Salesforce Management - Publications - Faculty & Research - Harvard Business School

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July 1993
Case

ABB Deutschland (Abridged)

By: Christopher A. Bartlett

Focuses in detail on implementing a corporate restructuring program in ABB's German subsidiary. Special attention is given to Germany's unique form of industrial governance. Two major problem areas--power plants and power transformers--are described in detail. ABB's... View Details

Keywords: Restructuring; Energy Generation; Corporate Governance; Factories, Labs, and Plants; Salesforce Management; Policy; Organizational Culture; Energy Industry; Germany

2020
Article

A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?

By: Doug J. Chung, Byungyeon Kim and Niladri B. Syam

Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role... View Details

Keywords: Sales Compensation; Sales Management; Sales Strategy; Principal-agent Theory; Structural Econometrics; Field Experiments; Machine Learning; Artificial Intelligence; Salesforce Management; Compensation and Benefits; Motivation and Incentives; AI and Machine Learning

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Article

How Long Can a Company Thrive Doing Just One Thing?

By: Andy Wu and Scott Duke Kominers

The news that the chat app Slack was being sold to veteran customer relationship management company Salesforce for $27.7 billion raised a lot of eyebrows. Why sell after a year of explosive growth? The deal, however, epitomizes a question facing so-called best-of-breed... View Details

Keywords: Best-of-breed Companies; Competitive Advantage; Competitive Strategy

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Rajiv Lal

Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School. He is currently teaching an elective MBA course on the Business of Smart Connected Products/IOT. He has been responsible for the retailing curriculum and has served as the course... View Details

July 9, 2019
Article

Setting Better Sales Goals with Analytics

By: Doug J. Chung, Isabel Huber, Vinay Murthy, Varun Sunku and Marije Weber

Sales compensation is a critical lever in motivating a salesforce and driving growth in the business-to-business sector: Studies show that revising compensation in line with market trends can have a 50% greater impact on sales than advertisements have, for instance. A... View Details

Keywords: Analytics; Salesforce Management; Compensation and Benefits; Motivation and Incentives; Goals and Objectives

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February 1992 (Revised December 1992)
Case

MCI Vision (A)

By: Frank V. Cespedes

This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details

Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy

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January 2018 (Revised March 2020)
Case

SAP: Branding in the Digital Age

By: Das Narayandas and Amram Migdal

By 2017, digital, social, and mobile technologies were rapidly changing the way many of SAP’s traditional customers did business over the last decade. In response to this trend, SAP had acquired companies with capabilities in e-commerce, human capital, workforce... View Details

Keywords: Brand Positioning; Marketing; Sales; Brands and Branding; Strategy; Technology Industry

December 1998 (Revised December 1999)
Case

Morgan Stanley Dean Witter Private Client Services

By: Thomas J. DeLong, David M. Darst, Ann K Rusher and Catherine M. Conneely

The 1997 merger of retail giant Dean Witter and investment bank Morgan Stanley was a year old when Bob Sculthorpe was appointed director of Private Client Services (PCS) at Morgan Stanley Dean Witter (MSDW). The firm was still operating under two separate broker-dealer... View Details

Keywords: Mergers and Acquisitions; Business Divisions; Investment Banking; Brands and Branding; Salesforce Management; Competitive Strategy; Retail Industry

22 Aug 2017
First Look

First Look at New Research and Ideas, August 23

reason to reject the moral approach and to adopt the institutional approach instead. The commentary highlights key questions that need to be addressed if human rights are to play a central role in framing the responsibilities of business and helping View Details

Keywords: Sean Silverthorne

November 2016 (Revised October 2018)
Case

Formlabs: Selling a New 3D Printer

By: Frank V. Cespedes, Olivia Hull and Amram Migdal

Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and... View Details

April 2018
Teaching Note

Formlabs: Selling a New 3D Printer

By: Frank Cespedes

Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details

March 2024 (Revised May 2024)
Case

Amperity: First-Party Data at a Crossroads

By: Elie Ofek, Hema Yoganarasimhan and Alexis Lefort

In the summer of 2023, Amperity management was facing a critical decision on its future direction. Given the dramatic changes occurring within the digital advertising ecosystem, as concerns over consumer privacy placed limits on the ability to engage in third-party... View Details

Keywords: AI and Machine Learning; Technology Adoption; Business Strategy; Digital Marketing; Price; Product; Business or Company Management; Advertising Industry

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

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

Management That Works: How to Sell in a World That Never Stops Changing, Cespedes, a senior lecturer at Harvard Business School, offers research-based insight and context, and presents sales productivity not only as a core way to increase... View Details

Keywords: by Kristen Senz

June 2013
Teaching Note

Elasto Therm: The Next Step

By: Jim Sharpe

Keywords: Entrepreneurial Organizations; Entrepreneurs; Careers; Empowerment; Job Design; Sales Channels; Sales Force Management; Pricing Strategy; Pricing; Pricing Policies; Employee Empowerment; Customer Focus; Entrepreneurship; Salesforce Management; Customer Focus and Relationships; Rubber Industry; United States

March 2016 (Revised May 2018)
Case

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Information Technology; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Internet and the Web; Mobile and Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

March 2011 (Revised March 2012)
Case

Arck Systems

By: Ian Larkin

The Arck Systems series of cases describes the dilemmas faced by a senior sales manager in determining a sales compensation plan at an enterprise software company. The existing compensation plan is aggressive and highly rewards "star" performers. The cases track a... View Details

Keywords: Compensation and Benefits; Retention; Performance Effectiveness; Salesforce Management; Motivation and Incentives; Software; Information Technology Industry

May 2013
Case

Wendy Peterson

By: Linda A. Hill and Alisa Zalosh

Wendy Peterson was recently promoted to Vice President of Sales at the Plano, Texas, office of AccountBack, an accounting software and services company. To penetrate a perceived market niche, Peterson hires Fred (Xing) Wu, whose familiarity with and access to Chinese... View Details

Keywords: Leadership; Conflict Management; Salesforce Management; Rank and Position; Performance Evaluation; Management Teams; Cross-Cultural and Cross-Border Issues; Accounting Industry; Texas

January 2014 (Revised August 2017)
Case

StepSmart Fitness

By: Robert J. Dolan, Benson P. Shapiro and Alisa Zalosh

StepSmart Fitness, a manufacturer of exercise equipment, is undergoing a sweeping reorganization. The new CEO has terminated the District Sales Director and Regional VP and promoted 30-year-old Benjamin Cooper to manage the underperforming New England district. A... View Details

Keywords: Analysis; Restructuring; Salesforce Management; Management Succession; Performance Improvement; Manufacturing Industry; Sports Industry; New England

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

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