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Marriott International Inc.'s 'Sales Force One': New Sales Force Strategy for Competitive Advantage

Marriott International Inc.'s 'Sales Force One': New Sales Force Strategy for Competitive Advantage

In the dynamic world of business, companies often face the need to revamp their sales force strategies to stay competitive and achieve better results. Marriott International Inc., a renowned hospitality company, recognized such a need and implemented the Sales Force One (SFO) strategy in 2007. This blog post will delve into the various aspects of Marriott’s SFO strategy, its significance in increasing sales force effectiveness, and the challenges faced by the company in the wake of economic turmoil.

Section 1: Strategic Account Management: A Paradigm Shift

Marriott’s decision to implement the SFO strategy was driven by the desire to adopt a more proactive and customer-centric approach. The company recognized the importance of strategic account management and shifted its focus towards building stronger relationships with key clients. By aligning sales efforts with specific customer segments, Marriott aimed to enhance customer satisfaction and loyalty

Section 2: Background Note

To understand the issues that led to the implementation of the SFO strategy, it is crucial to examine the prevailing challenges faced by Marriott’s sales force. Factors such as increasing competition, changing customer preferences, and evolving market dynamics necessitated a fresh approach. The company realized the importance of adapting to new trends and technologies to maintain a competitive edge.

Section 3: The Challenge

In 2009, Marriott faced a significant challenge due to the declining economic scenario. The global recession posed a threat to the hospitality industry, requiring companies to revisit their strategies. However, Marriott’s SFO strategy provided a ray of hope. By focusing on strategic account management and leveraging customer relationships, the company aimed to mitigate the impact of the economic downturn

Section 4: Implementing Sales Force One

The successful implementation of the SFO strategy required meticulous planning and execution. Marriott invested in training and development programs to equip its sales force with the necessary skills and knowledge. The company also leveraged technology solutions to streamline processes, enhance communication, and gather valuable customer insights. The integration of data analytics played a vital role in driving sales force effectiveness.

Section 6: Outlook

Looking ahead, Marriott continues to refine and adapt its sales force strategy in response to changing market dynamics. The company remains committed to leveraging the benefits of strategic account management while addressing any concerns or limitations. The SFO strategy has positioned Marriott as a leader in the industry, emphasizing the importance of customer-centric approaches for sustained success.


Marriott International Inc.’s Sales Force One strategy has proven to be a game-changer in the hospitality industry. By embracing strategic account management and focusing on customer relationships, Marriott has enhanced its sales force effectiveness and gained a competitive advantage. Despite challenges and criticisms, the SFO strategy has demonstrated its value in driving customer satisfaction, loyalty, and overall business growth. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry