Key Accounts and Team Selling: A Review,Framework, and Research Agenda

As sales organizations increase their reliance on sales teams, they must learn how organizational and interpersonal relationships influence sales teams, how sales teams play a learning role for organizations, and what makes sales teams effective. Presenting a model of interrelationships among members of the selling firm and between the selling and buying firms, we identify five key team selling relationships between (1) members of the same team, (2) members of different teams within the firm, (3) the selling team and the buying center, (4) the selling team and other groups in the selling firm, and (5) the selling team and the firm’s strategy. This model leads to a conceptual framework highlighting relationship drivers, factors, and outcomes instrumental to team selling success. After presenting propositions for future research, theoretical and methodological suggestions are included to facilitate research in this area. We conclude with perspectives on the future of research and practice in key accounts and team selling.