The study aimed to compare employed salespeople with outside agents (or representatives) in the aspect of providing commercial information, checking for perceived differences between the information provided by each sales force. A literature review was performed with the subjects marketing orientation, sales force and commercial information, checking intersections between issues. We developed the work through a case study with 4 units of analysis on Brazilian industries of the health sector. Interviews were conducted with major corporate executives and data were analyzed through a simple content analysis. The literature review identified that the market-oriented companies systematically use information from this market, and those companies’ sales force need to be focused on this direction. The study’s analysis units showed that, generally, the quality of information provided by direct sales force is superior to the outsourced sales force, but this sales force aspect is not used as criteria for commercial structuring and it is primarily based on costs. The study brought information for reflection on the strategies and commercial policies from companies, demonstrating the importance of considering the commercial information brought by the sales force as a criterion for structuring this sales force. The originality of this work was to relate the subjects, market orientation, sales force and commercial orientation, bringing an empirical study that compares the information brought by direct and outsourced sales force.
Key words: Sales force, information.