About the Sales Management Association

The Sales Management Association is the only global, cross-industry professional association for managers focused in sales force effectiveness. Our members include professionals in sales operations, sales enablement, commercial effectiveness, sales leadership, and other functions that support the sales force. We promote professional development, peer networking, best practice research, and thought leadership in an effort to help all professionals who support, manage, coach, and lead sales organizations.

About 85% of our members are practitioners; the remainder are students, academic faculty, professional trainers, management consultants, and solutions providers involved in sales force effectiveness disciplines.

We manage virtual and regional events that provide high-quality training and networking opportunities; these include small workshops focused in core sales management skill sets. Additionally, our annual Sales Force Productivity Conference is the premiere sales effectiveness conference, and is held each fall in Atlanta.

Learn about becoming a member or supporting the Sales Management Association as an underwriter or academic partner.

View our media branding, including logos, here.

Do you have questions about membership in the Sales Management Association? View our FAQ here.

Our Team

Robert J. Kelly

Robert Kelly (Bob) founded the Sales Management Association in 2008. Bob was previously vice president of sales operations and strategy at Genuine Parts Company (NYSE: GPC) where he provided leadership to sales management and developed sales effectiveness programs at GPC’s S.P. Richards division. Bob earned an MBA from Emory University’s Goizueta Business School, and a bachelor of arts in English literature from Washington and Lee University. He is an adjunct faculty member at Goizueta Business School, where he teaches a sales force effectiveness course to MBA students.

Sujin Headrick
Marketing Manager

Sujin Headrick has been with the Sales Management Association since July 2017 and is currently responsible for internal marketing efforts and working with underwriters. Before joining the team, she previously worked with technology startups and websites in content marketing, technical writing, and community management. Sujin holds a Bachelor of Arts in mathematics and French from Agnes Scott College.

Vaibhav Lohia
Market Research and Content Strategy Manager

Vaibhav Lohia is the newest member of the Sales Management Association team. He is a graduate of the MBA program at Emory University’s Goizueta Business School. Originally from New Delhi, India, he previously worked in advertising and marketing, and has won multiple national advertising awards.





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