Perhaps of all the job motivational factors, the strongest is the need to be recognized for one's performance, for one's ability. This recognition takes the form of promotion, monetary or other material rewards, and, just as important, being singled out among peers for a job well done.

We know that opportunities for promotion are a driving force for many employees.  But we know too that many excellent sales people do not necessarily make good managers. Recently we analyzed our major accounts and classified them according  to their size,  their present volume of business with Kraft, and the opportunities they offered for greater sales.  We then classified these accounts into three levels based on their overall importance and potential importance to Kraft.  

We then carefully selected our best qualified account representatives from a standpoint of education, experience, and job performance, and assigned them to these accounts.   In doing so, we created two new levels of major account representatives, and therefore three opportunities for promotion within the sales force. These new opportunities have had a very gratifying effect on the morale, enthusiasm, and motivation level of the entire sales force. Kraft has long had a program of "promotion from within."  This keeps opportunity's door open also for advancement to management levels.