Donald Barclay, Shamail Siddiqi
Ivey Publishing (905A21-PDF-ENG)
September 01, 2005
The founder and CEO of Global Source Healthcare endeavored to allocate sales resources to acquire new accounts, penetrate existing accounts, and increase the sale of existing accounts. Global Source Healthcare provided national and international human resource services to health centers. The company had been in operation for a year and growth was significantly slower than expected. Of particular importance to this decision was that the market for personnel in the healthcare sector experienced a significant recession. There was a consolidation in the industry. Given the company’s limited sales and financial resources, this decision was critical to ensuring Global Source’s survival. Other issues that may be raised include understanding sales strategy in business and marketing strategy, motivating a sales force in a challenging environment with limited resources, and understanding the trade-off between sales cycle lengths. and the size of the potential customer.
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