Sales Force Competence Evaluation and Marketing Performance of Industrial and Domestic Products Firms in Nigeria

This study set out to determine the association between sales force competence evaluation and marketing performance of industrial and domestic product firms in Nigeria. Drawing from both resources-based and control theories, the paper argues that a firm can enhance its marketing performance through the way it evaluates its sales force competence. Primary data from l35 marketing executives and sales managers were analyzed using Pearson Correlation and regression statistics. The empirical evidence shows that sales force competence evaluation is a determinant of marketing performance of these firms. Sequel to this, the paper strongly recommends that firms whose objective is to boost their marketing performance should emphasize the key elements of sales force competence evaluation, namely, behavioral measures, summative evaluation, learning measures, formative evaluation, and reaction measures.