Unconventional B2B Marketing Creates Success for Small Company
January 8, 2009 by admin
Filed under Case Studies
by Michael J. Webb Most businesses have difficulty finding, winning, and keeping enough customers at one time or another. This can be especially true for companies in technical industries. Synergetic Microsystems had this problem, and this article explains how they solved it. First, some Read more
Implementing a Formal Selling Process and Performance Measures in a Sales Organization
January 8, 2009 by admin
Filed under Case Studies
Implementing a Formal Selling Process and Performance Measures in a Sales Organization[1]
Joe Vavricka and Barry Trailer
Trailer Vavricka, Inc.
Summary: 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.
THE TRADITIONAL SALES MANAGEMENT APPROACH
Role of the salesforce
The purpose of the majority of corporate salesforces is twofold:
- Keep sales revenue coming into the company at a rate that meets or exceeds budgeted revenue and growth targets.
- Create customer expectations and relationships which will produce high satisfaction, desire to buy more in the future, and customers who are willing to act as references to influence prospects, generate referrals, and provide feedback that will help improve products and services.
The traditional sales approach
Sales departments traditionally operate informally, that is, without having a formal selling process followed by Read more
