NORTHWESTERN UNIVERSITY

KELLOGG SCHOOL OF MANAGEMENT

Marketing 463 Section 71
Sales Force Management
Fall Quarter, 2004

Professor A. Zoltners
Office: Wieboldt Hall
Phone: 847-467-1923
E-mail Address: andy.zoltners@zsassociates.com
COURSE SYLLABUS

SESSION

DATE

TOPIC

READINGS/ASSIGNMENT

9/27

Accelerating Sales Force Performance

A Sales Force Productivity Framework

Read the Sales Force Vignettes

Read Chapter 1: The Role of the Sales Force in the
Go-to-Market Strategy
Read Chapter 2: Sales Force Assessment and Strategy

10/4

Sales Force Productivity Assessment

Sales Force Design Insights

Case Analysis: Milford Industries (A, B, C)

Read Chapter 3: Sizing the Sales Force for Strategic
Advantage

10/11

Sizing the Sales Force for Strategic

Advantage

Read Chapter 4: Structuring the Sales Force for Strategic

Advantage
Case Analysis: Hart Hospital Equipment Sizing and
Structuring

10/18

Structuring the Sales Force for Strategic

Advantage
Geographic Deployment

Case Analysis: Master Cement & Concrete, Inc.

Read Chapter 5: Designing Sales Territories That Increase
Sales
Read: Sales Territory Alignment: An Overlooked Productivity
Tool

10/25

The First-Line Sales Manager

Recruiting the Best Salespeople

Read Chapter 8: The Critical Role of the First-Line Sales

Manager
Case Analysis: Howard, Shea & Chan Asset Management
(A, B, C)
Read: Chapter 6: Recruiting the Best Salespeople

11/1

Performance Management
Motivating the Sales Force

Case Analysis: Ethitex Pharmaceuticals

Case Analysis: Milford Industries (A, B ,C)
Read Chapter 14: Performance Management
Case Analysis: I.M.A.G.E. International
Read Chapter 9: Motivating the Sales Force

11/8

Compensating for Results

Case Analysis: Big City Times

Read Chapter 10: Compensating for Results

11/15

Compensating for Results

Case Analysis: Omega Pharmaceuticals

11/22

Goal and Objective Setting

Sales Force Culture

Case Analysis: Milford Industries (A, B, C)

Read Chapter 11: Setting Effective Goals and Objectives
Read Chapter 15: Building a Potent Sales Force Culture

10

11/29

Sales and Marketing Interface

Sales Force Creation

Case Analysis: DigitalThink: Building a Sales Force

11

12/6

Project Presentations

-1Fall 2004 MBA-Evening Class

CASE DISCUSSION QUESTIONS

SESSION

CASE TITLE

DISCUSSION QUESTIONS

Milford Industries (A, B, C)

1. What are the three most significant sales force issues,

challenges or concerns facing the Capital District?
2. How would you address these issues, challenges or
concerns?

Hart Hospital Equipment Sizing and

Structuring

1. Evaluate the current size and structure proposal.

2. Suggest an alternative if the current proposal can be
improved.

Master Cement & Concrete, Inc.

Give this case a try.

Howard, Shea & Chan Asset Management

(A, B, C)

1. Do you agree with the proposed strategy?

2. Who would you hire?

Ethitex Pharmaceuticals

The Ethitex discussion questions are in the case.

Milford Industries (A, B, C)

1. What kind of performance management system

would you suggest for the Capital District?
2. What would you recommend for the eight
salespeople in the district?

I.M.A.G.E. International

What do you like about Bart Reynolds motivation

programs? What dont you like about them?

Big City Times

Give this case a try.

Omega Pharmaceuticals

Give this case a try.

Milfords Goal Setting

Set quotas for Milfords Capital District.

10

DigitalThink: Building a Sales Force

1. How would you resolve the issues that DigitalThink

is facing (pages 13-14)?
2. Have they overlooked any issues?

-2Fall 2004 MBA-Evening Class