文档介绍：V. Kumar, Rajkumar Venkatesan, & Werner Reinartz
Performance Implications of
Adopting a Customer-Focused Sales
Campaign
Through field experiments conducted in two business-to-business firms, the authors evaluate the financial and
relational consequences of adopting a customer focus in sales campaigns. In both the experiments, salespeople
adopting the customer-focused sales campaign coordinated their sales calls with the objective of selling all the
products that a customer was predicted to purchase only at the time the customer was expected to purchase. The
pare this strategy with the current practice in anization in which salespeople for each product
category independently contacted the customers who were expected to purchase in that category without any
guidance on the expected timing of customer purchase. The experiments show that adopting a customer-focused
sales campaign can significantly increase firm profits and return on investment. The total incremental profits
obtained from implementing the customer-focused sales campaign was more than $1 million. High-revenue
customers were the source of improvements in the efficiency of marketing contacts, whereas low-revenue
customers were the source of improvements in the effectiveness of the marketing contacts. A customer-focused
sales campaign also improved the relationship quality between the customer and the firm. This research provides
empirical evidence for theoretical expectations of the benefits provided by a customer-focused sales campaign.
Organizations can use the field experiments illustrated in this study as a template for implementing the first step in
migrating to a customer-anization.
Keywords: customer focus, field experiment, cross-selling, performance metrics, sales force coordination
ccording to a 2003 Gartner Report (Shah et al. 2006, siCo, anized their marketing and sales activities
p. 1), “By 2007, fewer than 20 percent of marketing around the products they offer rather t