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  • July 2023
  • Teaching Note

Belden and Digital Transformation: From Product Sales to Solutions Sales

By: Frank V. Cespedes
Teaching Note for HBS Case No. 823-002. Belden manufactures devices such as switches, cables, adapters, and connectors. Faced with market changes, the firm initiated a new Enhanced Solutions Delivery (ESD) initiative. In November 2022 executives are evaluating the... View Details
Keywords: Change Management; Digital Transformation; Organizational Change and Adaptation; Sales; Marketing Channels; Manufacturing Industry
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Cespedes, Frank V. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Teaching Note 823-130, July 2023.
  • October 2013 (Revised April 2015)
  • Case

Myomo: Getting Sales in Motion

By: Frank V. Cespedes, Shikhar Ghosh and Matthew Preble
In late 2012, the management team of Myomo, a startup which had designed a unique myoelectric arm brace for patients with dysfunctional arms, was deciding which of the three sales models the company had tested to pursue as its sales strategy going forward. Each model... View Details
Keywords: Technological Innovation; Information Technology; Marketing Strategy; Decision Choices and Conditions; Health Care and Treatment; Business Startups; Sales; Growth and Development Strategy; Medical Devices and Supplies Industry; Health Industry
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Cespedes, Frank V., Shikhar Ghosh, and Matthew Preble. "Myomo: Getting Sales in Motion." Harvard Business School Case 814-034, October 2013. (Revised April 2015.)
  • 12 PM – 1 PM EST, 11 Feb 2016
  • Webinars: Career

Sales Skills Everyone Needs

Are you a sales professional looking to break through the noise? Could you use some insight into leveraging social dynamics and modern persuasion techniques? Whether you are a seasoned sales rep looking to sharpen your skills, or an entrepreneur looking to unravel... View Details

  • 01 Nov 1999
  • Research & Ideas

John H. Patterson and the Sales Strategy of the National Cash Register Company, 1884 to 1922

John H. Patterson created an intricate system of management to monitor and train company salesman. He gave them scripts to memorize and assigned them territory to cover. He held conventions and thematic sales contests, and pressured... View Details
Keywords: by Walter A. Friedman
  • Fast Answer

Entrepreneurial Sales

industry and company context.  Very good for insider takes on companies. Books HOLLIS: Locate books and other resources available at Harvard libraries on marketing, sales, selling, and sales management.  Cases HBS Case Requests... View Details
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • August 2016 (Revised June 2017)
  • Case

Oversight Systems

By: Frank V. Cespedes and Amram Migdal
The case, set in May 2016, discusses sales strategy and managing sales and service at Oversight Systems, an Atlanta, Georgia–based software firm that developed analytics for organizations to monitor their data for errors, fraud, and operational inefficiencies. Included... View Details
Keywords: Sales; Sales Strategy; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Software Sales; Marketing; Marketing Management; Pricing; Salesforce Management; Distribution Channels; Marketing Strategy; Technology Industry; North America; United States; Atlanta; Georgia (state, US)
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Cespedes, Frank V., and Amram Migdal. "Oversight Systems." Harvard Business School Case 817-015, August 2016. (Revised June 2017.)
  • 08 Sep 2014
  • Research & Ideas

The Strategic Way To Hire a Sales Team

Too often, there's a huge gap between a company's overall business strategy and the way its salesforce operates in the field. In fact, says Frank V. Cespedes, articles and books about strategy rarely take... View Details
Keywords: by Carmen Nobel
  • May 1985
  • Supplement

Quaker Oats Co.: Field Sales Force Strategy and Management, R. Balsbaugh Interview, Video

By: John A. Quelch
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Quelch, John A. "Quaker Oats Co.: Field Sales Force Strategy and Management, R. Balsbaugh Interview, Video." Harvard Business School Video Supplement 885-522, May 1985.
  • 09 Dec 2011
  • News

Harvard program puts focus back on sales

  • 27 Oct 2002
  • Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

cooperate, the company's strategy will be inconsistent and weak.— Benson Shapiro If marketing and sales do not cooperate, the company's strategy will be inconsistent and weak;... View Details
Keywords: by Benson Shapiro
  • 01 Apr 1998
  • News

Deals For Sale

often become obsolete in as little as six months, a firm can seldom predict accurately how much of its inventory will actually sell. A company like Compaq, for example, may suddenly find itself with three thousand extra modems on hand. "That's where we come in," says... View Details
Keywords: Judith A. Ross
  • July 2020
  • Technical Note

Digital Natives Growing Without a Sales Force

By: Das Narayandas, Michael Norris and Amram Migdal
This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their... View Details
Keywords: Government Administration; Crisis Management; Health; Health Pandemics; Innovation and Invention; Innovation Leadership; Innovation Strategy; Technological Innovation; Social Issues; Information Technology; Mobile and Wireless Technology; Applications and Software; Technology Adoption; Information Technology Industry; Australia; North and Central America; United States; Illinois; Chicago; California; San Francisco
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Narayandas, Das, Michael Norris, and Amram Migdal. "Digital Natives Growing Without a Sales Force." Harvard Business School Technical Note 521-019, July 2020.
  • 26 Jun 2024
  • News

The Pivitol Alignment between Strategy and Sales - Frank Cespedes, Senior Lecturer at Harvard

  • 01 Mar 2010
  • News

Slum for Sale

A NEW VIEW: Slums occupy valuable real estate in India. Photo courtesy HBS India Research Center Located in Mumbai, India, Dharavi is home to an estimated 700,000 people living on just 551 acres. Featured in the 2008 Oscar-winning film Slumdog Millionaire, Dharavi... View Details
Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services; Administration of Housing Programs, Urban Planning, and Community Development; Government
  • 02 Oct 2014
  • News

Does Your Sales Team Know Your Strategy?

  • 22 Mar 2022
  • News

Frank from Harvard Talks Sales

  • 27 Jan 2022
  • News

Getting The Sales You Need With Frank Cespedes

  • September–October 2016
  • Article

What Senior Executives Should Know About Sales

By: Frank V. Cespedes
Business is more complex, data more abundant, and more specialists are needed to stay up-to-date with functional best practices. As a senior executive, you can worry all you want about disruption, but you need a salesforce aligned with strategy to do something about... View Details
Keywords: Salesforce Management; Management Teams
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Cespedes, Frank V. "What Senior Executives Should Know About Sales." European Business Review (September–October 2016): 10–13.
  • October 2005 (Revised February 2008)
  • Case

Sales Force Integration at FedEx (A)

By: David B. Godes
Federal Express' (FedEx) recent acquisition of RPS--a ground delivery firm--gave the firm the potential to offer a single source for a client's delivery needs. However, to deliver on this potential, the firm needed to deliver the integrated solution through a single... View Details
Keywords: Horizontal Integration; Salesforce Management; Transportation; Compensation and Benefits; Transportation Industry
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Godes, David B. "Sales Force Integration at FedEx (A)." Harvard Business School Case 506-029, October 2005. (Revised February 2008.)
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