Measuring sales performance

Many organisations fail to realise that the complexities of sales performance measures go beyond the gathering and reporting of data and a number of factors can make it problematic.

Measuring sales performance

Javier Marcos, Monica Franco and Peter KerrCranfield School of Management

Javier Marcos, Monica Franco and Peter Kerr from Cranfield School of Management explore why focusing solely on financial indicators isn't the best way to judge performance, and how setting unrealistic targets is demotivating.

Most companies that have sales functions have sales performance measurement systems in place. The types of sales performance measures depend on the nature of a firm's sales processes and internal requirements. The selection of sales measures also hinge on the maturity of a firm's CRM systems and sales automation solutions that enable the...

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