Marketing Metrics: Measuring Sales Force Effectiveness and Channel Management (Chapter 6)

This is the eBook version of the printed book.

Managing the sales force is one of the most difficult jobs in marketing and sales.  In part, this is because each sales person operates almost as an independent agent--there is often a fair amount of autonomy.  In an effort to monitor and control the sales force, it is often necessary to monitor some of the sales force metrics closely, including measuring the performance relative to a quota.  This section also explores the coverage of the distribution channel.  To measure success within the channel we often want to know the degree of total coverage often measured as all commodity volume (ACV), a weighted measure of the percent of distributors carrying the product.  A more product specific measure is product commodity volume (PCV). The mastering of these measures will ensure that one truly understands the strengths and weaknesses of one’s sales force.