This is where it all begins. This is the amount of money that
your clients spend on your products and services and that determines your
market share. This is the KPI that you specify as targets for your sales
personnel, for your communications campaigns and as the first (top) line in
your valuation
models for brands, products, communications campaign and other
sales-related objects and projects.
In order to analyze properly your gross sales, you will need
to break it down by every dimension imaginable. By year, quarter, month, week (maybe,
even day); by brand and product; by geographic region and location; by your
sales rep, etc. This will obviously require a whole lot of decomposition tables and diagrams.
Your gross sales will need to be maximized, obviously. In
reality, your whole company must work hard (i.e., at maximum performance) to
maximize your sales, but your ‘frontline troops’ are obviously those involved
in sales proper, CRM, UVP development, target market analysis, brand and
product management, corporate communications and management of your core
competencies and competitive advantages.
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