MKTG08043 2016 Strategic Sales Management

General Details

Full Title
Strategic Sales Management
Transcript Title
Strategic Sales Management
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
08 - NFQ Level 8
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Aine Doherty, Suzanne Ryan
Programme Membership
SG_BIMFR_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with French SG_BIMGE_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with German SG_BIMSP_H08 201900 Bachelor of Business (Honours) in Business in International Marketing with Spanish SG_BBMTS_K08 201900 Bachelor of Business (Honours) in Business L8 (Add-on) DoMTS SG_BINTE_H08 201900 Bachelor of Business (Honours) in International Marketing and Languages

This subject aims to develop an appreciation for the practice of strategic sales management. The student will learn to integrate knowledge, skills and competencies from sales management in order to add value to a business offering. 

Learning Outcomes

On completion of this module the learner will/should be able to;


Appreciate the theoretical concepts and themes of strategic sales and sales management.


Develop a sales culture with a marketing orientation within an organisation.


Appraise the development of the sales team.


Comprehend the management issues in developing and maintaining a sales strategy 


Explore the contemporary issues of strategic sales  and sales management.


Be cognisant with recent articles on strategic sales management.

Teaching and Learning Strategies

The teaching and learning for this module comprises of lectures and tutorials. Readings, workshops, case studies and guest lecturers will also faciliate the teaching and learning of the module.

Module Assessment Strategies

  1. Appreciate the theoretical conecepts of sales and sales management. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam
  2. Develop sales culture with a marketing orientation within an organisation.. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam
  3. Understand the management issues in developing a sales strategy. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam
  4. Investigate the development of the sales team. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam
  5. Explore the contemporary issues of sales and sales management. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam
  6. Be cognisant with recent articles on strategic sales management. eaching methods - Lectures, readings, class discussion and case studies. Assessment method- case study and final exam

Repeat Assessments

The repeat assessments are the same as outlined in the assessment strategies.

Module Dependencies

MKTG06050 201600 Principles of Sales MKTG06051 201600 Online Sales and Sales Practice MKTG07093 201600 Sales Management and Project

Indicative Syllabus

Sales Strategy and Environment

• Appreciate the evolution of the strategic sales organisation.
• Evaluate the changing sales environment.
• Investigate strategic sales leadership. 
• Examine sales force effectiveness.

Sales Management

• Comprehend structuring the sales force for customer and company success.
• Examine sales force‐generated marketing intelligence.
• Understand the management of a Contracted Sales Force (Manufacturer Representatives).
• Evaluate training and rewards.
• Appreciate Job Stress in the Sales Force.
• Explore sizing the sales force and designing sales territories for results.

The Sales Force and the Customer

• Develop customer selection to acquire, retain, and grow.
• Examine customer relationship management strategy and the sales force.
• Comprehend the use of organizational climate in sales force research.
• Explore salespeople's influence on consumers' and business buyers' goals and wellbeing.
• Appreciate sales technology.


The Organization and Sales Relationships

• Examine organizational commitment to sales.
• Explore the strategic role of the selling function.
• Develop sales force agility, strategic thinking, and value propositions.
• Evaluate the importance of effective working relationships between sales and marketing.
• Appreciate marketing as the anchor for sales.


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Case Study Practical Performance Evaluation 50 % Week 11 1,2,3,4,5,6

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Exam Final Exam Closed Book Exam 50 % End of Term 1,2,3,4,5,6

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Flat Classroom Tutorial 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 4 Weekly 4.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2013-01-06 The Oxford Handbook of Strategic Sales and Sales Management (Oxford Handbooks) Oxford University Press
ISBN 0199664617 ISBN-13 9780199664610

The Oxford Handbook of Strategic Sales and Sales Management is an unrivalled overview by leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selling costs require organizations to be more focused on results and highlight the shifting of resources from marketing to sales. Further the growth in customer power now requires a strategic sales response, and not just a tactical one. The positioning of sales within the organization, the sales function and sales management are all discussed.

The Handbook is not a general sales management text about managing a sales force, but will fill a gap in the existing literature through consolidating the current academic research in the sales area. The Handbook is structured around four key topics. The first section explores the strategic positioning of the sales function within the modern organization. The second considers sales management and recent developments. The third section examines the sales relationship with the customer and highlights how sales is responding to the modern environment. Finally, the fourth section reviews the internal composition of sales within the organization. The Handbook will provide a comprehensive introduction to the latest research in sales management, and is suitable for academics, professionals, and those taking professional qualifications in sales and marketing.

Recommended Reading
2009-05-15 Strategic Customer Management: Strategizing the Sales Organization Oxford University Press
ISBN 0199544506 ISBN-13 9780199544509

A revolution is taking place in the way companies organize and manage the "front-end" of their organization, where it meets its customers.

Traditional concepts of sales management, account management, and customer service are being overtaken by initiatives like customer business development, the strategic sales organization, and strategic customer management. This book aims to provide insights into how this revolution is unfolding and to provide a framework for executives and management students to address the issues involved. The book focuses on the transformation of the traditional sales organization into a strategic force leading the strategic customer management process in companies.

Traditionally, the area of sales management has mainly been treated as a tactical, operational topic in the conventional marketing literature--simply part of the communications mix within the planned marketing programme. However, the emergence of major customers as dominant buyers in many sectors as a result of pressures towards consolidation and enhanced scale of operations, is changing the way in which sales issues are addressed in supplier organizations. The growth of new forms of buyer-seller relationship based on collaboration and partnering has encouraged organizations to reconsider the sales and account management operation as an important source of competitive differentiation in commoditized markets. Increasingly, sales is being perceived as a central part of business strategy and attention given to the challenges in better aligning sales processes with strategy. This has many implications for the design of the sales organization and its management strategy, which go far beyond the confines of conventional marketing views.

Recommended Reading
2007-08-24 Rethinking Sales Management: A Strategic Guide for Practitioners Wiley
ISBN 0470513055 ISBN-13 9780470513057

Until recently, sales managers received no specific training for their jobs. However, selling has become more complex with the emergence of regulations and more sophisticated customers. Sales managers need to inspire and achieve sales results by managing teams of professionals and other resources. To do so, they need guidance on dealing with issues that arise in these broader aspects of their role.

This concise guide for sales managers is based on a well-known sales management technique called the customer portfolio matrix. Beth Rogers weaves her version of this throughout, enabling sales managers to see their strategy from the customers point of view. Doing so will allow them to set realistic objectives, design new strategies that add real customer value, avoid wasting time on price-oriented customers and deploy resources for maximum results.

Recommended Reading
2008-03-14 Coaching Salespeople into Sales Champions: A Tactical Playbook for Managers and Executives Wiley
ISBN 0470142510 ISBN-13 9780470142516

Sales training doesnt develop sales champions. Managers do. 

The secret to developing a team of high performers isnt more training but better coaching.  When managers effectively coach their people around best practices, core competencies and the inner game of coaching that develops the champion attitude, it makes your training stick.  With Keith Rosens coaching methodology and proven L.E.A.D.S. Coaching Framework used by the worlds top organizations, youll get your sales and management teams to perform better - fast. 

Coaching Salespeople into Sales Champions is your playbook to creating a thriving coaching culture and building a team of top producers. This book is packed with case studies, a 30 Day Turnaround Strategy for underperformers, a library of coaching templates and scripts, as well as hundreds of powerful coaching questions you can use immediately to coach anyone in any situation.

You will learn how to confidently facilitate powerful, engaging coaching conversations so that your team can resolve their own problems and take ownership of the solution. Youll also discover how to leverage the true power of observation and deliver feedback that results in positive behavioral changes, so that you can successfully motivate and develop your team and each individual to reach business objectives faster.

Winner of Five International Best Book Awards, Coaching Salespeople Into Sales Champions is your tactical, step-by-step playbook for any people manager looking to:

  • Boost sales, productivity and personal accountability, while reducing your workload
  • Conduct customer/pipeline reviews that improve forecast accuracy, customer retention and uncover new selling opportunities
  • Achieve a long term ROI from coaching by ensuring its woven into your daily rhythm of business
  • Design, launch and sustain a successful internal coaching program
  • Turn-around underperformers in 30 days or less
  • Build deeper trust and handle difficult conversations by creating alignment around each persons goals and your objectives
  • Coach and retain your top performers
  • Collaborate more powerfully and communicate like a world-class leader

Training develops salespeople. Coaching develops sales champions. Your new competitive edge.

Recommended Reading
2015-10-21 Sales Management. Simplified.: The Straight Truth About Getting Exceptional Results from Your Sales Team AMACOM
ISBN 0814436439 ISBN-13 9780814436431

Why do sales organizations fall short? Every day, expert consultants like Mike Weinberg are called on by companies large and small to find the answer--and it's one that may surprise you. Typically, the issue lies not with the sales team--but with how it is being led. Through their attitude and actions, senior executives and sales managers unknowingly undermine performance. In "Sales Management. Simplified. "Weinberg tells it straight, calling out the problems plaguing sales forces and the costly mistakes made by even the best-intentioned sales managers. The good news: with the right guidance, results can be transformed. Blending blunt, practical advice with funny stories from the field, this book helps you: Implement a simple framework for sales leadership - Foster a healthy, high-performance sales culture - Conduct productive meetings - Create a killer compensation plan - Put the right people in the right roles - Coach for success - Retain top producers and remediate underperformers - Point salespeople at the proper targets - Sharpen your sales story - Regain control of your calendar - And more Long on solutions and short on platitudes, "Sales Management. Simplified." delivers the tools you need to succeed.

Recommended Reading
2011-10-11 Cracking the Sales Management Code: The Secrets to Measuring and Managing Sales Performance McGraw-Hill Education
ISBN 0071765735 ISBN-13 9780071765732

Cracking the Sales Management Code is a groundbreaking book for sales managers and executives who want greater control over sales performance. Based on new research into how world-class sales forces measure and manage their sellers, it provides a best practice approach to identify and implement the critical activities and metrics that drive business results. It is not a book on organizational leadership, nor is it a book on interpersonal coaching.  It is a book on how to effectively manage a sales force.

Neil Rackham (bestselling author of SPIN Selling) states in his foreword, "There's an acute shortage of good books on the specifics of sales management.  Cracking the Sales Management Code is about the practical specifics of sales management in the new era, and it fills a void."

This book is effectively an operating manual for the sales force. It identifies the 5 fundamental sales processes that can be managed to create desired business outcomes, and it helps readers choose which of the processes are needed to achieve their own strategic objectives. It also provides examples of actual tools and frameworks for sales managers to use, and it gives straight-forward advice on how to change sales force behaviors while avoiding common pitfalls. This book will further help sales forces maximize the usefulness of CRM by defining 3 distinct levels of sales metrics - those you can directly manage, those you can influence, and those that you can only hope to change.

Cracking the Sales Management Code is written in an engaging and narrative way that brings to life the extensive research and practical insights contained within its pages. It is a must-read for anyone in sales management or sales operations who wants to clarify the task of sales management and put in place the strategies, processes, tools, and metrics to proactively manage sales performance.

Recommended Reading
2011-05-03 The Accidental Sales Manager: How to Take Control and Lead Your Sales Team to Record Profits Wiley
ISBN 0470941642 ISBN-13 9780470941645

Key skills to make sales managers better developers of salespeople

Get out of the firefighting business and into the business of developing the people who develop your profits. Successful salespeople rightfully become sales managers because of superior sales records. Yet too often these sales stars get stuck doing their old sales job while also trying to juggle their manager role, and too often companies neglect to train their sales managers how to excel as managers. That's the "sales management trap," and it's exactly what The Accidental Sales Manager addresses and solves.

Full of helpful steps you can apply immediately?whether you're training a sales manager, or are one yourself?this practical guide reveals step-by-step methods sales managers can use to both learn their jobs and lead their teams.

  • Get tactics to stop burning time and exhausting yourself, while taking effective actions to use time better as a leader
  • Discover how to integrate learning into leading and make sales meetings an active conversation on what works and what doesn't
  • Author has a previous bestseller, The Accidental Salesperson

Don't get caught in the "sales management trap" or, if you're in it, get the tools you need to escape it. Get The Accidental Sales Manager and lead your team to do what you do best: make sales, drive profits, and get winning results.

Recommended Reading
2012-11-14 52 Sales Management Tips: The Sales Managers' Success Guide Star Solutions That Achieve Results Inc.
ISBN 0991754603 ISBN-13 9780991754601

52 Sales Management Tips is written for sales managers who struggle within a corporate environment that doesn't always support them or their development needs. Whether you are a sales executive, senior sales leader or a new, experienced or aspiring sales manager I'm confident you will find this book to be a valuable guide to consult whenever you are experiencing problems. 

Front line sales managers are facing unprecedented change. Managers are dealing with increased demands to do more with less and are still expected to drive sales performance. With little support from the next-line of sales management and a lack of relevant courses and ongoing development you may feel stretched to the limit.
Overworked and under-supported front line sales managers are desperately looking for resources to improve their performance. This book was written for sales managers who understand the need to develop themselves. They have figured out that they must take charge of their own success. 
I have distilled over 20 years of my sales management, sales executive and sales executive coaching insights into one simple reference guide. I am always amazed at the positive reaction I continually receive when I share these tips with the sales leaders that I coach. Once you begin, you will immediately begin to benefit from my experience coaching mediocre managers into "star sales leaders." You, yourself will become a sales leader to follow.

Module Resources

URL Resources


Other Resources


Journal of personal selling and management. 

Journal of Marketing 

European journal of marketing 

Harvard Business Review

McKinsey Quarterly 

Slaon Managment review 

Irish marketing review 

Irish journal of marketing 

Magazines/ Newspapers

Marketing Magazine 

Business week 

Business and finance

The Irish Times

The Sunday Business Post