Why write a new book on sales force management? Obviously, sales and marketing managers have long supervised and controlled salespeople without resorting to the concept of a dynamic sales force management process. Nevertheless, this integrated vision of the control and management of a sales force is likely to add a new dimension to the “classical” conception of sales force management. This new integrative dimension brings together the multiple and complex aspects of a sales force system. This book shows how sales managers can be more effective when they develop such an integrative vision of their mission.

The concept of dynamic management process encompasses more than the traditional managerial functions of situation analysis, planning, program implementation, and control. It includes also the definition of strategic objectives, the translation of those mission objectives into operational and tactical plans and decisions, the constant adjustments of these plans over time, as well as the necessary adaptations of the organization during the process.

The dynamic sales force management process concept relies on a clear vision of a succession of sales missions to be accomplished over time by all the members of a sales team. At each level, the various members of a sales force develop their strategies and tactics that must all contribute to fulfilling the overall missions. The proposed concept builds on the prevalent philosophy of customer relationship management (CRM), and the development of long-term customer relationships that are mutually beneficial.