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Sales Eats First, by Noel Capon and Gary S. Tubridy

Sales Eats First, by Noel Capon and Gary S. Tubridy

$ 17.70 USD

Author: Noel Capon and Gary S. Tubridy


Sales Eats First examines how B2B sales organizations in today's most admired corporations develop and deploy major intellectual capital. They courageously venture into areas of complexity and risk, and then inject their intellectual capital into the value propositions that benefit both customers and their own companies.

The book has its own website! To view it click here.

Review: Read rave reviews here

E-book: Before purchasing a E-Book please read the INSTRUCTIONS.

Noel Capon

In his role as Chair of Wessex Press, Noel Capon brings a unique perspective as an experienced Marketing educator, researcher, author and professional, originally trained as a research chemist.

“I knew when I completed my doctorate in Chemistry that I didn’t want to be a ‘bench’ chemist.” By that time, Professor Capon was very interested in Marketing and began his career working in Marketing for Imperial Chemical Industries (ICI) in his native Britain.

Professor Capon has been a leader in Marketing ever since, applying an analytical approach to solving business problems.

That’s what led him to launch Wessex Press, Inc. (formerly Axcess Capon) almost 20 years ago.

“I knew there had to be a better way to provide high-quality textbooks, globally, at a more affordable price.”

Professor Capon previously served two terms as elected chair of the Marketing Division at Columbia Business School. He held faculty positions at UCLA (where he also was Marketing Chair) and Harvard Business School before joining Columbia in 1979. 

Professor Capon teaches Marketing Strategy, and Sales and Strategic Account Management courses to MBA and EMBA students. He also has taught at many educational institutions as a visiting professor, including INSEAD (France), Hong Kong University of Science and Technology (HKUST), and the China Europe International Business School (CEIBS), Shanghai, PRC. Professor Capon is Honorary Dean, Marketing and Innovation College, Beijing, PRC.

In addition, Professor Capon contributes to Columbia Business School’s Executive Education program and has designed, directed and taught in a variety of Marketing, Sales Management, and Strategic and Global Account Management programs. He also has developed and directed customized programs for major corporations globally. Professor Capon co-founded The Chief Sales Executive Forum (2001), and is a member of the Board of Directors of the Strategic Account Management Association (SAMA).

Professor Capon has authored or co-authored more than 40 Marketing and Account Management books, including many international editions. Some books of note:

  • Key Account Management and Planning, Free Press/Simon and Schuster, 2001. This was the first major book on key (strategic) account management and is known as “the bible” of key account management.

  • Managing Global Accounts, Wessex Press, 2005. This is the only book to date that addresses the growing field of managing global customers.

  • Managing Marketing in the 21st Century (4th edition, Wessex Press, 2016), Capon’s Marketing Framework (4th edition, Wessex Press, 2017) and Capon’s Marketing Essentials (Wessex Press, 2017), in various editions, offer a new and powerful way of approaching the Marketing discipline.

He earned his B.Sc. and Ph.D. degrees in Chemistry from University College, London University; Dip. B.A. from Manchester Business School; MBA from Harvard Business School; and Ph.D. in Marketing from Columbia Business School. 

Gary Tubridy

Gary Tubridy is Senior Vice President with The Alexander Group Inc., and General Manager in charge of the Firm’s sales management consulting business. His consulting work focuses on increasing sales and marketing effectiveness. Tubridy is an expert in sales transformation, sales management issues, sales organization design, sales force sizing and deployment, sales performance management, and sales compensation design. He holds a BA from Brown University and an MBA from Columbia Business School.

In 2001, Noel Capon and Tubridy founded the Chief Sales Executive Forum, an annual event attracting sales leaders from around the world.

  ISBN List Price Wessex website price
Soft cover 978-0-9833300-2-8 $24.70 $17.70


“Noel Capon and Gary Tubridy have for the past decade been leading voices in matters related to sales force effectiveness. Sales Eats First serves as a blueprint for how to transform a sales organization into a strategic driver of growth and profitability.” Bruce Dahlgren, Senior Vice President, Hewlett-Packard, Imaging and Printing Group
“Sales Eats First reminds us that the sales force is the voice of the customer. Capon and Tubridy make a compelling argument that companies that keep salespeople and sales thinking at their center outperform those that relegate sales to a subordinate role.” Robert A. Essner, former Chairman and CEO, Wyeth Inc.
“Capon and Tubridy have distilled how the magic of sales excellence is in mastering the fundamentals. As much as we advance the science of sales, it is thoughtful, clear leadership that produces top sales performance. Any business function, internally or externally focused, would benefit from considering how to enable sales to eat first.” Bill LePage, Senior Vice President, Global Sales Operations, Cisco
“From the evocative title to the bottom line on sales primacy, Sales Eats First drives deeply from the customer — innovation — sales axis. Capon and Tubridy skillfully illustrate how an informed and persevering focus on the customer is at the heart of lucid growth strategy. The authors' rare insight shows us that the pre-recession sales rep has been replaced by a more complex and deeply-embedded sales persona: a thought-leader, a product architect, and a customer advocate.” Michael Orrick, Senior Vice President, Global Markets Expansion, Thomson Reuters GRC
“There is no such thing as a great, shrinking company. All corporate success stories have one thin in common — growth! Growth is exciting, boosts corporate morale, increases customer appreciation, drives the stock price, and cures many ills in a company — but no growth occurs without a superior sales culture. Sales Eats First illustrates the importance of great leadership and its influence on sales — a must read for anyone who wants to be on a winning team.” Andy Mattes, Chief Sales Officer (retired), Hewlett-Packard
“Sales Eats First should be essential reading for every salesperson. It shows you how critical it is to pair the art of selling with the science of business. More and more companies are connecting the dots — segmentation, consumer behavior, business behavior, channel management, and supply chain — to achieve organizational sales excellence.” Mike Fasulo, Executive Vice President, Sony Electronics

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