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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. Chaker, Nawar N. & Habel, Johannes & Hartmann, Nathaniel N. & Johannsen, Felix & Rusche, Heinrich, 2024. "Quiet sellers: When introversion drives salesperson performance," Journal of Retailing, Elsevier, vol. 100(3), pages 456-474.
    3. 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.
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    5. 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).
    6. Faheem Ahmad Khan & Muhammad Umer Quddoos & Nabeel Iqbal Baloch & Muhammad Adeel & Arslan Ahmad Siddiqi & Muhammad Sajid Amin, 2024. "Does Field Managers’ Interactional Monitoring Style Asphyxiate or Stimulate Salespersons’ Performance? An Explanation Through Dual Mediation Process," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 20408-20435, December.
    7. Dayle Childs & Nick Lee & John W. Cadogan & Belinda Dewsnap, 2024. "How within-person research can extend marketing knowledge," Journal of the Academy of Marketing Science, Springer, vol. 52(3), pages 695-714, May.
    8. Danny P. Claro & Carla Ramos & Robert W. Palmatier, 2024. "Dynamic and global drivers of salesperson effectiveness," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 399-425, March.
    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. 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).
    11. 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.
    12. Christian Homburg & Theresa R. Schyma (née Morguet) & Sebastian Hohenberg & Yashar Atefi & Robin-Christopher M. Ruhnau, 2024. "“Coopetition” in the presence of team and individual incentives: Evidence from the advice network of a sales organization," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 306-328, March.
    13. 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.
    14. Valerie Good & Douglas E. Hughes & Ahmet H. Kirca & Sean McGrath, 2022. "A self-determination theory-based meta-analysis on the differential effects of intrinsic and extrinsic motivation on salesperson performance," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 586-614, May.
    15. 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.
    16. 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.
    17. Habel, Johannes & Kadić-Maglajlić, Selma & Hartmann, Nathaniel N. & de Jong, Ad & Zacharias, Nicolas A. & Kosse, Fabian, 2024. "Neuroticism and the sales profession," Organizational Behavior and Human Decision Processes, Elsevier, vol. 184(C).
    18. Nathaniel N. Hartmann & Nawar N. Chaker & Bruno Lussier & Denis Larocque & Johannes Habel, 2024. "A theory of sales system shocks," Journal of the Academy of Marketing Science, Springer, vol. 52(2), pages 261-283, March.
    19. 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.

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