Chapter 1. The Role of the Sales Force in the Go-to-Market Strategy
A world-class sales force is a powerful asset for any company, but using a direct selling organization is just one of a whole range of options for going to market. This chapter will help you decide when to use a sales force and when to use other marketing instruments, such as advertising, telesales, and the Internet, to reach your market. The chapter presents a complete framework for determining what role a sales force should play in a firm's go-to-market strategy.
From this chapter you will learn:
How to partition your customers into meaningful groups so that marketing efforts can be prioritized and customized for individual market segments
How to determine the essential work ...
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