Page 187 - HBR's 10 Must Reads - On Sales

Index

account managers, 61–62 buying funnel, 40
Adamson, Brent, 67–82, 101–114, buying process
127–138 achieving consensus in, 127–138
advertising, costs of, 27–28 changes in, 101
advocates, 74–76, 131–132 human factors in, 2–5
alignment, between sales and key players in, 4, 5–14
marketing, 33–37 multiple decision makers in, 104,
Anderson, James C., 115–125 127–138
at-risk pay, 163 psychology of, 1–21
attraction power, 10, 11, 12
authority, 11, 13
Automatic Data Processing (ADP), 81 carryover sales percentage, 57–58
“Challengers,” 72–73
challenger selling, 165–166
Baby Boomers, 164 change, culture of, 55
benefits, 14–16 chief customer officer (CCO), 39
big data, 84–85, 92, 95–99, 155 chief revenue officer (CRO), 39
Bird, Anna, 127–138 Chung, Doug J., 149–160
“Blockers,” 77, 79 “Climbers,” 77, 80
Bonoma, Thomas V., 1–21 coaching, 111
bonuses, 153, 155–158 coercive power, 10–11
brand awareness, 40, 41 collaboration, 95, 96–98, 105
brand consideration, 40 commission-based pay, 151–153.
brand preference, 40, 41 See also compensation
break-even ratio, for sales force commission caps, 150, 151, 156, 159
size, 56 common ground, identifying,
business creation, 123–124 among stakeholders, 132–134
business growth, 143–145 communication
business jets, 3–5 informal, 111
business life cycle, sales force between sales and marketing,
structure and, 45–65 35–36
business value, 132 compensation
buyers at-risk pay, 163
behavioral clues for identifying, based on activities, 164
13–14 bonuses, 153, 155–158
gathering psychological commission caps, 150, 151, 156, 159
intelligence on, 18–21 customized pay plans, 163
motivations of, 14–16 globalization and, 165
perceptions of, 16–18 vs. intrinsic rewards, 113–114
powerful, 9–14 mistakes in, 161–162
self-interest of, 3, 14 as motivator, 149–160, 162
See also customers organizational culture and,
buying center, 5–9, 13–14 166–167

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