Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems

Perspectives on Behavior-Based
Versus Outcome-Based Salesforce

Control Systems

Forms of control systems used in salesforce evaluation and based on the monitoring of outcomes or of
behaviors are described, contrasted, and evaluated in terms of emerging theories in economics, orga-
nization theory, and cognitive psychology. Generally, the principles of behavior control as opposed to
outcome control are found to be consistent with these theoretical perspectives with exceptions as noted,
though studies of descriptive trends suggest that outcome control remains useful as a sales management
philosophy. The authors conclude with a set of propositions intended to stimulate research on the man-
agerial and behavioral consequences of the two control philosophies.

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