Marketing could be defined as getting the right product to the customer at the right time and in the right place. Whether this happens or not would, especially in B2B Marketing, depend to a large extent on how well the sales structure is organized. When considering Sales any company must consider five main factors all starting with a C when making any major decisions wrt Sales: Capacity, Control, Coverage, Cost, and Conflict.
Capability: The starting point of any sales decision is to assess whether the company has the ability to create a sales force with the necessary skills to meet the customer requirements. The company should ask questions like "What do we need our salespeople to do?" and "Are the available, recruited salespeople capable of completing the tasks?" The company should also consider the tradeoffs involved in serving the customers in other ways, such as a distribution channel with agents or value-added retailers.
Control: A direct sales force provides companies with
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