MKTG08043 2022 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
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Aileen Brennan, Suzanne Ryan
Programme Membership
SG_BINTE_H08 202200 Bachelor of Business (Honours) in International Marketing and Languages SG_BBMTS_K08 202200 Bachelor of Business (Honours) in Business with Marketing (Add on) SG_BMARK_H08 202200 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 strategic value to different business offerings.

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. Universal design principles are embedded in the teaching and learning of this module.

Module Assessment Strategies

  1. Appreciate the theoretical concepts of sales and sales management. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- report 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- report and final exam
  3. Understand the management issues in developing a sales strategy. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- report and final exam
  4. Investigate the development of the sales team. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- report and final exam
  5. Explore the contemporary issues of sales and sales management. Teaching methods - Lectures, readings, class discussion and case studies. Assessment method- report 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 Coursework Assessment Project 20 % Week 6 1,2
2 Project Coursework 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
Tutorial 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
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
2016 Achieving a Strategic Sales Focus Contemporary Issues and Future Challenges Oxford Univeristy press

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

Recommended 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;

Recommended 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.

Recommended 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.

Required Reading
2021-02-23 Sales Management That Works
ISBN 1633698769 ISBN-13 9781633698765

In this practical and research-based guide for sales managers, Harvard Business School professor Frank Cespedes offers essential strategies for thriving in an industry that never stops changing. The rise of e-commerce. Big data. AI. Given these trends (and many others), there's no doubt that sales is changing. But much of the current conventional wisdom is misleading and not supported by empirical data. If you as a manager fail to separate fact from hype, you will make decisions based on faulty assumptions and, in a competitive market, eventually fall behind those with a keener grasp of the current selling environment. In this book, sales expert and professor Frank Cespedes provides sales managers and executives with the tools they need to separate the signal from the noise. These include how to: Hire the right talentnot just stars Pay and properly incentivize your sales force Improve ROI from your training programs Create a comprehensive sales model that aligns with your strategy Set the right prices Build and manage a multichannel approach Chock-full of examples, research, guidelines, and diagnostics, Sales Management That Works is the book you need to build a great sales team, create an optimal strategy, and steer clear of hype and fads.

Required Reading
2020-08-03 Mastering Global Business Development and Sales Management CRC Press
ISBN 1482226235 ISBN-13 9781482226232

This book focuses on the importance of companies and executives recognizing that their organization is sales driven, and that there is a definite pronounced connection between sales and all other aspects of how a company operates. It details the sales manager's role in developing sales personnel, delivering new business to the organization, and otherwise becoming a driving force for the overall prosperity of the company. The book differentiates itself by providing the essence of international sales management.

Required Reading
2020-09 Sales Truth
ISBN 1400216028 ISBN-13 9781400216024

A blunt wake-up call to salespeople and sales leaders that debunks the myths of the latest miracle solutions and refocuses your sales strategy on a proven approach that will drive the results you want. Can you handle the truth? Can succeeding in sales be as simple as hooking up the latest CRM tool or perfecting your social media profiles and waiting for qualified leads to automatically show up in your inbox? Are you having trouble believing what the new self-proclaimed "experts" keep posting on LinkedIn and beginning to question their proclamation that everything in sales has changed? Welcome to the world of sales, where the one constant you can bank on is the noise from so-called experts and thought leaders who want to convince you everything has changed and that you need their latest tools, toys, or tricks to stay even or get ahead of the pack. Yet, ironically, it seems that the more of these new miracle solutions you adopt, the harder it is to get results. In Sales Truth, Mike Weinberg offers a blunt wake-up call to salespeople and sales leaders on how to get past the noise and nonsense, so you can start winning more New Sales. Here's the truth: Many of these so-called sales experts lack clients, credibility, and a track record of helping sellers achieve breakthrough results. The number of "likes" a sales improvement article receives is often inversely proportional to its accuracy or helpfulness to the typical seller or sales team. What has worked exceedingly well in sales and sales management for the past couple of decades is still the (not so) secret to sales success today, and you can discover these accessible, simple truths and best practices that will drive the results you want in this bold new book. Mike Weinberg, bestselling author of New Sales. Simplified. and Sales Management. Simplified., brings sanity back to the sales effectiveness table by sharing proven strategies that he sees working firsthand across sales teams in a myriad of industries around the globe. Stop looking for the shortcut or secret sales sauce and instead apply Weinberg's proven, powerful principles to help you master the fundamentals of professional selling and create more new sales opportunities than you ever believed possible.

Recommended Reading
2021-05-18 CMO to CRO Lioncrest Publishing
ISBN 1544517807 ISBN-13 9781544517803

As your company's chief marketing officer, you're responsible for your organization's growth and reputation-but you don't have enough control. Your organization works in departmental silos, functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins. You're not the only one who notices-but you are the only one in the perfect position to do something about it. Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team's number one objective a seamless customer experience. You'll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails.This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

Recommended Reading
2020-11-14 The Sales Executive Handbook
ISBN 1735983608 ISBN-13 9781735983608

The Sales Executive Handbook focuses on how to build a sales organization. It offers a structured approach to managing your company's sales function. This streamlined, integrated system can be implemented whether you envision having a small sales team of 1 to 5 sales representatives or a larger sales team.Sales management goes well beyond managing your salespeople. Effective sales management involves putting the right systems and processes in place to ensure your salespeople do the right things, at the right time, to generate the right results. It depends on creating and communicating a sales strategy that supports achievement of your overall company strategy. An effective sales executive puts tools in place - territory plans and reviews, a customer relationship management (CRM) system, and proposal templates and training programs - to help the sales team achieve its goals.This handbook presents the eight essential elements you need to build and manage a sales organization that helps your reps sell effectively and efficiently to your market and drive revenue. The eight elements are pieces of a dynamic puzzle. All the pieces need to fit together, but the shapes change as the competitive environment changes. If you're just getting started with building your sales organization, I recommend reading the entire book. If your sales organization is established, you may choose to focus on specific elements. This book is written so that you can refer to the elements of greatest interest to you.

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 journal of marketing 

Magazines/ Newspapers

Marketing Magazine 

Business week 

Business and finance

The Irish Times

The Sunday Business Post 

URL Resources

Other Resources


Academic Source Complete 

Business Source Complete 


Science Direct 




Additional Information