About the Contributors

BRENT ADAMSON is a managing director at Corporate Executive Board.

JAMES C. ANDERSON is the William L. Ford Professor of Marketing and Wholesale Distribution at Northwestern University’s Kellogg School of Management.

ANNA BIRD is a director of strategic research for CEB Marketing.

THOMAS V. BONOMA was a professor of marketing at Harvard Business School, in Boston, and the founder of Renaissance Cosmetics, in Stamford, Connecticut. He authored several books and HBR articles.

DOUG J. CHUNG is an assistant professor of marketing at Harvard Business School.

MATTHEW DIXON is an executive director at Corporate Executive Board.

MANISH GOYAL is a partner at McKinsey in Dallas.

MARYANNE Q. HANCOCK is a partner at McKinsey in Atlanta.

HOMAYOUN HATAMI is a partner at McKinsey in Paris and a coauthor of Sales Growth: Five Proven Strategies from the World’s Sales Leaders (Wiley, 2012).

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management in Evanston, Illinois.

SUJ KRISHNASWAMY is the founder and a principal of Stinsights (www.stinsights.com), a Chicago-based business strategy and market research firm specializing in sales–marketing interface.

SALLY E. LORIMER is a marketing and sales consultant and a business writer based in Northville, Michigan. Lorimer, Zoltners, and Sinha are the authors of three books on sales force management.

JAMES A. NARUS is a professor of business marketing at Wake Forest University.

NEIL RACKHAM is a visiting professor at the University of Portsmouth in England, the author of Spin Selling (McGraw-Hill, 1988), and a coauthor of Rethinking the Sales Force (McGraw-Hill, 1999).

MARK ROBERGE is the chief revenue officer of HubSpot, a Boston-based inbound marketing firm. “The Right Way to Use Compensation” is adapted from his book, The Sales Acceleration Formula (2015), with permission of its publisher, Wiley.

KARL SCHMIDT is the practice manager of CEB Marketing.

PRABHAKANT SINHA is a cochairman of ZS Associates. Sinha, Zoltners, and Lorimer are the authors of three books on sales force management.

NICHOLAS TOMAN is a research director at Corporate Executive Board.

MARC WOUTERS is a professor of management accounting at Karlsruhe Institute of Technology, in Germany, and at the University of Amsterdam, in the Netherlands.

ANDRIS A. ZOLTNERS is a professor of marketing at Northwestern University’s Kellogg School of Management in Evanston, Illinois. He is also a cochairman of ZS Associates, a global business-consulting firm headquartered in Evanston. Zoltners, Sinha, and Lorimer are the authors of three books on sales force management.