Assessing the Drivers of Sales Performance
Glen Petersen - March 20, 2006

Introduction

Most organizations manage business development in a context of cost containment. Metrics such as sales cost per dollar revenue are used for budgeting purposes with the intention of maintaining bottom-line profitability. This approach of managing by trend or history assumes that history is a good approximation of the future. However, these practices are the result of having little insight as to what actions actually drive results, forcing organizations to use history as the benchmark, even though history offers very little opportunity to truly manage resources...