1 Introduction
1.1 Executive Summary
Over the past years the company’s environments are getting more and more manifold and complicated. New, flexible forms of sales, E-Commerce and growing IT-know-how as well as an increasing change in customer preferences and requirements on the world market lead to modified tasks of sales representatives and increasing importance of sales organizations within the companies. According to a research of the consultancy firm Mercuri International1 most of the interviewed companies forecasted that the expansion of distribution channels, the improvement of existing sales concepts, international sales activities and further sales controlling are the key issues for the future.
1.2 Scope of Work
The assignment “Methods to identify success in a sales organization - sales controlling” starts with the introduction which includes the executive summary and the scope of work that is realized in here.
The second chapter deals with a detailed definition of the problem that causes the relevance of this assignment, the determination of the objectives as well as the methodology that describes the assignment’s structured procedure. Chapter three is focused on the basics of sales and controlling. At this juncture in particular sales, controlling and sales controlling are being analyzed. Chapter four is about the objectives and tasks of sales controlling where as chapter five describes the different methods of sales controlling.
Finally, the results of this assignment are summarized; especially whether the set objectives are reached as well as critical comments about the assignment is given in the last chapter. The purpose of this assignment is to provide further research insight on a topic, which still has not yet reached saturation in terms of analysis and understanding even though there is a voluminous literature on sales controlling.
Table of Contents
1 Introduction
1.1 Executive Summary
1.2 Scope of Work
2 Problem and Research
2.1 Problem Definition
2.2 Relevance and Motivation
2.3 Methodology
3 Basics on sales and controlling
3.1 Sales
3.2 Controlling
3.2.1 Origin
3.2.2 Characteristics
3.3 Sales controlling
3.3.1 Operative sales controlling
3.3.2 Strategic sales controlling
4 Objectives and Tasks of Sales Controlling
4.1 Objectives of Sales Controlling
4.2 Tasks of Sales Controlling
5 Methods of sales controlling
5.1 Distribution cost accounting
5.2 Sales income statement
5.3 Analysis of sales channels
5.4 Management of sales representatives
5.5 Reporting of sales force
6 Conclusion, critical comments and outlook
Objectives and Research Focus
The primary objective of this study is to underline the importance of well-implemented sales controlling for corporate success and to critically examine management methods in this field. The research addresses how sales controlling can support corporate management through decision-relevant information and efficient coordination.
- Significance of sales controlling for corporate success
- Objectives of efficient sales controlling implementation
- Tasks and functions within sales controlling
- Methods for distribution cost accounting and sales reporting
- Performance management of sales representatives
Excerpt from the Book
3.1 Sales
Against the background of an increasing marketing orientation within the area of distribution, a strict separation of the terms distribution, marketing and sales is no longer adequate.
Today, the term sale is used nearly synonymously to the terms marketing and distribution. Sales particularly contain the sales of goods.
Sales in the broadest sense goes beyond the distribution of goods (logistics), controlling of the field organization as well as the care of the relations of a manufacturer to the trade and/or in case of direct selling with the end customer.
As already mentioned above, the sales play a key role for the success of a company. With the help of sales strategy fundamentals for profitability, financial stability, revenue increase, and evaluation of the future market as well as earnings potentials are set as equivalent of the customer use.
In view of the increasing dynamics in the markets, it is even more essential to aim at target groups and customer segments. Due to this reason a fast and flexible customer management is to be called as the most important orientation/adjustment of an efficient sale, i.e.:
Summary of Chapters
1 Introduction: Provides an executive summary and defines the scope of work for the assignment.
2 Problem and Research: Discusses the problem definition, the relevance of the topic, and the research methodology applied.
3 Basics on sales and controlling: Covers foundational definitions and concepts regarding sales, general controlling, and the specific domain of sales controlling.
4 Objectives and Tasks of Sales Controlling: Outlines the goals of sales controlling and details the specific task complexes involved.
5 Methods of sales controlling: Explains concrete instruments such as distribution cost accounting, sales income statements, and reporting systems for the sales force.
6 Conclusion, critical comments and outlook: Summarizes the findings and provides an outlook on the future necessity of sales controlling.
Keywords
Sales Controlling, Distribution, Marketing, Customer Management, Performance Measurement, Contribution Margin, Strategic Planning, Operational Controlling, Sales Force Management, Profitability, Financial Stability, Revenue Analysis, Decision Support, Sales Channels, Market Strategy
Frequently Asked Questions
What is the primary focus of this work?
The work focuses on identifying and analyzing methods to ensure success in a sales organization through the implementation of effective sales controlling.
What are the central thematic fields covered?
The core themes include the integration of sales and controlling, the definition of operative and strategic sales controlling, and the use of financial instruments for sales management.
What is the main objective of the research?
The goal is to reveal the importance of managed sales controlling for corporate success and to explain critical management methods.
Which scientific methodology is used?
The assignment is based on secondary research, utilizing existing literature to analyze the problems and requirements of sales controlling.
What topics are discussed in the main section?
The main section covers basics, objectives, tasks, and specific methods such as distribution cost accounting and sales reporting.
Which keywords define this study?
Key terms include Sales Controlling, Customer Management, Contribution Margin, and Sales Performance.
How is the sales force managed according to the book?
The book suggests moving from revenue-oriented to contribution-margin-oriented management to ensure sales representatives behave in a way that aligns with corporate success.
Why is the "sales report" considered important?
It acts as a central instrument for the information supply to sales management, ensuring that both management and the sales force have relevant data for decision-making.
- Quote paper
- Stefanie Welz (Author), 2006, Methods to identify success in a sales organisation, Munich, GRIN Verlag, https://www.grin.com/document/73461
