CHAPTER 4

Organizational Roles and Responsibilities

The pillars of the organization of the sales function

Every sales team is organized around two pillars: (a) a frontline or front office responsible for managing the customer interface and (b) a back office providing support to the frontline in a number of ways.

In the most fragmented markets, the customer base is made up by many independent stores and a few small independent trade accounts, which can be interfaced and managed by salesmen coordinated on a territorial basis by area sales managers reporting to the national sales director. In this case, the back office consists of a few people, sometimes only an assistant to the sales director. However, the reality of most markets is much more articulated ...

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