Salesforce Competence Development and Marketing Performance of Industrial and Domestic Products Firms in Nigeria

Asiegbu Ikechukwu Francis (), Awa H. Okorie (), Akpotu Christopher () and Ogbonna U. Benson ()
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Asiegbu Ikechukwu Francis: Department of Marketing University of Port Harcourt, Nigeria
Awa H. Okorie: Department of Marketing University of Port Harcourt, Nigeria
Akpotu Christopher: Department of Business Administration Niger-Delta University Wilberforce Island, Amassoma
Ogbonna U. Benson: Department of Marketing University of Port Harcourt, Nigeria

Far East Journal of Psychology and Business, 2011, vol. 2 No 3 Paper 4 March, issue 4, 43-59

Abstract: Many organizations, including industrial and domestic products firms, no doubt, experience sub-optimal or even poor marketing performance. With the notion that sales force performance positively correlates with marketing performance, organizations view salesforce ineffectiveness and incompetence with grave seriousness and concern. The effect of poor sales force performance is not limited to firms alone but also to the economy by extension. This study surveyed the effects of sales force competence development (SFCD) on such marketing performance metrics as sales growth, sales volume and profitability. A total of 144 copies of questionnaire were administered among Senior Sales Managers, Marketing Managers and Marketing Executives, in the frame of 4 each, of 36 firms drawn randomly from 40 industrial and domestic products firms registered with MAN as at the time of the survey. Analyzing the data using descriptive tables, SPSS Multiple Regression Analysis and Pearson Correlation Coefficient, the interaction between SFCD variables and marketing performance metrics surveyed was found to be statistically significant. The variables of SCFD significantly affect sales growth, sales volume and profitability but mentoring exhibits the most significant effects. Therefore, organizations are advised to be strategic and creative in packaging SFCD programmes to ensure they relate positively with marketing performance metrics.

Keywords: Salesforce competence development; marketing performance; sales growth; sales volume and profitability (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2011
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