Computer Associates - Moving Toward Territory Management*



Case Code : CLSDM019
Publication date : 2005
Subject : Sales and Distribution
Industry : Software
Length : 03 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

Sales and Distribution Management
Short Case Studies

Marketing Case Studies **
ICMR Case Study Collection
ICMR Courseware
View Detailed Pricing Info

Key words:

Computer Associates, software management, sales force, channel partners, resellers, territory, direct sales


* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


ICMR India ICMR India ICMR India ICMR India RSS Feed

This caselet gives a brief introduction about Computer Associates International Inc. (CA), a software management company based in the US. In the early 2000s, CA felt the need to organize its selling and focus on territory designing and channel management. This caselet discusses the territory management model adopted by CA and the issues involved therein.


Territory management as a tool for improving sales
Challenges in adopting a different channel strategy


"Computer Associates changes focus from direct sales to territory management," was the headline in a prominent magazine for value added resellers and technology integrators in December 2004.

This referred to the territory management efforts of Computer Associates International Inc. (CA), a multi billion-dollar management software company based in the United States...

Questions for Discussion:

1. CA had a system whereby its salespersons looked after a thousand named accounts with no territory responsibility. Compare and contrast this system with its new model, bringing out the advantages and disadvantages in the new system.

2. With new territory allocations, the sales team became responsible for revenue generated by the resellers or channel partners and had to work in tandem with them. Bring out the challenges faced by CA in this regard and the possible solutions to combat them.