Publications

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

December 2012 (Revised January 2015)
Technical Note

Early Career LBOs Using the Search Fund Model

By: Howard Stevenson, Michael Roberts and Jim Sharpe

The funded search model is one alternative for individuals who, at some point in their career, want to run their own companies. This note looks at the funded search, as a means to entrepreneurship through acquisition and describes the path to buy and run a business... View Details

Keywords: Search Funds; Search; Entrepreneurial Finance; Investor Behavior; Career Planning; Entrepreneurial Management; Fundraising; Negotiation; Entrepreneurship; Capital Structure; Borrowing and Debt; Personal Development and Career; Private Ownership; Acquisition; Finance; Leveraged Buyouts

06 Aug 2015
News

What Salespeople Need to Know About the New B2B Landscape

Article

Aligning Strategy and Sales

By: Frank V. Cespedes

Much current opinion asserts that strategy is less important (and may, in fact, be an impediment) in an era of constant change. This publication discusses why claims about business change are often overstated and misunderstood, why strategy is even more important as... View Details

Keywords: Strategy; Sales

TeachingInterests

MBA Elective Curriculum Business-to-Business Marketing

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

July 2020
Teaching Note

Shindigz

By: Frank Cespedes

Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded... View Details

Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

components: actionable customer selection criteria (because resources spent on accounts A and B are not available for accounts C, D, and so on); clarity about the buying process for target customers as it... View Details

Keywords: by Kristen Senz

23 Nov 2021
Research & Ideas

The Vinyl Renaissance: Take Those Old Records Off the Shelf

now for whom music has always been a free commodity. The more that we talk to college students and teenagers about why they buy vinyl, the common thread is that having vinyl in your dorm room or your house says something about you and who... View Details

Keywords: by Christine Pazzanese, Harvard Gazette; Music

April 2011 (Revised May 2011)
Case

EMC2: Delivering Customer Centricity

By: Thomas Steenburgh and Jill Avery

This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details

Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry

May 2017
Teaching Note

Promontory, Inc. (Brief Case)

By: Frank V. Cespedes and Amy Handlin

Teaching Note for HBS No. 917-535. The Promontory teaching note covers a) how and why buying processes in Promontory’s market generate the array of selling approaches illustrated in the case; b) the impact of incremental sales increases on the firm’s cost structure and... View Details

Keywords: Sales; Salesforce Management; Marketing Strategy

August 2002
Case

Siebel Systems: Anatomy of a Sale, Part 3

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Sales; Decision Choices and Conditions; Competitive Strategy; Customer Relationship Management; Product Marketing; Information Technology Industry

August 2002 (Revised February 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 2

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

August 2002 (Revised January 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 1

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details

Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

17 Sep 2001
Research & Ideas

Is There Help for the Big Ticket Buyer?

Bazerman The consumer decision-making literature has paid great attention to the information processing and decision making (or choice) of consumers. In the vast majority of this literature, the dependent variable is some variation of a... View Details

Keywords: by Max H. Bazerman

26 Jun 2017
Research & Ideas

How Cellophane Changed the Way We Shop for Food

development of self-service merchandising systems in American grocery stores, but also revealing how cellophane manufacturers tried to control the narrative of how women buy food. “Cellophane changed how people shopped,” says Ai Hisano,... View Details

Keywords: by Carmen Nobel; Food & Beverage; Retail; Advertising

Teaching Interest

MBA Elective Curriculum Business Marketing and Sales

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

18 Apr 2016
News

Simulated smells and other tricks to make training stick

May 2008 (Revised June 2009)
Case

Finansbank 2006

By: C. Fritz Foley and Linnea Meyer

How do financial policy requirements and benefits of ownership concentration affect the need for and process of corporate restructuring? This case provides students with an opportunity to analyze the restructuring of a Turkish multinational business group by way of a... View Details

Keywords: Leveraged Buyouts; Mergers and Acquisitions; Restructuring; Capital Budgeting; Agreements and Arrangements; Valuation; Turkey; Greece

May 2008
Supplement

Finansbank 2006 (CW)

By: C. Fritz Foley and Linnea Meyer

How do financial policy requirements and benefits of ownership concentration affect the need for and process of corporate restructuring? This case provides students with an opportunity to analyze the restructuring of a Turkish multinational business group by way of a... View Details

Keywords: Mergers and Acquisitions; Restructuring; Financing and Loans; Policy; Compensation and Benefits; Growth and Development Strategy; Ownership; Business and Shareholder Relations; Banking Industry; Russia; Turkey; Romania; Switzerland; Ukraine