The Drive for Systematic Sales Management: The Sales Excellence Approach as a Roadmap

  • Christian HomburgEmail author
  • Heiko Schäfer
  • Janna Schneider
Part of the Management for Professionals book series (MANAGPROF)


This chapter lays out the basic two-pronged focus of the rest of the book, emphasizing the goals of increasing productivity and increasing customer orientation. The authors also document past research suggesting that the sales organization has the most “upside” (and, consequently, need for improvement) in most organizations, supporting the value of the lessons in this book. Fundamentally, this chapter proposes the basic framework for achieving superior sales results, centering of coordinated efforts in:
  • Sales Management

  • Sales Strategy

  • Information Management

  • Customer Relationship Management

Finally, this chapter lays out the first of the checklists forming the scoring system promoted in Sales Excellence.


Customer Satisfaction Customer Relationship Management Customer Orientation Sales Management Sales Force 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Homburg, Ch, & Daum, D. (1997). Marktorientiertes Kostenmanagement – Kosteneffizienz und Kundennähe verbinden. Frankfurt/Main: Frankfurter Allg. Zeitung, Verl.-Bereich Wirtschaftsbücher.Google Scholar
  2. Homburg, Ch, & Werner, H. (1998). Kundenorientierung mit System – Mit Customer Orientation Management zu profitablem Wachstum. Frankfurt/Main: Campus-Verl.Google Scholar
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  4. Homburg, Ch., Schäfer, H., & Beutin, N. (2002). Sales Excellence – Systematisches Vertriebsmanagement als Schlüssel zum Unternehmenserfolg. Arbeitspapier (M65) des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim, Mannheim.Google Scholar
  5. Jaramillo, F., Mulki, J., & Marshall, G. (2005). A meta-analysis of the relationship between organizational commitment and salesperson job performance: 25 Years of research. Journal of Business Research, 58(6), 705–714.CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
    Email author
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

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