Centra Software Case Solution

2. What decisions need to be made?

A decision needs to be made whether the company would want to stick to its current ratio and proportion of sales. For example, would the telesales team continue to sell e-Meeting products solely while the field sales force would have exclusive right to sell e-Learning products to the Global 2000 business entities. Moreover, how focused will the sales force be on first-time orders as opposed to repeating orders. Lastly, the main conflict and source of friction between Reed and Lesser is whether to focus on penetration or dissemination-an issue of allocation of resources. These are all pressing issues for the sales structure and need to be resolved.

3. What are the alternatives available?

A suitable alternative is to let the telesales force continue to serve the e-Meeting product purpose. This is because more high-end customers should be given more importance and approached more directly rather than through telesales representatives. Secondly, an available alternative is to penetrate into a high-value market, which is the enterprise customer.