Robert J. Trulaske Sr., College of Business, University of Missouri

Center for Sales and Customer Development

About Us

Center for Sales and Customer Development 

The Center for Sales and Customer Development is here to:

  • Prepare undergraduate and graduate students for this highly professional and dynamic field with coursework and internship opportunities grounded in current best practices while developing innovative research-based solutions for industries and their customers.
  • Enhance the already prestigious University of Missouri degrees by further distinguishing our graduates from other programs and raising their profile and the program’s profile in the marketplace. 
  • Contribute to collaborative knowledge creation in the sales and customer development academic domain. Emphasis on practical implications of research that will be published at the top tier academic journals by the Institute’s experts in the Trulaske College of Business and other colleges across the university.  
  • Influence and inform industry partners and external stakeholders about practical implications of research through workshops, seminars, conferences and other avenues of engagement with industry by the Institute.

CSCD Directors

Wayne Keene serves as Director of the Center for Sales and Customer Development and Associate Teaching Professor in the Marketing Department. Prior to joining MU, Wayne served as an assistant professor of business and marketing at Stephens College and has been an adjunct instructor in the Marketing Department at MU for three years. He earned a bachelor's degree in business administration and a master's degree in business administration from Fontbonne University in St. Louis, MO and is currently completing his dissertation for a Doctorate of Education in Educational Leadership at MU.

Prior to joining Stephens College, Wayne was the Director of Professional Enhancement programs at William Woods University, where he was active in both the Jefferson City and Columbia, MO Chambers of Commerce. In this position, he also worked closely with the Associated Industries of Missouri trade organization, the Society of Human Resource Managers, and was a member of the American Society of Trainers and Developers (ASTD). Wayne's prior teaching experiences include adjunct teaching assignments in the continuing education and MBA programs at William Woods University and Fontbonne University.

Wayne brings over 10 years of business and management experience to his classes. He has experience in a variety of aspects of business including retail, production, sales/marketing, credit/administration, project and general management.

He is a member of the  American Marketing Association and the American Management Association.  He also works with a variety of small business and entrepreneurs in consulting endeavors including sitting on the Board of Directors at The Mustard Seed, a non-profit, fair trade retail store in Columbia.

In May 2007, Wayne received the Distinguished Teaching Award at Stephens College, followed in May 2008 with the Century Candle Award for campus leadership.  While at MU Wayne has been nominated for Professor of the Year in the Athletic Departments ROARS event, has served as a faculty mentor at the Honors Convocation on multiple occasions, and has been nominated for the O'Brien Faculty Award in the Trulaske College of Business.

In 2012 Wayne received the Shelter Insurance Teaching Excellence Award in Marketing, and in 2013 received the Provost Outstanding Junior Faculty Teaching Award.

N. Syam serves as Director of the Center for Sales and Customer Development (CSCD) and the Robert J. Trulaske Sr. Associate Professor of Marketing at the Trulaske College of Business at the University of Missouri, Columbia. Prior to joining the University of Missouri, he was an Associate Professor at the C. T. Bauer College of Business at the University of Houston. 

Professor Syam’s research methodology includes building analytical models and also empirical analyses of field data and experimental data from the laboratory. His research on sales force management covers optimal sales compensation schemes, including setting sales quotas and designing sales contests, analytics for sales pipeline management, issues in team selling, issues in ‘inside vs outside’ sales etc. His work on innovation and product design focuses on firm-level strategies and consumer behaviours in product customization and product co-creation. His research has appeared in major journals such as Marketing Science, Journal of Marketing Research, International Journal of Research in Marketing, Quantitative Marketing and Economics, and others. He is on the Editorial Board of the Journal of Retailing and has served on the Editorial Board of Marketing Science.

Dr. Syam does extensive executive teaching and company workshops and trainings on the topic of Enhancing Sales Manager Effectiveness and also on Competitive Marketing Strategy. He has received the Outstanding Teacher Award for Executive MBA teaching at the University of Missouri. Consistent with his Operations Research and Management Science background, Syam’s teaching and training strongly emphasizes an optimization-based analytics approach, using data, to address issue in salesforce management. 

Over the last several years he has worked with many companies that are partners of the Center for Sales and Customer Development (CSCD) at the University of Missouri, and of the Sales Excellence Institute (SEI) at the University of Houston. Prior to joining academia, Professor Syam has worked in India for an international company. 

His passion is international travel, especially to ancient archaeological sites around the world, and he tries to make a trip to least one new country each year.

Marketing Department Chair

Murali K. Mantrala is the Sam M. Walton Distinguished Professor of Marketing and Marketing Department Chair at the University of Missouri in Columbia and visiting professor at Guangdong University of Finance and Economics in China. His previous academic positions include J.C. Penney Associate Professor at the University of Florida, Gainesville, and visiting faculty appointments at Bar-Ilan, Chicago, Cologne, Columbia, Duke, ISB, Loughborough, Rutgers, Vanderbilt, Washington-St. Louis, and WHU Koblenz Universities. His industry work experience includes 4 years as a Sales Manager at Sandoz Pharmaceuticals, Mumbai, India, and over 3 years as a Manager at the leading Sales & Marketing Analytics consulting firm in the world, ZS Associates in Evanston, Illinois.  

Murali holds a PhD in Marketing from the Kellogg School, Northwestern University, MBA degrees from the University of Minnesota, Minneapolis, and Indian Institute of Management, Calcutta, and a bachelor’s degree in Physics from University of Delhi. 

Murali has published research papers on two-sided platform marketing, sales resource allocation, compensation design, and retail pricing strategies in leading research journals. Two of his papers in Journal of Marketing Research (JMR were finalists for the O’Dell Award, while two others in Marketing Science (MKS) and Journal of Interactive Marketing won the Frank M. Bass Best Dissertation Paper Award pf MKS in 1998 and the 2013 Best Paper Award respectively. He has received the Distinguished Research Achievement Award of the Trulaske College of Business twice within the last ten years. In 2010, Murali received the Humboldt Research Award for lifetime collaborative research from the Alexander Humboldt Foundation in Berlin, Germany.

Murali has co-edited a well-received book on retailing research Retailing in the 21st Century (Springer, 2008). He is currently Co-Editor-in-Chief of Journal of Retailing and serves/served on the editorial boards of Journal of Marketing, Marketing Science, Journal of Academy of Marketing Science, Journal of Business Research, and Journal of Personal Selling and Sales Management (JPSSM).  He has recently co-edited JPSSM’s Special Issue on Emerging Markets. 

Murali has co-chaired the Inaugural Biennial Enhancing Sales Force Productivity Conference and the 43rd AMA Sheth Foundation Doctoral Consortium at MU in 2008. He is a sponsor member of the Trulaske College of Business’s Davenport Society.


Colleen Jayroe
Office Support Assistant IV
Center for Sales and Customer Development
Marketing Department

Sherri Thomas
Office Support Assistant III
Center for Sales and Customer Development
Marketing Department