ACADEMIC AREA Marketing AREAS OF EXPERTISE Business-to-business Marketing and Sales BiographyPublicationsCoursesCase Studies Education: B.S., Boston University; MA, University of Michigan; Ph.D., Yale UniversityTom Steenburgh holds the Richard S. Reynolds Professorship in Business Administration at the the University of Virginia Darden School of Business. He also serves the School as Senior Associate Dean of Executive Education and Non-Degree Programs. He is the course head for the First Year Marketing course in the MBA program and is the faculty chair for Strategic Sales Management program in Executive Education. Prior to joining Darden, he taught at the Harvard Business School, where he was the faculty chair of the Business-to-Business Marketing Strategy program in Executive Education.Tom is an expert in business-to-business marketing and sales, and he believes that academics should engage with business leaders to solve real-world problems. He co-founded the Thought Leadership on the Sales Profession Conference, which provides a unique opportunity for leading academics and senior business leaders to discuss current issues in sales. He frequently speaks about his research at companies and in public forums, including the Global Siemens One Conference, the Money Management Institute, the Sales Management Association, and the Strategic Accounts Management Association.Tom's research analyzes the effectiveness of sales and marketing strategies. He has worked on issues such as "Do lump-sum bonuses motivate salespeople to work harder or to play timing games with their orders?" and "Should firms use sales and marketing actions to manage earnings?" Tom's research has won several awards for its influence on business practice. His Harvard Business Review article, "Motivating Salespeople: What Really Works," won the Wachovia Award for Research Aimed at the Practicing Manager. Tom won the Neil Rackham Research Dissemination Award for the broad impact of his sales research.Tom is the author of numerous case studies that are taught in leading business schools around the world. This work primarily focuses on managerial issues in professional selling and sales force management. His case study on Hubspot is part of the HBS Premiere Case Collection and his study on EMC has been reprinted in textbooks.Tom holds a master's degree in statistics from the University of Michigan and a Ph.D. in marketing from Yale University. Before returning to academics, he held several positions in marketing and operations at the Xerox Corporation. His last position was in incentive strategy.Selected PublicationsLui, Qiang, Thomas Steenburgh, and Sachin Gupta. "The Cross Attributes Flexible Substitution Logic: Uncovering Category Expansion and Share Impacts of Marketing Instruments." Marketing Science (2015).Doug Chung, Thomas Steenburgh and K. Sudhir. "Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans," Marketing Science(2014). Jill Avery, Thomas Steenburgh, John Deighton and Mary Caravella. "Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping," GfK Marketing Intelligence Review (2013).Doug Chung, Thomas Steenburgh and K. Sudhir "Motivating Diverse Salespeople through a Common Incentive Plan," The European Financial Review (2013). Jill Avery, Thomas Steenburgh, John Deighton and Mary Caravella. "Adding Bricks to Clicks: Predicting the Patters of Cross-Channel Elasticities over Time," Journal of Marketing (2012).Steenburgh, Thomas and Michael Ahearne. "Motivating Salespeople: What Really Works." Harvard Business Review(2012).Steenburgh, Thomas and Jill Avery. "Target the Right Market," Harvard Business Review (2012).Steenburgh, Thomas and Das Narayandas. "The Impact of Web 2.0 on Business-to-Business Marketing," in Legends in Marketing: Philip Kotler, edited by Jagdish N. Sheth and Ravi S. Achrol (2012).Craig J. Chapman, and Thomas Steenburgh. "An Investigation of Earnings Management Through Marketing Actions." Management Science(2011)MBA CoursesFirst Year MarketingExecutive Education CoursesManagement Essentials for Developing LeadersStrategic Sales Management Strategic Marketing Analytics: Leveraging Big DataAdvancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world.Thomas J. Steenburgh's cases are available in the Darden Business Publishing website.