In The Front-Line Sales Manager – Field General, our perspective is very straightforward. We
believe the firm succeeds or fails based on the performance of its sellers. If sellers succeed in making
their sales goals, all things equal, the firm makes profits, survives, and grows, and shareholder value
increases. Conversely, if sellers fail, the firm fails, and no one gets a paycheck! Just ask former employees
at Blockbuster, Kodak, Lotus, Sun, Toys ‘R’ Us, or any of the other tens of thousands of business
organizations that fail annually.
The key influence on seller success in today’s complex and ever-changing business environment
is the sellers’ direct supervisor—the front-line sales manager. The FLSM hires and fires sellers, travels
and visits customers with sellers, and closes sales with sellers. The FLSM leads, directs, and manages
sellers; secures firm resources to assist the selling process; and is, by far, the dominant influence in
sellers’ work lives. Regrettably, the sales management literature has not given FLSMs the level of attention
this role deserves. The Front-Line Sales Manager – Field General aims to redress this unfortunate
reality.
Noel Capon is R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Educated primarily in Great Britain, Professor Capon earned B.Sc., Ph.D. degrees in Chemistry from University College, London University. He also received degrees in Business Administration from Manchester (Dip. BA), Harvard (MBA), Columbia Business Schools (Ph.D.). Professor Capon joined the Columbia Business School faculty in 1979. Previously he served on the faculty of and received tenure from the University of California - Graduate School of Management, UCLA. He has taught and/or held faculty positions at Harvard Business School; Australia - Monash University; England - Bradford Management Centre, London Business School, Manchester Business School; France - INSEAD; Hong Kong - Hong Kong University of Science and Technology (HKUST); China - China European International Business School (CEIBS - Shanghai); India - Indian School of Business (ISB - Hyderabad); Mexico - TEC Monterrey. Professor Capon has published more than 60 refereed articles and book chapters and is editor for sections on Marketing, and Sales Management and Distribution, in the AMA Management Handbook (1994). He has published more than 30 books plus three video books (see Also by Noel Capon - opposite). Professor Capon teaches on Columbia's full-time MBA and Executive MBA (EMBA) programs and its partner program with Hong Kong University, London Business School. He is a pioneer in developing video teaching materials and teaching via the flipped classroom. Professor Capon was Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He is a director of the Strategic Account Management Association (SAMA). He founded the Advanced Marketing Management Program in conjunction with CEIBS. Professor Capon also designs, directs, and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon co-founded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders. Capon is Chair of Wessex Press, Comply First, and the venture capital firm Lunacap Ventures.
