SALES PERFORMANCE MANAGEMENT
Process-based optimization of sales and marketing
Often, great potentials for increasing turnover and reducing costs lie in the field of market cultivation. Nevertheless, many companies fail to tap into these potentials and thus to raise – or make transparent – the contribution of their sales departments to overall earnings. In many cases, this is because the marketing and sales departments have a functional orientation which can lead to conflicting targets.
Successful sales performance management hinges on seeing the big picture in terms of customer-oriented processes and the other components necessary for successful market cultivation, as shown in the chart.
Successful market cultivation presupposes that you know there are profitable customers out there, that you know where they are and that you know their needs (recognizing customer potential). This information flows into the market cultivation strategy and determines how the market cultivation processes are aligned.
The market cultivation strategy substantiates corporate strategy in terms of market penetration and defined target customer segments, as well as in terms of product and services portfolio.
The basis for successful realization of the strategic goals lies in clearly-defined processes. Multidimensional performance indicators and the timely provision of reports tailored to meet the needs of recipients, coupled with an incentive system which is based on the performance indicators and fosters growth, support process implementation in daily business and establish a link between the strategic and operative levels.
An important element of being successful in the market and tapping into further growth potentials is to continuously develop and optimize market cultivation and the processes and parties involved.
The impact of sales and marketing – and hence their contribution to overall earnings – can be improved by designing the individual components optimally and ensuring they interact efficiently and effectively through comprehensive sales performance management. We would be glad to offer you our support and advice.