Professionalizing the Sales Force at The Veteran Tree
In March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big wasn't a bad thing, but Jim wondered if the way he managed his sales force should change. After all, the most successful companies tend to have more sophisticated management. What decisions needed to be made? Should he change something or continue to act in the same way?
This case is based on the Deodar case, M-1209, by Julián Villanueva and Victoriano Vila, IESE, 2008.
This case is based on the Deodar case, M-1209, by Julián Villanueva and Victoriano Vila, IESE, 2008.
Collection: IESE (España)
Ref: M-1391-E
Format: PDF
Number of pages: 9
Publication Date: Feb 10, 2022
What material is included in this case:
Description
In March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big wasn't a bad thing, but Jim wondered if the way he managed his sales force should change. After all, the most successful companies tend to have more sophisticated management. What decisions needed to be made? Should he change something or continue to act in the same way?
This case is based on the Deodar case, M-1209, by Julián Villanueva and Victoriano Vila, IESE, 2008.
Read more
This case is based on the Deodar case, M-1209, by Julián Villanueva and Victoriano Vila, IESE, 2008.
Year: 2022
Geographic Setting: United States
Industry Setting: Distribution, consumer goods, equipments and warehousing
Learning Objective
This case has been designed to discuss the different sales force management policies (hiring, training, motivation, supervision, evaluation, compensation, and deployment), as well as organizational and sizing issues. It can be used both in introductory MBA courses and in more advanced programs for executives. Overall, the case is particularly well suited as an introductory case for a sales force management module. Some of the teaching objectives of this case are to:
- Show the strategic importance of good management and organization of a sales force and how, in an environment of economic growth, management deficiencies can stay hidden
- Discuss the importance of business metrics for good sales control
- Discuss and evaluate the policies of managing a sales force
- Discuss different sales organization charts (structures). Advantages and disadvantages of each
- Discuss the optimal sizing of a sales force
- Show the strategic importance of good management and organization of a sales force and how, in an environment of economic growth, management deficiencies can stay hidden
- Discuss the importance of business metrics for good sales control
- Discuss and evaluate the policies of managing a sales force
- Discuss different sales organization charts (structures). Advantages and disadvantages of each
- Discuss the optimal sizing of a sales force
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