Sales Force Productivity Conference

23-25 October 2019 | Atlanta | Ritz-Carlton Atlanta

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COURSE – Launching a Commercial Effectiveness Initiative

4:00 p.m. to 5:45 p.m.

MON 15 OCT 2018

Plaza Ballroom

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The Sales Management Association’s research shows that large sales organizations undergo a comprehensive change management initiative every three years, on average. These initiatives refocus priorities around sales and growth strategy, organization design, sales process management, and sales performance objectives. Sales force effectiveness initiatives may fall short in one crucial way: they may fail to appropriately align the firm’s other functions in support of the sales organization’s objectives.

Commercial effectiveness embraces the broader continuum of customer contact and support functions, including marketing, customer success, and service delivery, functions that play an important and increasingly integrated role in realizing the firm’s revenue objectives.

In this short course, we cover the essential components of commercial excellence, and how to structure successful internal improvement initiatives in this area. Topics include assessment approaches, work plan design, and implementation challenges. The session includes a practitioner panel of firms who’ve recently embarked on or completed comprehensive commercial effectiveness projects.


Bob Kelly

Bob Kelly Sales Management Association Chairman


Sales Management Association

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Bob Sanders

Executive Vice President of Sales

Reflect Systems

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George Nichols

Director of Sales

Emerson Commercial & Residential Solutions

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Margaret Piekarski


LEAD Training and Consulting

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Steve Penn

Senior Vice President, Sales and Marketing


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Sponsorship opportunites are now available for The Sales Management Association's Sales Force
Productivity Conference - Click here for complete sponsor list

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Hotel Info

The Ritz-Carlton Atlanta
181 Peachtree Street NE
Atlanta, Georgia 30303 

Tel. +1 (404) 659-0400

Hotel Info

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