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Publications

Publications

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  • All HBS Web  (377)
    • News  (26)
    • Research  (332)
    • Multimedia  (2)
  • Faculty Publications  (305)

Show Results For

  • All HBS Web  (377)
    • News  (26)
    • Research  (332)
    • Multimedia  (2)
  • Faculty Publications  (305)
← Page 6 of 377 Results →
  • 25 Oct 2016
  • First Look

October 25, 2016

September–October 2016 European Business Review What Senior Executives Should Know About Sales By: Cespedes, Frank V. Abstract—Business is more complex, data more abundant, and more specialists are needed to... View Details
Keywords: Sean Silverthorne
  • Web

Rock 100: The Summit - Entrepreneurship

recommended reading lists Hand-picked resources for the questions and concerns raised by the Rock 100 founders at the Summit can be found at the links below: B2B Marketing Aligning Strategy and Sales: The Choices, Systems, and Behaviors... View Details
  • 15 Nov 2016
  • News

Field Course Helps Nascent Entrepreneurs Connect with Customers

Frank Cespedes (photo by Neal Hamburg) Frank Cespedes (photo by Neal Hamburg)... View Details
  • 21 Oct 2014
  • First Look

First Look: October 21

  Publications October 2014 Harvard Business Review Press Aligning Strategy and Sales: The Choices, Systems, and Behaviors That Drive Effective Selling By: Cespedes, Frank V. Abstract—There are many books... View Details
Keywords: Sean Silverthorne
  • 05 Dec 2006
  • First Look

First Look: December 5, 2006

factors associated with successful CRM implementation and advance directions for future research. Old Hand or New Blood? Author:Frank V. Cespedes Periodical:Harvard Business Review 84, nos. 7/8 (July-August... View Details
Keywords: Sean Silverthorne
  • 29 May 2012
  • First Look

First Look: May 29

Publication:Stanford Social Innovation Review (summer 2012) Abstract An abstract is unavailable at this time. Read the paper: http://www.ssireview.org/articles/entry/in_search_of_the_hybrid_ideal Coordinating Marketing and Sales in B2B Organizations Author:Frank View Details
Keywords: Sean Silverthorne
  • June 2025
  • Case

TagHive: Edtech Pricing and Distributor Decisions

By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
Citation
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Troncoso, Isamar, Frank V. Cespedes, and Stacy Straaberg. "TagHive: Edtech Pricing and Distributor Decisions." Harvard Business School Case 525-001, June 2025.
  • 01 Sep 2014
  • News

Book Review: Getting Beyond Yes

The Choices, Systems, and Behaviors that Drive Effective Selling, Frank V. Cespedes laments the fact that sales and strategy rarely make a joint and complementary appearance in... View Details
Keywords: Maureen Harmon; faculty research; faculty books
  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
Citation
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Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
  • 01 Feb 2011
  • First Look

First Look: Feb. 1

and where the host does not punish symbiont misbehavior. Coordinating Marketing and Sales in B2B Organizations Authors:Frank V. Cespedes Publication:In Business to Business Marketing Handbook. Edward Elgar... View Details
  • November 15, 2022
  • Article

Using Simulations to Upskill Employees

By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
Reskilling employees tops the agenda in many organizations, according to a LinkedIn report. Korn Ferry estimates an 85-million person talent shortage by 2030, and McKinsey likens the challenge to the shift from agricultural to manufacturing work that occurred in the... View Details
Keywords: Employee Engagement; Managing People; Talent Development; Training; Human Capital; Experience and Expertise; Talent and Talent Management; Retention; Personal Development and Career
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Cespedes, Frank V., Trond Aas, Alex Hunt, and Huw Newton-Hill. "Using Simulations to Upskill Employees." Harvard Business Review (website) (November 15, 2022).
  • September 2018
  • Case

ProdEng: Services for Oil & Gas Extraction

By: Frank V. Cespedes, Maria Fernanda Miguel and Mariana Cal
ProdEng is a venture created as part of a PE fund and provides oil field services in Argentina. In 2016, an industry-wide unforeseen oil and gas demand slump drove ProdEng’s average service rates down by more than 37%, with EBITDA margins falling from 50% to 24% in the... View Details
Keywords: Pricing; Entrepreneurship; Sales; Marketing; Price; Strategy; Latin America; Argentina
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Cespedes, Frank V., Maria Fernanda Miguel, and Mariana Cal. "ProdEng: Services for Oil & Gas Extraction." Harvard Business School Case 819-003, September 2018.
  • November 2024
  • Article

Leadership and Plumbing

By: Frank V. Cespedes
“Leadership” is a growth industry. Amazon lists over 60,000 books on the topic. Most focus on emotional intelligence, charisma, avoiding narcissism (usually someone else’s problem, according to these authors, not their problem) and other personality traits. But as... View Details
Keywords: Leadership Development
Citation
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Cespedes, Frank V. "Leadership and Plumbing." Top Sales Magazine (November 2024), 26–27.
  • March, 2023
  • Article

Linking Value and Price

By: Frank V. Cespedes
Keywords: Customer Value and Value Chain; Price; Salesforce Management
Citation
Read Now
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Cespedes, Frank V. "Linking Value and Price." Top Sales Magazine (March, 2023), 26–27.
  • 2022
  • Chapter

Coordinating Marketing and Sales in B2B Organizations

By: Frank V. Cespedes
This Handbook is targeted at academics and graduate students who want an overview of the academic state of the business-to-business marketing domain and at B2B practitioners who want to be aware of the current state of knowledge in their domains. This chapter examines... View Details
Keywords: B2B Marketing; Marketing
Citation
Related
Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." Chap. 7 in Handbook of Business-to-Business Marketing. 2nd ed. Edited by Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts, 117–137. Edward Elgar Publishing, 2022.
  • July 2018
  • Teaching Note

Cumplo.com

By: Frank V. Cespedes
Teaching Note for HBS No. 818-039. Teaching Note for HBS No. 818-039. Cumplo is a Chilean-based fin-tech startup that provides investors and small businesses with opportunities to access loans and investments in ways distinct from traditional financial institutions in... View Details
Keywords: Fintech; Alternative Finance; Crowdfunding; Crowdlending; Marketing Strategy; Growth and Development Strategy; Social Entrepreneurship; Expansion; Financial Services Industry; Latin America; South America; Chile
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Cespedes, Frank V. "Cumplo.com." Harvard Business School Teaching Note 819-037, July 2018.
  • February 2017
  • Article

Rethinking Sales Compensation

By: Frank V. Cespedes
Compensation is probably the most discussed aspect of sales and the single biggest portion of the more than $900 billion that U.S. companies alone spend annually on sales efforts. But research indicates that less than 10% of companies believe that their sales incentive... View Details
Keywords: Sales; Compensation and Benefits; Motivation and Incentives
Citation
Read Now
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Cespedes, Frank V. "Rethinking Sales Compensation." Top Sales Magazine (February 2017).
  • February 6, 2015
  • Other Article

The Myths Behind Pushy Salespeople

By: Frank V. Cespedes
Keywords: Sales
Citation
Read Now
Related
Cespedes, Frank V. "The Myths Behind Pushy Salespeople." Fortune.com (February 6, 2015).
  • 2003
  • Other Unpublished Work

New Horizons in Selling and Sales Management

By: Frank V. Cespedes
Keywords: Salesforce Management
Citation
Related
Cespedes, Frank V. "New Horizons in Selling and Sales Management." American Marketing Association, January 2003.
  • June 2004
  • Article

Succession and Failure

By: Frank V. Cespedes
Keywords: Failure
Citation
Find at Harvard
Related
Cespedes, Frank V. "Succession and Failure." Harvard Business Review 82, no. 6 (June 2004): 39–47.
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