Key Marketing Metrics, 3rd Edition

6

Sales force management

Key concepts covered in this chapter:

• Sales force coverage
• Sales force goals
• Sales force results
• Sales force compensation
• Pipeline analysis

Introduction

This chapter addresses sales force metrics. It lists and defines the most common measures for determining whether sales force effort and coverage of customers and potential customers are adequate. We also discuss pipeline analysis, which is useful in making sales forecasts and in allocating sales force effort to different stages of the selling process. Pipeline metrics are used to monitor the sequence of selling activities, from lead generation, through follow-up, to conversion and sales. The most important of these represents the percentage of initial leads who ...