Marketing Letters

, Volume 21, Issue 3, pp 239–253

The embedded sales force: Connecting buying and selling organizations

  • Kevin Bradford
  • Steven Brown
  • Shankar Ganesan
  • Gary Hunter
  • Vincent Onyemah
  • Robert Palmatier
  • Dominique Rouziès
  • Rosann Spiro
  • Harish Sujan
  • Barton Weitz
Article

DOI: 10.1007/s11002-010-9106-1

Cite this article as:
Bradford, K., Brown, S., Ganesan, S. et al. Mark Lett (2010) 21: 239. doi:10.1007/s11002-010-9106-1

Abstract

Business-to-business firms are increasingly focusing on building long-term partnering relationships with key customers. Salespeople are often responsible for managing these relationships. To be effective as relationship managers, salespeople need to be embedded in both their firm’s and customers’ organizations. They need to have extensive knowledge of their customers’ business and also know and be able to leverage their firm’s resources to develop offerings tailored to their customers’ needs. Their companies and sales managers need to use different approaches to manage and support salespeople in this new role. In this paper, we examine some issues affecting the interfaces between elements of the embedded sales force and suggest some directions for future research and methods for examining these issues.

Keywords

Sales forceRelationshipEmbedded

Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  • Kevin Bradford
    • 1
  • Steven Brown
    • 2
  • Shankar Ganesan
    • 3
  • Gary Hunter
    • 4
  • Vincent Onyemah
    • 5
  • Robert Palmatier
    • 6
  • Dominique Rouziès
    • 7
  • Rosann Spiro
    • 8
  • Harish Sujan
    • 9
  • Barton Weitz
    • 10
  1. 1.University of Notre DameNotre DameUSA
  2. 2.University of HoustonHoustonUSA
  3. 3.University of ArizonaTucsonUSA
  4. 4.Case Western Reserve UniversityClevelandUSA
  5. 5.Babson CollegeBabson ParkUSA
  6. 6.University of Washington Business SchoolSeattleUSA
  7. 7.HEC School of Management—ParisParisFrance
  8. 8.Indiana UniversityBloomingtonUSA
  9. 9.Tulane UniversityNew OrleansUSA
  10. 10.University of FloridaGainesvilleUSA