Sales Performance: Fact or Fiction?

Berry, Dick
August 1986
Journal of Personal Selling & Sales Management;Aug86, Vol. 6 Issue 2, p71
Academic Journal
All sales managers in a company operation work together in a coordinated way, aware of the expectations and accomplishments of each individual salesperson and the promotional support units, as well as to have an understanding of competitive activities and dynamics of the market place. The crux of the measurement and comparison problem is that there are so many interposing variables involved, that is, the combined effects of salesperson motivation and skill, promotional support and market conditions. Sales analysis is used in evaluating and controlling the sales effort, but also in contributing to the overall management of the company with respect to its orientation, expansion and competitive effort; the detection of marketing strengths and weaknesses and the formulation of marketing strategies; the administration of non-marketing functions, including production planning, inventory management, cash management and facilities planning. In the planning stage, sales executives determine the scope of goals, objectives and action plans for their operation. In organizing, the resources are allocated and distributed with special emphasis on sales force arrangement and staffing requirements in the case of sales operations.


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