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Operationalizing salesperson performance with secondary data: aligning practice, scholarship, and theory

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  • Willy Bolander

    (College of Business, Florida State University)

  • Nawar N. Chaker

    (E.J. Ourso College of Business. Louisiana State University)

  • Alec Pappas

    (College of Business, Florida State University)

  • Daniel R. Bradbury

    (College of Business, Florida State University)

Abstract

Despite the large body of research that examines the determinants of salesperson performance, significant variation exists regarding how scholars can operationalize salesperson performance using secondary, firm-provided data. Moreover, this variation often exists without explanation or justification. We explore the issue in three parts. First, we conduct practitioner surveys to discover various salesperson performance operationalizations (SPOs) in use by salespeople and sales managers. Second, using a carefully constructed and theoretically driven evaluative framework, we conduct a systematic review of the literature on salesperson performance that encompasses over thirty years of empirical research on the subject; this review allows us to better understand the SPOs that scholars use. Third, we compare these practitioner and scholarly perspectives to create a comprehensive conceptual model of the different types of SPOs. The model highlights theoretical insights and provides guidance to scholars and reviewers related to the selection of appropriate SPOs for meeting specific research objectives.

Suggested Citation

  • Willy Bolander & Nawar N. Chaker & Alec Pappas & Daniel R. Bradbury, 2021. "Operationalizing salesperson performance with secondary data: aligning practice, scholarship, and theory," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 462-481, May.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:3:d:10.1007_s11747-020-00752-0
    DOI: 10.1007/s11747-020-00752-0
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    Cited by:

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    2. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).
    3. Dishop, Christopher R. & Good, Valerie, 2022. "A dynamic system of job performance with goals and leadership changes as shocks," Journal of Business Research, Elsevier, vol. 139(C), pages 602-613.
    4. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
    5. Fred Miao & Yi Zheng & Zhimei Zang & Douglas B. Grisaffe & Kenneth Evans, 2022. "Managing differential effects of salespersons’ regulatory foci–a dual process model of dominant and supplemental pathways," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 563-585, May.
    6. Peesker, Karen M. & Kerr, Peter D. & Bolander, Willy & Ryals, Lynette J. & Lister, Jonathan A. & Dover, Howard F., 2022. "Hiring for sales success: The emerging importance of salesperson analytical skills," Journal of Business Research, Elsevier, vol. 144(C), pages 17-30.
    7. Faheem Ahmad Khan & Tahir Saeed & Muhammad Umer Quddoos & S.M. Ali Zaidi, 2022. "The Effect of Transformational Leadership Style on Emotional Engagement of Salespersons and its Downstream Effect on Creative Performance: Role of Meaningfulness in Work," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 163-172, December.
    8. Ryan Mullins & Raj Agnihotri, 2022. "Digital selling: organizational and managerial influences for frontline readiness and effectiveness," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 800-821, July.
    9. Marie Louise Radanielina Hita & Yany Grégoire & Bruno Lussier & Simon Boissonneault & Christian Vandenberghe & Sylvain Sénécal, 2023. "An extended health belief model for COVID-19: understanding the media-based processes leading to social distancing and panic buying," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 132-152, January.
    10. Sebastian Forkmann & Ryan Mullins & Stephan C. Henneberg & Thomas L. Baker, 2022. "Choreographing salesperson face-to-face visits with a buyer organization: a social network perspective," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 615-638, May.
    11. Caroline Glackin & Murat Adivar, 2023. "Modeling independent sales representative performance: application of predictive analytics in direct selling for improved outcomes," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 613-628, December.

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