Sales Force Performance: A Typology and Future Research Priorities

Abstract

Sales force performance is predominant in the B2B marketing literature. This chapter reviews how sales force performance has been defined, operationalized and measured. By providing a typology of sales force performance along two dimensions - namely positive versus negative performance and behavioral versus outcome performance - we outline some important gaps in this body of literature and propose avenues for further research. Much emphasis is placed on contemporary topics that are managerially relevant, including team selling, sales force performance during times of change and salespeople as brand ambassadors. We also provide brief methodological notes for exploring these topics.

Keywords: sales force performance, in-role and extra-role performance, positive and negative performance, behavior- and outcome-based control systems, sales teams, multilevel analysis, internal marketing

JEL Classification: M30, M31, M10, M13