In 2006, GE launched a “commercial excellence” initiative that included a strong focus on improving global sales force effectiveness. A corporate position was established: director of global sales force effectiveness. The initiative helped to support GE’s 5,800-plus FLMs in several important aspects of their business management role. Three targeted areas for sales force effectiveness improvement---customer potentialization and prioritization, territory alignment, and target setting ---had direct impact on FLMs. The director of sales force effectiveness