The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics

Schnerrer, Julien

The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics

BWL - Unternehmensführung, Management, Organisation

Zusammenfassung

Inhaltsangabe:Introduction:
Problem Definition:
In recent years many firms in the business to business (B2B) environment were trying to increase their market position by better product portfolios. After these products became more and more complex product oriented firms started to offer services first as a reaction on customer requirements but soon also to create additional revenue on top of the core business. This transformation included that service departments were not longer considered as a cost center but a business unit. With increasing demand for higher customer satisfaction, the recognition that customer requirements must be better understood, but also external drivers e.g. shareholders who pushed firms to focus on core competencies, the term solution was defined as a combination of products and services that are required to gain competitive advantage.
After so called solutions are now known for many years still many companies did not succeed in transforming their businesses. Even worse besides failing in the transformation they sometimes even lost core markets. Scholars work has proven that although well defined in many framework constructs the practical implications for a successful solution transition especially in the sales domain are often not implemented or even unknown. This becomes especially obvious in the metrics that are used by sales organizations today. These do typically not indicate the necessary transformation that is expected due to the solution orientation.
Objectives of This Work:
The overall objective of this thesis is to provide a metric that helps to assess the solution readiness status of a firms sales force. Sales is often considered to be a part of marketing. It will be analyzed to what extent this perspective is justified and how this is influenced by the emergence of solutions. As part of that an overview about the sales marketing interface will be given to create awareness for this topic. This study will furthermore increase the understanding of the reader about applied metric concepts in marketing departments that can be found in existing firms today. It will be demonstrated how shareholder value influenced their design and why these metrics are not aligned with latest research about firm value.
Scope of Work:
This work will outline metric elements that shall be applied for sales forces when moving towards solution orientation.
The structure of this thesis is split into 6 chapters and organized as […]

Leseprobe

Inhaltsverzeichnis

Julien Schnerrer

The Effect of Solution Transition on Steering the Sales Force: A Primer for New

Marketing Metrics

ISBN: 978-3-8428-4432-2

Herstellung: Diplomica® Verlag GmbH, Hamburg, 2012

Zugl. FOM - Fachhochschule für Oekonomie und Management Essen, Essen,

Deutschland, Bachelorarbeit, 2010

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Table of Content

Table of Content... I

Index of Illustrations...III

Index of Tables ... IV

Index of Abbreviations ...V

1. Introduction...- 1 -

1.1.

Problem Definition... - 1 -

1.2.

Objectives of This Work... - 1 -

1.3.

Scope of Work ... - 2 -

2. Role of Marketing in a Firm ...- 3 -

2.1.

Theory of the Firm and the Traditional Role of Marketing... - 3 -

2.2.

Value Creation in a Firm... - 5 -

2.3.

How Marketing Influences the Firm Value ... - 8 -

2.4.

Conclusions about the Role of Marketing... - 11 -

3. The Emergence of Solutions...- 12 -

3.1.

Product Orientation ... - 12 -

3.2.

Service Level Definition... - 13 -

3.3.

Shift from Product to Service Orientation... - 14 -

3.4.

Solution Definition and Demarcation ... - 16 -

3.5.

Drivers for Solution Orientation... - 18 -

3.6.

Conclusions about the Evolution from Product to Solution Orientation ... - 20 -

4. Dominant Metrics used to Determine Marketing and Sales Performance...- 22 -

4.1.

Performance Assessment in Product Centric Firms ... - 22 -

4.2.

Proposal for Joint Marketing Sales Metrics ... - 26 -

4.3.

Key Influencers of Market Success in Service Dominant Markets... - 28 -

4.4.

Sales Force Control Systems and BCCS ... - 29 -

4.5.

Conclusion about Existing Metric Readiness for Solution Orientation... - 31 -

5. Potential Sales Metric Evolution in the Context of Solution Orientation...- 33 -

5.1.

Definition of a Customer Solution ... - 34 -

5.2.

Metrics that Determine Customer Solution Effectiveness... - 35 -

5.3.

Selection of an Appropriate Solution Selling Process ... - 37 -

5.4.

Determinants for Relationship Value... - 41 -

5.5.

Impacting Factors on Interrelationship Performance ... - 43 -

5.6.

Implementation of Consultancy Mind Set in Sales ... - 45 -

5.7.

Sales and Effort Forecast as a Challenge in Solution Business ... - 46 -

5.8.

Growing Importance of Professional Maturity ... - 49 -

5.9.

Independent Measurements that Help to Predict Sales Performance... - 50 -

5.10.

Marketing Sales Interface ... - 53 -

6. Scorecard Metrics to Measure Solution Orientation...- 56 -

6.1.

Discussion... - 56 -

6.2.

Managerial Implications... - 57 -

6.3.

Limitations and Future Research Directions... - 59 -

6.4.

Solution Readiness Metric... - 60 -

Bibliography ...- 61 -

Internet Sources ...- 69 -

III

Index of Illustrations

Figure 1 Linking Market Based Assets to Shareholder Value...- 8 -

Figure 2 The Chain of Marketing Productivity...- 10 -

Figure 3 Attractiveness of After Sales and Service Propositions ...- 14 -

Figure 4 Pseudo Solutions...- 17 -

Figure 5 Complexity of Solution Performance ...- 18 -

Figure 6 Marketing Sales Interface Overview ...- 23 -

Figure 7 Determinants of Salespeople's Performance...- 25 -

Figure 8 Proposed View of a Customer Solution ...- 34 -

Figure 9 Supplier and Customer Variables Affecting Solution Effectiveness...- 35 -

Figure 10 Solution Selling Process and Functional Units Coordinating Stakeholders and

Activities ...- 38 -

Figure 11 The Salesperson as a General Manager...- 39 -

Figure 12 Importance of Several Competences of Solution Selling in Comparison to Selling

Standalone Products...- 40 -

Figure 13 Relationship Benefits and Relationship Cost Impact on Relationship Value .- 42 -

Figure 14 The Customer-Level Consequences of Interaction Orientation ...- 44 -

Index of Tables

Table 1 Attributes of Balance-Sheet and Off-Balance Sheet Assets ...- 7 -

Table 2 Comparison of Goods and Service Centered Views...- 15 -

Table 3 Proposed Scale Refinement for the BCCS Scale...- 31 -

Table 4 Marketing Sales Interface Setups Verbal Cluster Description...- 55 -

Table 5 Solution Readiness Metric for Sales Forces ...- 60 -

Index of Abbreviations

B2B -

Business

CRM -

Customer Relationship Management

Marketing Mix - Product, Price, Place Promotion

Product, Price, Place, Promotion, Physical Evidence, Processes, People

SFC -

Sales Force Control

BCCS -

Babakus and Colleagues Control System

- 1 -

1. Introduction

1.1. Problem

Definition

In recent years many firms in the business to business (B2B) environment were trying to

increase their market position by better product portfolios. After these products became

more and more complex product oriented firms started to offer services first as a reaction

on customer requirements but soon also to create additional revenue on top of the core

business. This transformation included that service departments were not longer considered

as a cost center but a business unit. With increasing demand for higher customer satisfac-

tion, the recognition that customer requirements must be better understood, but also exter-

nal drivers e.g. shareholders who pushed firms to focus on core competencies, the term so-

lution was defined as a combination of products and services that are required to gain com-

petitive advantage.

After so called solutions are now known for many years still many companies did not suc-

ceed in transforming their businesses. Even worse besides failing in the transformation they

sometimes even lost core markets.

Scholars work has proven that although well defined in

many framework constructs the practical implications for a successful solution transition

especially in the sales domain are often not implemented or even unknown. This becomes

especially obvious in the metrics that are used by sales organizations today. These do typi-

cally not indicate the necessary transformation that is expected due to the solution orienta-

tion.

1.2.

Objectives of This Work

The overall objective of this thesis is to provide a metric that helps to assess the solution

readiness status of a firm's sales force. Sales is often considered to be a part of marketing.

It will be analyzed to what extent this perspective is justified and how this is influenced by

cp. Galbraith, Jay R. "Organizing to Deliver Solutions" (Organizational Dynamics, #31/2002) 194-207.

cp. Johansson, Juliet E./Krishnamurthy, Chandru/Schlissberg, Hank E. "Solving the Solutions Problem"

(McKinsey Quarterly #3/2003) 116-125.

cp. Brown, S.P./Evans, K.R./Mantrala, M./Challagalla, G. "Adapting Motivation, Control, and Compensa-

tion Research to a New Environment" (Journal of Personal Selling & Sales Management, #25/2005) 156-167.

cp. Workman, John P./Homburg, Christian/Gruner, Kjell "Marketing Organization: An Integrative Frame-

work of Dimensions and Determinants" (Journal of Marketing, 07/1998) 21-41.

- 2 -

the emergence of solutions. As part of that an overview about the sales marketing interface

will be given to create awareness for this topic. This study will furthermore increase the

understanding of the reader about applied metric concepts in marketing departments that

can be found in existing firms today. It will be demonstrated how shareholder value influ-

enced their design and why these metrics are not aligned with latest research about firm

value.

1.3.

Scope of Work

This work will outline metric elements that shall be applied for sales forces when moving

towards solution orientation.

The structure of this thesis is split into 6 chapters and organized as follows. To begin with

the history of marketing metrics will be portrayed in dependence on the theory of the firm

and its implications on the marketing functions. An explanation will be given in what ways

marketing can influence the firm value and how this shall be measured. Chapter 3 is de-

scribing why solutions are emerging and what consequences can be expected. To achieve a

better understanding the author will depict the product centered logic and how it has been

redeemed by the service centered logic over time. This chapter provides a meaningful in-

sight into product dominated market challenges since the recognition of these is fundamen-

tal to understand the requirements for companies that shift their business from there to-

wards service or solution oriented markets. Chapter 4 will provide an overview about met-

rics that are applied in sales and marketing organizations today and the development of

Sales Force Control systems. After the overview about the historical progress was provided,

considerations about requirements in regards to the sales forces in solution business envi-

ronments are started with chapter 5. First a description of how customers perceive a solu-

tion is given. From there main influencing variables are derived that are likely to impact the

success of sales persons. Major valuable measurement suggestions that are fundamental to

test solution readiness are justified and outlined throughout chapter 5. The thesis is final-

ized with a detailed metric proposal for firms that want to benchmark their sales force

against solution readiness in chapter 6.

- 3 -

2. Role of Marketing in a Firm

This chapter describes the history of metrics in firms and their evolution in marketing de-

partments. Hereafter the influence of marketing on the firm value is portrayed. Objective of

this section is to create awareness why metrics are required and how the idea of firm value

influences its design. At the end of this chapter latest research results about firm value crea-

tion are compared to the currently dominating metrics to identify their suitability.

2.1.

Theory of the Firm and the Traditional Role of Market-

ing

The term "Theory of the firm" is describing which factors are influencing the emergence of

firms, the behavior of firms and what objectives a firm follows. In doing so the theory of

the firm is also trying to explain future activities of companies that are acting in an eco-

nomical environment. An outcome of the theory development is how the value of a firm

can be measured.

According to Anderson the way of value assessment has evolved from the neoclassical

model that focused on single period profit maximization to the market value model in

which a more comprehensive approach is considered. The market value model takes into

account several accounting periods, correlating profit expectations and other variables that

are finally expressed in the firm value or stock price. In stock listed firms the owner is dif-

ferent from the management and may have dissimilar objectives. Thus the question rose in

what way the relationship can be effectively managed to keep control costs low while en-

suring maximization of the firm value. As a result the principal agent theory was formu-

lated to overcome emerging conflicts related to value maximization on the one hand and

more personal objectives on the other.

According to the principal agent theory the firm agents (managers) are supposed to fulfill

tasks in favor of the principal (shareholders). Since agents act mostly under limited obser-

cp. Anderson, P. "Marketing, Strategic Planning and the Theory of the Firm" (Journal of Marketing,

#46/1982) 15-26.

cp. Anderson, P. "Marketing, Strategic Planning and the Theory of the Firm" (Journal of Marketing,

#46/1982) 15-26.

- 4 -

vation of their principals it is required to identify measures that indicate the level of per-

formance of managers to the owners or shareholders.

Another aspect that has been reflected by Anderson is that each department is challenged

for its individual contribution to the value maximization and here the role of marketing

probably changed most significantly. Over time the marketing task has developed from be-

ing responsible for positive product market results to a role in that it is mainly responsible

for the relation to the external environment. In between marketing was forced into a posi-

tion being accountable for financial outcomes which still remains in many firms. This was

caused out of a conflict with finance departments who argued that marketing also shall be

responsible for financial performance indicators. Marketing struggled to develop its own

transparent measurements to indicate its contribution.

Therefore marketing got used to take

the suggested financial figures into account to assess its performance and to justify its exis-

tence. These financial outcomes are named in various ways like return on investment, con-

tribution margin, cash flow or cumulative compounded profits etc. Basically all of them

describe profit maximization which is considered to be the predominant firm objective al-

though it is recognized that firms follow multiple objectives.

These figures however are

most often short sighted and neglect the long term development needs. As a consequence

many companies suffer from missing survival strategies and face tremendous challenges

after a period of success. It is assumed that the short term financial figures orientation foils

the essential role of marketing

which is supposed to align a firm continuously with the

market.

As mentioned by Srivastava et al. stock prices were considered to be the most transparent

identifier of firm value.

There has been a strong belief that a positive stock price trend

results mainly from superior financial achievements. It was observed that applied rules for

cp. Jensen, Michael/Meckling, William "Theory of the firm. Managerial behavior, agency costs, and owner-

ship structure" (Journal of Financial Economics. #4/1976) 305360.

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder Value:

A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

cp Anderson, P. "Marketing, Strategic Planning and the Theory of the Firm" (Journal of Marketing,

#46/1982) 15-26.

cp Anderson, P. "Marketing, Strategic Planning and the Theory of the Firm" (Journal of Marketing,

#46/1982) 15-26.

Day, G.S. "Aligning the Organization with the Market" (MIT Sloan Management Review, #48/2006) 41-49.

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

- 5 -

stock selection are often based on the short term financial performance which is caused by

the dynamic characteristics of investors who often do not consider the long term survival

needs of a firm.

Instead they shift their shares if they sense a better profit maximization

opportunity.

Knowing that value creation in a firm is the fundamental objective of a com-

pany several attempts were made to explain how this can be achieved after doubts raised

those financial figures and outcomes are the only explanation.

2.2.

Value Creation in a Firm

Principal Agent Theory describes the monitoring need due to information asymmetry be-

tween two parties. It can be considered to be the explanation for performance metric emer-

gence. In addition behavioral theories were developed that describe the firm as coalitions of

individuals who follow their own objectives rather than following objectives of their com-

pany.

The term coalition is used by Cyert and March to reflect the different departments

within a firm and external stakeholders like customers, investors and suppliers.

Resource

dependence model as one example of the behavioral theories, explains that each coalition is

mainly interested in its own survival and the chances to achieve that are dependant on the

ability of a coalition to demonstrate its value to other coalitions. The larger the perceived

value of a coalition the more likely it is that this coalition will play a dominant role in the

structure of coalitions.

As a consequence of missing measurements in marketing it has

been supposed that its influence suffered and its importance diminished.

An early attempt

to counteract this development has been the shareholder value methodology in which Day

et al. tried to explain their influence beyond short term financial figures recognizing that

ultimately the increase of shareholder value is desired by investors. The need for share-

holder value enrichment results from the market value model. The theory describes how the

cp. Fornell, Claes/Mithas, Sunil/Morgeson III, Forrest/Krishnan, Mayuram "Customer Satisfaction and

Stock Prices: High Returns, Low Risk" (Journal of Marketing, 1/2006) 3-14.

cp. Levitt, Theodore "Marketing Myopia" (Harvard Business Review, 08/1960) 24-47.

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

cp. Simon, Herbert A. "On the Concept of Organizational Goal" (Administrative Science Quarterly,

06/1964) 1-22.

cp. Cyert, M./March, J.G. "A Behavioral Theory of the Firm" (Englewood Cliffs, 1963) 27.

cp. Pfeffer, Jeffrey/Salancik, Gerald "The External Control of Organizations" (Harper and Row, 1978) 27.

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

- 6 -

marketing activities and market strategy selection influence financial outcomes as the

shareholder value. Its objective is to increase or maximize monetary returns for investors of

a firm based on the firm's marketing activities and especially its strategy.

In the literature

about marketing and finance this methodology has not been very popular. This probably

resulted from the difficulties to link long term oriented marketing activities directly with

respectively financial figures and shareholder value since effects do not occur in the same

accounting period or even worse for finance over several periods.

Nevertheless marketing scholars continued to search for a framework to be accepted being

aware that short term orientation does usually not result in superior long term development.

With an increasing understanding of the marketplace firms began to acknowledge that the

internal and external marketplace is influenced by several goods and conditions.

Market-

ing departments were originally assigned to be mainly responsible to manage the external

product market place while most other firm coalitions are dealing with internal market

places. Product development, market research, channel selection but also advertisements

etc. are tasks that mainly target to support external coalition needs like customers satisfac-

tion and investor pleasure and hence represent fundamental tasks of marketing.

The ability of a firm to address the external product market place can be influenced by

many variables. These were summarized in the marketing mix, the 4Ps, in the past but after

acknowledging that it does not explain all the influence a firm has and that can be impacted

by marketing in particular a more comprehensive approach was introduced by Srivastava et

al. In this augmented view scholars attempted to illustrate how marketing activities that are

not directly linked with a financial result influence the long term well being of a firm. Since

assets are well understood by finance and shareholders marketing used a similar terminol-

ogy when they developed assets that can not be produced by a firm's internal marketplace.

Instead they need to be created with external coalitions and thus result from market interac-

tion. Market based assets are defined as capabilities a firm possesses that leverages its posi-

tion in the market but do not occur on the balance sheet and are mostly intangible. They can

cp. Day, G.S./Fahey, L. "Valuing Market Strategies" (Journal of Marketing, 07/1988) 45-57.

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

cp. Constantin, Lusch "Understanding Resource Management" (Oxford The Planning Form, 1994).

cp Anderson, P. "Marketing, Strategic Planning and the Theory of the Firm" (Journal of Marketing,

#46/1982) 15-26.

- 7 -

be separated into intellectual and relational and are highly dependant on skills and knowl-

edge. They are different to production facilities or sourcing capabilities. Table 1 shows a

comparison of tangible and intangible assets. It also outlines measurement points that shall

help to increase acceptance by correlating positive market results to corresponding property

considerations.

Taken from: Srivastava, Shervani, Fahey; Market-Based Assets and Shareholder Value: A Framework for Analysis (The Journal of

Marketing, 01/1998); 2-18.

Table 1 Attributes of Balance-Sheet and Off-Balance Sheet Assets

Its influence on shareholder value is illustrated in figure 1 on page 8. It depicts the connec-

tion between market based assets that are largely intangible on market performance that

leads to improved cash flows that finally leverage the firm value. As a conclusion it can be

said that intangible assets contribute heavily to a firm's performance and shareholder value.

Considering that most of the intangible assets result from the linkage between a firm and its

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18.

- 8 -

market it is suggested that marketing leads related actions and may apply measurements on

the correlating outcomes.

Taken from: Srivastava, Shervani, Fahey; Market-Based Assets and Shareholder Value: A Framework for Analysis (The Journal of

Marketing, 01/1998); 2-18.

Figure 1 Linking Market Based Assets to Shareholder Value

2.3.

How Marketing Influences the Firm Value

Being aware that market based assets are fundamental to a firm's value and understanding

how these assets can be created it is possible to derive the influence of marketing on firm

value. Since market based assets mainly result from external interactions and therefore

functions that have an external relation market orientation will make a difference. Intangi-

ble assets gain importance and so marketing also would need to gain influence in firms.

Market oriented firms achieve better results and so it is recommended that marketing shall

take leadership in aligning the firm with the market.

A continuous focus on core competences lead to a situation in which it is not very likely

that one firm can offer all required products or services.

Therefore the intangible off bal-

cp. Srivastava, Rajendra/Shervani, Tasadduq A./Fahey, Liam "Market-Based Assets and Shareholder

Value: A Framework for Analysis" (The Journal of Marketing, 01/1998) 2-18

cp. Verhoef, Peter/Leeflang, Peter "Understanding Marketing Department's Influence within a Firm"

(Journal of Marketing, 03/2009); 14-37.

cp. Gouthier, Matthias "Entwicklungspfade und Erfolgsausichten des industriellen Servicegeschäfts. Eine

Bestandsaufnahme" (in Diller, Hermann "Vom Produkt- zum Dienstleistungsgeschäft - Marketingstrategien

für reife Märkte", Nürnberg: Gesellschaft für Innovatives Marketing, 06/2008) 1-20

- 9 -

ance-sheet assets of a firm will be fundamentally influenced by its capability to find its po-

sition in market networks

and deal with market alliances.

According to Simon et al. amongst other scholars Tobin's q is considered to be the value

that mostly explains the impact of marketing on firm value. It reflects the amount of tangi-

ble assets compared to the market value. Positive difference which means higher market

value than tangible asset value requires intangible assets and is to a large degree a result of

external activities.

It shall be beard in mind that accounting systems can manipulate what

is an asset.

The stock market is the benchmarks for most firms and market capitalization or Tobin's q

are its key performance indicators.

Here investors do typically invest if they feel that they

can realize returns while avoiding uncertainties at the same time. The selection of an in-

vestment out of numerous opportunities is mainly based on the expected return and risk

considerations. The desires of stockholders do to a large degree concur with firm owners.

An interesting difference though is the ability of stockholders to move investments more

dynamically if another opportunity promises higher returns. As a consequence stock ana-

lysts did often focus on financial key performance indicators when they tried to identify

opportunities with high return potential. Research in this field has now proven that the like-

lihood of high returns apparently is not dependant on previous financial results but corre-

lates well with customer satisfaction.

This finding is enforced with the recognition that

stock return risks are highly mitigated when the customer satisfaction is high. Hence the

market does not response immediately to changes in customer satisfaction results which is

different to financial performance announcements.

A radical shift is expected since marketing has to transform from being an agent of goods

and services in which it is held accountable for short term financial figures to a customer

cp. Rust, Ambler, Carpenter, Kumar, Srivastava; Measuring Marketing Productivity: Current Knowledge

and Future Directions (Journal of Marketing, 10/2004) 76-89.

cp. Swaminathan, Moorman; Marketing Alliances, Firm Networks, and Firm Value Creation (Journal of

Marketing, 09/2009) 52-69.

cp. Simon, Carol J./Sullivan, Mary W. "The Measurement and Determinants of Brand Equity: Financial

Approach" (Marketing Science, #12/1993) 2852.

cp. Fang, Eric/Palmatier, Robert M./Steenkamp, Jan-Benedict "Effect of Service Transition on Firm Value"

(Journal of Marketing, 09/2008) 1-14.

cp. Fornell, Claes/Mithas, Sunil/Morgeson III, Forrest/Krishnan, Mayuram "Customer Satisfaction and

Stock Prices: High Returns, Low Risk" (Journal of Marketing, 1/2006) 3-14.

cp. Tuli, Kapil R./Bharadwai, Sundar "Customer Satisfaction and Stock Return Risks" (Journal of Market-

ing, 11/2009) 184-197.

- 10 -

consultant role in which marketing's focus are market based assets that enable sustainable

success in the marketplace.

Since this largely impacts the satisfaction felt on consumer

side it will impact the firm value too.

The chain of marketing productivity is illustrated in

figure 2 that associates a wide range of marketing activities with financial outcomes and the

value of the firm. It suggests a flow top down from strategy development, execution and

indicates the visibility in the market place which is at the end Tobin's q.

Taken from: Rust, Ambler, Carpenter, Kumar, Srivastava; Measuring Marketing Productivity: Current Knowledge and Future Direc-

tions (Journal of Marketing, 10/2004) 76-89.

Figure 2 The Chain of Marketing Productivity

cp. Achrol, Kotler; Marketing in the Network Economy (Journal of Marketing, 1999) 146-163.

cp. Rust, Ambler, Carpenter, Kumar, Srivastava; Measuring Marketing Productivity: Current Knowledge

and Future Directions (Journal of Marketing, 10/2004) 76-89.

cp. Rust, Ambler, Carpenter, Kumar, Srivastava; Measuring Marketing Productivity: Current Knowledge

and Future Directions (Journal of Marketing, 10/2004) 76-89.

Details

Seiten
Erscheinungsform: Originalausgabe
Jahr: 2010
ISBN (eBook): 9783842844322
DOI: 10.3239/9783842844322
Dateigröße: 1.4 MB
Sprache: Englisch
Institution / Hochschule: FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule – Marketing, International Management
Erscheinungsdatum: 2012 (Dezember)
Note: 1,7
Schlagworte: lösungsgeschäft vertrieb solution selling account management marketing metrics

Autor

Julien Schnerrer (Autor:in)

The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics

Zusammenfassung

Leseprobe

Inhaltsverzeichnis

Details

Autor

Julien Schnerrer (Autor:in)