Areas of Expertise

Revenue Enablement, Sales, Negotiation, and Sales Pedagogy

Academic Degrees

• Ph.D., University of Memphis, 1998
• M.B.A., George Washington University, 1989
• B.S., Indiana University, 1986

Professional Experience

• Dean’s Distinguished Professor of Sales, 2009- 2025, Northern Illinois University- DeKalb, IL.
• Chair, Department of Sales, 2006-2009, Russ Berrie Institute for Professional Sales, William Paterson University-Wayne, NJ.
• Associate Professor of Sales, 2005-2006, William Paterson University-Wayne, NJ
• Associate Professor of Marketing, 2004-2005, University of Portland-Portland, OR
• Assistant Professor of Marketing, 1998-2004, University of Portland-Portland, OR
• Business Consultant, Data Broadcasting Corporation, San Mateo, CA
• Business Consultant, Intercultural Training & Resource Inc., San Francisco, CA
• International Exchange Coordinator, City of Tonami, Toyama, Japan
• Product Manager, Data Broadcasting Corporation, San Mateo, CA
• Account Executive, Data Broadcasting Corporation, Vienna, VA
• Sales Representative, Duplex Products Inc., Falls Church, VA

Awards, Honors & Certificates

• Best Teaching Application, National Conference in Sales Management, 2022
• Excellence in Undergraduate Teaching Award, Northern Illinois University, 2021
• Excellence in Undergraduate Teaching Award, Northern Illinois University, 2020
• Excellence in Undergraduate Teaching Award, Northern Illinois University, 2016
• Excellence in Undergraduate Teaching Award, Northern Illinois University, 2015
• Innovation in Business Education Award, MidAmerican Business Deans Association, 2012
• Excellence in Teaching, American Marketing Association, 2011
• Hormel Meritorious Teaching Award, Marketing Management Association, 2010
• Entrepreneurial Experiential Education Award, US Association of Small Business and Entrepreneurship, 2008
• Innovative Sales Educator Award, University Sales Center Alliance, 2006
• Outstanding Entrepreneurial Education, University of Portland, 2004
• Outstanding Undergraduate Professor, University of Portland, 2004
• Innovative Teacher of the Year Award, American Marketing Association, 2002
• Outstanding Undergraduate Professor, University of Portland, 2002
• Distinguished Teaching Award, Academy of Educational Leadership, 2001
• Outstanding Graduate Professor, University of Portland, 2000
• Butine Faculty Grant, University of Portland, 1999
• Graduate Assistant Meritorious Teaching Award, University of Memphis, 1997
• Teaching Fellow Award, University of Memphis, 1996

Selected Publications

• Peterson, R. M., and Munoz, L. (2024). Sales enablement leadership responsibilities and qualifications. Journal of Selling, 24(1), 66–84.
• Rodriguez, M., and Peterson, R. M. (2024). Artificial intelligence in business-to-business (B2B) sales process: A conceptual framework. Journal of Marketing Analytics, 12(1), 778–789.
• Peterson, R. M., Malshe, A., Friend, S. B., and Dover, H. (2021). Sales enablement: Conceptualizing and developing a dynamic capability. Journal of Academy Marketing Science, 49(3), 542–565.
• Peterson, R. M., and Dover, H. (2021). Global perspectives of sales enablement: Constituents, services, and goals. Industrial Marketing Management, 93(1), 154–162.
• Peterson, R. M., and Dover, H. (2020). Sales enablement: Definition, domain, and future considerations. Journal of Selling, 20(1), 46–59.
• Westbrook, K. W., and Peterson, R. M. (2020). The effects of salesforce enablement and hindrance stressors on sales producer burnout and turnover intentions. Marketing Management Journal, 30(2), 64–86.
• Perkins, B., and Peterson, R. M. (2017). A sales disruption: Is digital sales replacing traditional field sales? Journal of Selling, 17(1), 52–56.
• Rodriguez, M., Ajjan, H., and Peterson, R. M. (2016). Social media in large sales forces: An empirical study of the impact of sales process capability and relationship. Journal of Marketing Theory and Practice, 24(3), 365–379.
• Peterson, R. M., Gordon, G., and Palghat, V. K. (2015). When sales and marketing align: Impact on performance. Journal of Selling, 15(1), 29–43. 
• Forbes, L. P., Loe, T., Peterson, R. M., Erffmeyer, B., and Boehm, M. (2014). Establishing, growing, and running a sales program: An analysis of certified university sales centers. Journal of Selling, 14(1), 6–19.
• Peterson, R. M., and Dover, H. F. (2014). Building student networks with LinkedIn: The potential for connections, internships, and jobs. Marketing Education Review, 24(1), 15–20. 
• Rodriguez, M., Peterson, R. M., and Krishnan, V. (2012). Social media's influence on business-to-business sales performance. Journal of Personal Selling and Sales Management, 32(3), 365–378.
• Peterson, R. M., and Shepherd, C. D. (2011). Negotiation preparation differences: Collaborative versus competitive expectations. Marketing Management Journal, 21(2), 111–122.
• Peterson, R. M., and Shepherd, C. D. (2010). Preparing to negotiate: An exploratory analysis of the activities comprising the pre-negotiation process in a buyer-seller interaction. Marketing Management Journal, 20(1), 66–75.
• Peterson, R. M., and Albertson, D. (2006). Running a micro business in marketing class: Experiential learning right out of the gate. Marketing Education Review, 16(1), 105–109. 
• Peterson, R. M. (2004). What would you do for $20?: Qualitative and quantitative outcomes. Journal of Entrepreneurship Education, 7, 57–65.
• Peterson, R. M., and Lucas, G. H. (2001). Expanding the antecedent component of the traditional business negotiation model: Pre-negotiation literature review and planning-preparation propositions. Journal of Marketing Theory and Practice, 9(4), 37-49.
• Peterson, R. M. (2001). Course participation: An active learning approach employing student documentation. Journal of Marketing Education, 23(3), 187–194.
• Peterson, R. M., and Lucas, G. H. (2001). What buyers want most from salespeople: A view from the senior level. Business Horizons, 44(5), 39–45.
• Hill, R. P., Peterson, R. M., and Dhanda, K. (2001). Global consumption and distributed justice: A Rawlsian perspective. Human Rights Quarterly, 23(1), 171–187.
• Westbrook, K. W., and Peterson, R. M. (1998). Business-to-business selling determinants of quality. Industrial Marketing Management, 27(1), 51–62. 

Edited on November 13, 2025