Guest Column: Lessons From GE: How VARs Can Improve Sales Force Effectiveness

By Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer

As the economy improves, IT VARs can't afford to grow complacent. In order to ensure sustainable growth, they need to improve sales force effectiveness. Though the solutions will look different for each company, VARs can look to one of the world's largest companies for workable solutions that will help improve sales results across their business.

A Focus on Sales Force Effectiveness Improvement
To improve sales force effectiveness, GE charged Kevin Decker, its director of commercial excellence, with developing frameworks and best practices for improving sales force effectiveness. Decker was also responsible for propagating the ideas across all of GE's businesses and providing resources to help the businesses turn the ideas into reality.