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The purpose of this paper is to present a comparison between the traditional methods for the calculation of customer relationship performance and the modern metrics suggested by the current literature in business-to-business (B2B) markets using the Greek maritime shipping industry as an example.

The primary research was conducted in two phases: quantitative analysis of actual measurements and qualitative evaluation of the results. More specifically, in the first phase, the measures used were a collection of traditional and modern customer relationship management (CRM) metrics applied to actual historical data along with statistical data for actual customers of a company supplying services for maritime transportation of containers in the Greek international trade market. For the qualitative evaluation of these results, a semi-structured interview was carried out with seven “specialists/experts” in this business sector, who provided an assessment of the relative worth of each set of CRM measures.

The use of modern customer-centred metrics (Share and Size of Wallet, recency, frequency, monetary value) in the shipping sector of Greek industrial activity is the most profitable and efficient means of decision-making. The qualitative research showed that the customer-centred metrics were judged to be more effective and useful, as they provided a multi-dimensional and multi-layered picture of the current and future situation for the company and its customer base.

To ensure confidentiality of personal information, the research did not use, examine or evaluate the individualized data to preserve the anonymity of the survey sponsor and their specific customers.

This is the first study that examines the effectiveness of different types of CRM metrics in the B2B market, which has, until now, suffered a dearth of empirical studies in the field, especially in the context of national economies that face intense international trading problems and significant reductions in activity in their maritime shipping industry due to the economic recession.

Most strategies stumble in the implementation phase. This article outlines a market‐validated process, and practical guidelines, for deploying well‐calibrated metrics to optimize implementation. The primary audience is mid‐level and senior executives charged with the responsibility for implementing strategy.

This approach focuses on how to design and deploy a balanced set of performance metrics to guide the implementation of strategy. It reviews conventional approaches and pitfalls, citing examples from a diverse array of businesses, then presents “best practices” for measuring what’s important. A key thesis is that good metrics reinforce implementation, while poor metrics actually interfere with implementation.

Misaligned metrics often impede implementation, eliciting counterproductive behavior from key managers. A better approach involves creating and deploying a smaller set of multidimensional metrics, closely aligned with the firm’s strategies. Successful firms move beyond simple budgetary indicators: they formulate a small set of metrics that directs management focus outside the firm (into the marketplace); translate qualitative aspirations into quantitative targets, using a common language; align the firm’s metrics with other managerial systems (like rewards) to motivate and galvanize the management team.

The approach and logic described are universal, but the actual metrics may need to be adapted to fit the strategies, stakeholders, and competitive position of each firm, and refined over time to dovetail with the firm’s budgetary process.

Strategy programs need to be expanded to focus on the implementation process – where performance measurement is instrumental. More attention should be given to simplifying and distilling performance indicators, and broadening and its stakeholders will help facilitate implementation, and ultimately, enhance stakeholder value. managerial perspective so that implementation challenges can be flushed out and resolved.

The rational, practical approach described offers managers specific guidelines for bringing strategies to life – for bridging the gap between aspirations and real performance. It illustrates common pitfalls, and outlines how to measure and optimize performance, improve implementation, and galvanize the management team.

Companies spend millions on training their sales representatives. Thousands of textbooks have been published; thousands of training videos have been recorded. Hundreds of good pieces of advice and tips for sales representatives have been presented along with hundreds of sales methods and techniques. Probably the largest number of indicators and measures are applied in sales and distribution. On the one hand, this is a result of the fact that sales provide revenue and profit to a company; on the other hand, the concept of management by objectives turns out to be most effective in regional sales teams with reference to sales representatives and methods of performance evaluation. As a result, a whole array of indices has been created which enable the evaluation of sales representatives’ work and make it possible to manage goods distribution in a better way.

The indices presented in this chapter are rooted in the consumer market and are applied most often to this type of market (particularly in relation to fast-moving consumer goods at the level of retail trade). Nevertheless, many of them can be used on other markets (services, means of production) and at other trade levels (wholesale).

Although the values of many indices presented herein are usually calculated by market research agencies and delivered to companies in the form of synthetic results, we have placed the emphasis on the ability to determine them independently, both in descriptive and exemplifying terms. We consider it important to understand the genesis of indices and build the ability to interpret them on that basis. What is significant is that the indices can be interpreted differently; the same index may provide a different assessment of a product’s, brand or company’s position in the market depending on the parameters taken into account. Therefore, we strive to show a certain way of thinking rather than give ready-made recipes and cite ‘proven’ principles. Sales and distribution are dynamic phenomena, and limiting them within the framework of ‘one proper’ interpretation would be an intellectual abuse.

The purpose of this paper is to contribute to the understanding of sales performance measurement by developing an organizing framework for classifying sales performance measures based on the various performance criteria used by researchers. Subsequently, the results of both a focus group and in‐depth interviews with sales managers and salespeople will be presented using the classification framework developed. The objective is to determine whether gaps exist between how researchers and practitioners view and classify salesperson performance measures as well as to provide insights to effective sales management practices in areas such as salesperson skill development, goal attainment, resource allocation, and customer relationship management.

A qualitative study, using in‐depth interviews, explores the relationship between sales managers and salespersons and their respective views on sales performance measurement. The interview questions were developed using information derived from a sales executive focus group. In‐person in‐depth interviews were conducted with eight sales managers and eight salespeople from eight organizations.

The paper proposes a new method for organizing the types of performance measures that are used, crossing effectiveness‐efficiency with internally‐externally‐focused measures. The findings indicate that a gap appears to remain between the attributes of performance that researchers focus on and what occurs in the world of sales.

The findings suggest that sales control theories can be used to present an organizing framework of sales performance based on sales outputs, salesperson skill/capability development, sales activities, and market indicators. Our typology might serve as a way to better understand certain research areas where there have been inconsistent findings, and should lead to new measure development for empirical research. In addition, a number of manager and salesperson recommendations for the practicing sales manager are reviewed.

This paper helps to clarify an area that is characterized by ambiguity and an identified need to identify new performance metrics.

The purpose of this research is to examine the relationship of perceptions of organizational justice on the ranking of candidates for incentive bonuses and the impact of organizational culture on these perceptions.

A questionnaire was developed which asked respondents to rank a set of seven candidates for a sales bonus based on deservingness for the bonus. Descriptions of the candidates included information not only on whether they achieved a pre-established metric for the bonus, but on how they achieved (or failed to achieve) the metric. Hypotheses related compliance with norms of organizational justice, both by candidates and the organization, to candidate rank. The survey was administered to a sample of 204 employees of business organizations at all levels obtained through a survey research firm, as well as a sample of 52 employees of organizations in the Christian publishing industry. Nonparametric statistics were used to analyze the results. A comparison was made between the respondents sourced through the research firm, seen as representing the general population and those from the Christian-oriented group.

Hypotheses that respondents will seek to punish violators of justice norms, reward compliers and compensate victims of organizational unfairness were generally supported. More interesting were differences between the groups of respondents from the general population and the group representing Christian-based firms.

This article reveals the impact of organizational culture on the acceptance of incentive systems. The research employed a practitioner survey, rather than more common experimental approach.

The purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation processes.

The paper is conceptual based on a review of academic literature on marketing strategy chronicled in major marketing journals January 1990‐April 2006. We present selected references classified by key marketing strategy topics for further pursuit by interested readers. Also, the paper reflects our experience and views based on practices chronicled in corporate case studies and trade journals.

The literature casts marketing strategy formulation and implementation in the context of strategic planning and marketing strategy process models. The focus of the strategic planning model is on achieving corporate financial objectives through the implementation of product, pricing, promotion, and place (distribution) programs. The focus of the marketing strategy process model is on the formulation of segmentation, targeting, differentiation, and positioning strategies to create, communicate, and deliver the value to the customer resulting in gaining customer satisfaction and loyalty; i.e. marketing objectives.

The propositions and frameworks constitute guidelines useful in the process of marketing strategy formulations and implementation by practitioners and establish bases for academic researchers to test concept validity, examine concept differences, and explore concept relationships.

This paper advances propositions that clearly differentiate, but interrelate, marketing strategy formulation and implementation processes and recast the strategic planning financial‐oriented model and the marketing strategy process models into a set of frameworks to demonstrate that: the road to healthy financial results must first be paved by sound marketing strategies; explicitly state and underscore the role of branding and organizational strategies in mediating formulated marketing strategy into actionable marketing programs; and broaden the concept of firm orientation to reflect its role in mediating corporate strategy into a set of functional strategies including marketing.