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Salesforce Performance: Research Typologies and Future Priorities - Abstract


Michael Ahearne (, University of Houston
Son Lam (, University of Georgia


Salesforce performance figures predominantly in the marketing literature. In B2B marketing, salespeople play three pivotal roles: value creation, customer relationship management, and market-driven learning. In this chapter, the authors identify some of the influential work in those three areas of salesforce performance. By providing a typology of research topics in each area of salesforce performance, the authors also 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, performance during times of change, salesperson as brand ambassador, and the role of salesperson in deep relationships such as channel partnership. The authors also provide brief methodological notes for exploring these topics.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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