Research Priorities in Sales Strategy and Performance

Abstract

A set of research issues and questions concerning strategic aspects of the sales function is developed, using as a framework the following “best practices” from industry identified by the Chally Group (1998): (1) establishing a customer-centric culture; (2) market segmentation; (3) market adaptability; (4) information technology; (5) sales, service, and technical support systems; (6) customer feedback and satisfaction; and (7) selecting and developing sales personnel. The article highlights the potential for sales academicians who pursue these research topics to contribute substantively to the effectiveness and efficiency of the sales function in modern organizations.