ABSTRACT
Many organizations, including
industrial and domestic products firms, no doubt, experience sub-optimal or
even poor marketing performance. With the notion that sales force performance
positively correlates with marketing performance, organizations view sales
force ineffectiveness and incompetence with grave seriousness and concern. The
effect of poor sales force performance is not limited to firms alone but also
to the economy by extension. This study surveyed the impact of an effective
sales force on organizational performance on such marketing performance metrics
as sales growth, sales volume and profitability. A total of 144 copies of
questionnaire were administered among Senior Sales Managers, Marketing Managers
and Marketing Executives, in the frame of respondents. The sample size was
drawn randomly and 36 out of 40 were randomly selected as the sample size. The
data were analyzed using descriptive tables, Multiple Regression Analysis and
Pearson Correlation Coefficient, the interaction between effective sales force
variables and marketing performance metrics surveyed was found to be statistically
significant. The variables of effective sales force significantly affect sales
growth, sales volume and profitability but mentoring exhibits the most
significant effects. Therefore, organizations are advised to be strategic and
creative in packaging sales force competence development (SFCD) programmes to
ensure they relate positively with marketing performance metrics.
AHAOTU, A (2021). Impact Of An Effective Sales Force On Organizational Performance (A Study Of Unilever Plc.). Repository.mouau.edu.ng: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/impact-of-an-effective-sales-force-on-organizational-performance-a-study-of-unilever-plc-7-2
AMARACHI, AHAOTU. "Impact Of An Effective Sales Force On Organizational Performance (A Study Of Unilever Plc.)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 04 Aug. 2021, https://repository.mouau.edu.ng/work/view/impact-of-an-effective-sales-force-on-organizational-performance-a-study-of-unilever-plc-7-2. Accessed 25 Dec. 2024.
AMARACHI, AHAOTU. "Impact Of An Effective Sales Force On Organizational Performance (A Study Of Unilever Plc.)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 04 Aug. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/impact-of-an-effective-sales-force-on-organizational-performance-a-study-of-unilever-plc-7-2 >.
AMARACHI, AHAOTU. "Impact Of An Effective Sales Force On Organizational Performance (A Study Of Unilever Plc.)" Repository.mouau.edu.ng (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/impact-of-an-effective-sales-force-on-organizational-performance-a-study-of-unilever-plc-7-2