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| Author: | Horsky, D. Nelson, P. |
| Title: | Evaluation of salesforce size and productivity through efficient frontier benchmarking |
| Journal: | Marketing Science
1996 : VOL. 15:4, p. 301-320 |
| Index terms: | BENCHMARKING PRODUCTIVITY SALES EVALUATION |
| Language: | eng |
| Abstract: | This study suggests a procedure for evaluating the size, allocation and productivity of a salesforce. The "Top down" procedure can be used by management in parallel to, and as an objective check of, the more conventional and more subjective "Bottom up" approach to salesforce effort allocation. The procedure can be viewed as a macrolevel decision tool, and it can also generate interesting micro-level managerial insights. The "Top down" procedure is illustrated for two salesforces, and in both cases the regression-based analysis would have resulted in a declaration that the status quo was close to optimal, while the frontier-based analysis pointed out that strong gains were possible in certain districts. |
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