Micromanaging salespeople can be counterproductive – too much structure may push the best salespeople away. But strong sales management is still a requirement, according to Steve Deist of Indian River Consulting Group in The Sales Manager’s Best Friend.

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A study on sales compensation published by the National Association of Wholesaler-Distributors found that sales management practices play a huge role in whether your company will thrive or die. In particular, sales managers are the link between your corporate objectives and the “feet on the street,” Deist writes.

Unfortunately, many companies treat sales managers as just sales reps with a better title.

But the NAW study Deist cites defines sales management as a “structure for continuously improving the sales force performance through focus, discipline and a coaching process built on accountability.”

Read what Deist believes are necessary in any good sales management process.