The Role of Leadership in Achieving Sales Excellence

: A Case Study on Leadership Strategies, Team Dynamics and Performance Measurement of the Industrial B2B Sector in the DACH Region

Abstract

This thesis looks for elements of effective leadership in the special environment of DACH region’s industrial business-to-business sales teams. Inspired by generalist literature on sales force leadership, the study investigates leadership styles, team makeup, motivating systems, and performance evaluation of effective teams in this specific area. To get an indepth understanding from sales leaders and representatives, the empirical study methodology depends on semi-structured interviews and a leadership self-assessment questionnaire. Since research has been conducted mainly in Anglo-American environments and none within the specific environment of the industrial B2B sales in the DACH region, this thesis validates and criticizes the existing literature about sales force leadership in this cultural framework. Throughout the empirical research, several unaddressed topics from literature were uncovered as the generational shifts in expectations and the tendency towards intrinsic motivation of the sales force. The results show that effective leaders apply transformational leadership strategies with an eye on autonomy, trust, and strategic clarity. These transformative leaders stress the need to use controlled outcome- and behaviour-based systems in balance. Furthermore, the study emphasizes the need for emotional intelligence, generational flexibility and ongoing learning in promoting sustainable sales effectiveness.

Date of Award	2025
Original language	English
Supervisor	Harald Josef Hammer (Supervisor)