Social Network Theory and the Sales Manager Role: Engineering the Right Relationship Flows

Abstract

Sales leadership research has typically taken a leader-focused approach, investigating key questions from a top-down perspective. Yet, considerable research outside sales has advocated a view of leadership which takes into account the fact that employees look beyond a single designated individual for leadership. In particular, the social networks of leaders have been a popular topic of investigation in the management literature, although coverage in the sales literature remains rare. The present paper conceptualizes the sales leadership role as one in which the leader must manage a network of simultaneous of relationships; several types of sales manager relationships, such as the sales-manager-to-top-manager and the sales-manager-to-sales manager relationships, have received limited attention in the sales literature to date. Taking an approach based on social network theory, we develop a conceptualization of the sales manager as a “network engineer,” who must manage multiple relationships, and the flows between them. Drawing from this model, we propose a detailed agenda for future sales research.

Keywords: Sales leadership, sales management, social network, network engineering, flow creation, flow disruption, flow maintenance