The world is flat, or at least we thought it was until Columbus made a discovery or two while trying to find a faster route to the Far East. In many organizations, sales executives take the same myopic view of sales productivity, refusing to treat it as anything but the ratio of expense to revenue. Not surprisingly, their search across oceans of data generated by finance, human resources and sales force automation systems to find a new world of results can’t ever seem to find dry land.
Measuring sales is easy; it’s measuring selling that presents a challenge. In our research brief “Productivity: More Than Just the Topline,” we looked at how traditional performance metrics are often confused with measures of productivity. In this brief, we will define a more complete framework of metrics that drive a better understanding of sales performance and how to improve it.
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