Implementing a Formal Selling Process and Performance Measures in a Sales Organization

Jun 18th, 2015
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This paper describes implementing a process management framework and performance measurements into a corporate sales organization. It begins with describing the traditional approach to sales management and the potential impact of improving sales performance on revenue and profits. Then, the company’s process-based approach to sales management is described along with the key performance measures most relevant for monitoring sales revenue production across sales, marketing, and customer support departments. This case illustrates that viewing sales as a production process and implementing process performance measures will enable a company to significantly increase sales and improve sales predictability by increasing productivity throughout the process. Role of the salesforce The purpose of the majority of corporate salesforces is twofold: 1. Keep sales revenue coming into the company at a rate that meets or exceeds budgeted revenue and growth targets. 2. Create customer expectations and

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Implementing a Formal Selling Process and PerformanceMeasures in a Sales Organization1Joe Vavricka and Barry TrailerTrailer Vavricka, Inc.Summary: This paper describes implementing a process management framework andperformance measurements into a corporate sales organization. It begins with describingthe traditional approach to sales management and the potential impact of improving salesperformance on revenue and profits. Then, the companys process-based approach to salesmanagement is described along with the key performance measures most relevant formonitoring sales revenue production across sales, marketing, and customer supportdepartments. This case illustrates that viewing sales as a production process andimplementing process performance measures will enable a company to significantlyincrease sales and improve sales predictability by increasing productivity throughout theprocess.THE TRADITIONAL SALES MANAGEMENT APPROACHRole of the salesforceThe purpose of the majority of corporate salesforces is twofold:1. Keep sales revenue coming into the company at a rate that meets or exceedsbudgeted revenue and growth targets.2. Create customer expectations and relationships which will produce highsatisfaction, desire to buy more in the future, and customers who are willing to actas references to influence prospects, generate referrals, and provide feedback thatwill help improve products and services.The traditional sales approachSales departments traditi

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