The Hunter/Farmer Sales Model:
How Trustmark Insurance Company Increased Sales Performance
Sales Leaders' Roundtable
April 12, 6:00 PM - 8:00 PM
When does it make sense to specialize sales roles into dedicated new business acquirers ('hunters') and account managers ('farmers'), versus having 'hybrid' selling roles accountable for both. Bob Worobow, Vice President, Human Resources, Trustmark Insurance Company; Mark Flavin, Principal, Sales Force Rewards Practice Leader, Towers Perrin. Learn more.
Event to Outlook
Principal, Sales Force Rewards Practice Leader
Robert R. Worobow
Corporate Vice President
6:00 PM - 6:30 PM: Registration & Networking
6:30 PM - 8:00 PM: Presentation
8:00 PM - 9:00 PM: Cash Bar Reception in the Midway Club
Please register by April 12
Ken Nordine, '97
How Trustmark Insurance Company Has Increased Sales Performance with a 'Hunter/Farmer' Sales Model.
We will discuss how Trustmark Insurance Company has effectively implemented a 'hunter/farmer' sales organization model and developed a completely new sales compensation plan aligned to the new selling model. Over the last two years, this has enabled them to dramatically improve their new business acquisition through higher sales productivity, while also allowing them to much more effectively improve the profitability of existing accounts through a new account management process and incentives that aligned directly to the profitability of renewals and the retention of customers.
Takeaways from the presentation:
- An approach to thinking about when specializing sales roles into dedicated new business acquirers ('hunters') and account managers ('farmers') makes sense, versus having 'hybrid' selling roles accountable for both?
- An approach for designing sales compensation parameters to align with the new business acquisition and account management roles respectively.
- Key change management lessons learned from a company that recently migrated from 'hybrid' sales roles to the 'hunter/farmer' model.
Principal, Sales Force Rewards Practice Leader, Towers Perrin
Mark Flavin is a Principal and Global Leader of the Sales Force Rewards Group at Towers Perrin. He works with clients seeking to significantly improve the performance of their sales organization by better aligning sales management programs with business strategy. His specific expertise is in the design and implementation of sales compensation programs.
Mr. Flavin has worked with clients in a variety of industries including financial services, technology, manufacturing, media, telecommunications, pharmaceuticals, medical products and consumer products. His clients include ABN AMRO, Alcoa, Robert Bosch, Compuware, RR Donnelley, EDS, Express Scripts, Schneider National, and UAL Corporation.
Mr. Flavin is a frequent speaker on sales effectiveness and sales compensation design and is a contributing author to The Sales Compensation Handbook, which was published by the American Management Association in 1998. Before he joined Towers Perrin, Mr. Flavin worked for another management consulting firm helping clients maximize the effectiveness of their selling organizations. Earlier he held sales and sales management positions with the General Electric Company's Electrical Distribution and Control Division.
Mr. Flavin has an M.B.A. from the University of Chicago as well as a B.S. in mechanical engineering from Colorado State University.
Robert R. Worobow
Corporate Vice President, Trustmark Insurance
Bob Worobow has been the Corporate Vice President Human Resources for Trustmark Insurance Company since October 1994. In this capacity, Bob is responsible for the full range of human resource activities. He manages a professional staff of 21 people. Prior to Trustmark, Bob spent 7 years as the V.P. Human Resources for Quill Corporation, a privately held mail order distributor of office supplies and equipment. Prior to that, Bob spent 14 years with Baxter Healthcare/American Hospital Supply Corporation, a publicly held international manufacturer and distributor of medical supplies and equipment in a variety of HR positions (including international assignments) his most recent was the Director of Corporate Employee Benefits.
Bob has a MBA in Marketing from Northern Illinois University and BS in Personnel Management from Drake University. He is a graduate of LOMA's Executive Development Program and has received the Lifetime Achievement Award from the American Compensation Association (WorldatWork).
Some of Bob's outside activities include:
- President, College of Lake County Foundation Board Treasurer, Highland Park/Highwood United Way
- Former Board of Director for Human Resource Management Association of Chicago
- Former President Highland Park School District 107 HR Executive Panel, Life Office Management Association (LOMA) Chair, Insurance Education Committee, America's Health Insurance Plans (AHIP)