Cespedes and Benson P. Shapiro
Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact... View Details
Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy
Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)
- May 1982
- Supplement
MCI Telecommunications Corp. (A2)
By: John F. Cady and Frank V. Cespedes
Keywords: Telecommunications Industry
Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (A2)." Harvard Business School Supplement 582-139, May 1982.
- July 1979 (Revised July 1995)
- Teaching Note
Hammermill Paper Co., Teaching Note
By: Thomas J. Raymond and Frank V. Cespedes
Keywords: Pulp and Paper Industry
- November 2003
- Article
The Customer Has Escaped
By: Frank V. Cespedes and Paul F. Nunes
Keywords: Customers
Cespedes, Frank V., and Paul F. Nunes. "The Customer Has Escaped." Harvard Business Review 81, no. 11 (November 2003): 106–115.
- Article
Managing Multiple Channels
By: Frank V. Cespedes and E. Raymond Corey
Cespedes, Frank V., and E. Raymond Corey. "Managing Multiple Channels." Business Horizons 33, no. 4 (July–August 1990): 66–77.
- 1989
- Manual
Going to Market: Case Studies in Industrial Distribution, Instructor's Manual
By: E. Raymond Corey, Frank V. Cespedes and V. K. Rangan
Keywords: Distribution
Corey, E. Raymond, Frank V. Cespedes, and V. K. Rangan. Going to Market: Case Studies in Industrial Distribution, Instructor's Manual. Cambridge, MA: Harvard Business School Publishing, 1989.
- 1989
- Book
Going to Market: Distribution Systems for Industrial Products
By: E. Raymond Corey, Frank V. Cespedes and V. Kasturi Rangan
Corey, E. Raymond, Frank V. Cespedes, and V. Kasturi Rangan. Going to Market: Distribution Systems for Industrial Products. Boston, MA: Harvard Business School Press, 1989.
- 1989
- Book
Going to Market: Case Studies in Industrial Distribution
By: E. Raymond Corey, Frank V. Cespedes and V. K. Rangan
Corey, E. Raymond, Frank V. Cespedes, and V. K. Rangan. Going to Market: Case Studies in Industrial Distribution. Boston, MA: Harvard Business School Publishing, 1989.
- 24 Apr 2012
- First Look
First Look: April 24
supplement:http://cb.hbsp.harvard.edu/cb/product/412066-PDF-ENG Customer Discovery and Validation for Entrepreneurs Frank V. Cespedes, Thomas R. Eisenmann, and Steven G. BlankHarvard Business School Note... View Details
Keywords: Carmen Nobel
- April 18, 2023
- Article
The Rebirth of Software as a Service
By: Frank V. Cespedes and Jacco van der Kooij
Traditional sales models focus on customer acquisition and the “funnel” or “pipeline” metrics that dominate talk about sales. But this approach falls short when applied to a recurring revenue business, where the customer life cycle looks more like a bowtie, not a... View Details
Cespedes, Frank V., and Jacco van der Kooij. "The Rebirth of Software as a Service." Harvard Business Review (website) (April 18, 2023).
- Article
How Real Sales Learning Happens: In the Flow of Work
By: Yuchun Lee, Mark Magnacca and Frank V. Cespedes
Most learning in sales is through peer learning in task-specific contexts, and the effects are cumulative because modeling behavior is a big driver of how salespeople develop. This is very different from the experience in most training seminars, especially if the... View Details
Lee, Yuchun, Mark Magnacca, and Frank V. Cespedes. "How Real Sales Learning Happens: In the Flow of Work." Learning Solutions (February 15, 2021).