MKTG08043 2021 Strategic Sales Management

General Details

Full Title
Strategic Sales Management
Transcript Title
Strategic Sales Management
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
08 - NFQ Level 8
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Suzanne Ryan
Programme Membership
SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing

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.

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

Repeat Assessments

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

Indicative Syllabus

Sales Strategy and Environment (LO1,2&5)

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

Sales Management (LO1,2,3,4&5)

• 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 in B2C & B2B (LO1,2,3,4&5)

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


The Organisation and Sales Relationships (LO1,2,3,4&5)

• Examine organisational 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 Project Continuous Assessment Project 20 % Week 6 1,2
2 Project Continuous Assessment Project 30 % Week 11 3,4,5

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

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 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 3.00 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.

Required Reading
2018 Selling
ISBN 1259573206 ISBN-13 9781259573200

Required Reading
2010 Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products McGraw Hill

Required Reading
2016 Achieving a Strategic Sales Focus Contemporary Issues and Future Challenges Oxford Univeristy press

Required Reading
2019 Selling: Building Partnerships McGraw Hill

Required Reading
2019-05-07 Sales Management Essentials Independently Published
ISBN 1097293920 ISBN-13 9781097293926

Sales management isn't a simple subject by any means. But at the same time, it does have some basic and somewhat simple fundamentals--and that is what we are bringing to you with this book. First come pain points of sales management, and how to overcome them. These pain points fall into 3 basic categories: management, technology and people. We'll cover each briefly but thoroughly enough to give you a grounding.

Required Reading
07/05/2019 Sales Truth: Debunk the Myths. Apply Powerful Principles. Win More Independently published

Required Reading
2019-10-22 Sales Management Success John Wiley & Sons
ISBN 9781119575924 ISBN-13 1119575923

The most up-to-date and proven strategies from the CEO of Porter Henry & Co., written exclusively for sales managers Sales Management Success: Optimizing Performance to Build a Powerful Sales Team contains a leading-edge training program that is filled with state-of-the-art approaches specifically designed for sales managers. Drawing on the authors experience as the CEO of Porter Henry & Co. (the oldest sales-force training company in the world), Warren Kurzrock details the 8 most critical abilities and strategies in the sales manager's job. The Porter Henry process has proven to routinely help teams and individuals multiply their bottom-line results. While all major companies provide basic orientations for new sales managers, these sessions are usually focused on policy, procedure, product, and marketing information. Most companies spend huge amounts of money on sales training new employees but do little for sales manager development. Written for sales executives in an appealing, upbeat tone, the book is well-grounded in research and real-world experience, as well as proven ideas and tools. The 8 strategies are supported with illustrative examples and quotes from successful sales executives. This must-have book: Contains the most up-to-date strategies for sales executives Offers compelling real-world examples Includes the ideas and tools that can be put into action immediately Draws on the experience of the CEO of Porter Henry & Co. Reinforces the immediate application and learning with assessments, exercises, professional toolbox Sales Management Success: Optimizing Performance to Build a Powerful Sales Team offers a well-organized, real-world process for today's sales leader to meet the challenge of a most challenging, chaotic job.

Required Reading
08/12/2020 Sales Force Management: Leadership, Innovation, Technology Routledge;

Required Reading
2011-09-20 Cracking the Sales Management Code: The Secrets to Measuring and Managing Sales Performance McGraw Hill Professional
ISBN 9780071765732 ISBN-13 0071765735

Boost sales results by zeroing in on the metrics that matter most Sales may be an art, but sales management is a science. Cracking the Sales Management Code reveals that science and gives practical steps to identify the metrics you must measure to manage toward success. Arthur Dorfman, National Vice President, SAP Cracking the Sales Management Code is a must-read for anyone who wants to bring his or her sales management team into the 21st century. Mike Nathe, Senior Vice President, Essilor Laboratories of America The authors correctly assert that the proliferation of management reporting has created a false sense of control for sales executives. Real control is derived from clear direction to the fieldand this book tells how do to that in an easy-to-understand, actionable manner. Michael R. Jenkins, Signature Client Vice President, AT&T Global Enterprise Solutions There are things that can be managed in a sales force, and there are things that cannot. Too often sales management doesnt see the difference. This book is invaluable because it reveals the manageable activities that actually drive sales results. John Davis, Vice President, St. Jude Medical Cracking the Sales Management Code is one of the most important resources available on effective sales management. . . . It should be required reading for every sales leader. Bob Kelly, Chairman, The Sales Management Association A must-read for managers who want to have a greater impact on sales force performance. James Lattin, Robert A. Magowan Professor of Marketing, Graduate School of Business, Stanford University This book offers a solution to close the gap between sales processes and business results. It shows a new way to think critically about the strategies and tactics necessary to move a sales team from good to great! Anita Abjornson, Sales Management Effectiveness, Abbott Laboratories About the Book: There are literally thousands of books on selling, coaching, and leadership, but what about the particulars of managing a sales force? Where are the frameworks, metrics, and best practices to help you succeed? Based on extensive research into how world-class companies measure and manage their sales forces, Cracking the Sales Management Code is the first operating manual for sales management. In it you will discover: The five critical processes that drive sales performance How to choose the right processes for your own team The three levels of sales metrics you must collect Which metrics you can manage and which ones you cant How to prioritize conflicting sales objectives How to align seller activities with business results How to use CRM to improve the impact of coaching As Neil Rackham writes in the foreword: Theres 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. Cracking the Sales Management Code fills that void by providing foundational knowledge about how the sales force works. It reveals the gears and levers that actually control sales results. It adds clarity to things that you intuitively know and provides insight into things that you dont. It will change the way you manage your sellers from day to day, as well as the results you get from year to year.

Required Reading
2018-06-03 The Agile Leader Kogan Page
ISBN 0749482737 ISBN-13 9780749482732

Harness a powerful leadership programme based on agile thinking to best deal with the modern, uncertain, volatile and ambiguous business world.

Module Resources

Non ISBN Literary Resources
Journal 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 

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 


Additional Information

WARC Database