A Changed Perspective Towards Sales Management

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A Changed Perspective Towards Sales Management

Over the last few weeks, a lot has changed in the way I looked at Sales, Marketing and Business in general. Coming from a creative and digital marketing background, my perception of sales was restricted to cold calling and breathless pitches to customers who may or may not be interested in your products or services. As it turns out, there is a lot more strategic thinking and a number of aspects that go into building an effective sales organization structure.
A lot of times, we have used or heard people use “Sales” and “Marketing” as synonyms. Needless to say, the two are very different but closely related terms. Typically, “sales” is more human-driven whereas “marketing” tends to be more
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This creates the need for organizations to develop an integrated or aligned sales and marketing teams. Communication and working in tandem to achieve a common goal for the organization helps in increasing overall effectiveness rather than marketing assigning targets to sales or vice versa.
While in an ideal organization (where sales and marketing are well integrated) the sales goals and forecasts may be created in collaboration with marketing, the two still have a number of differences in the way things are managed and responsibilities are assigned. Some of the key sales management elements include:
1. Sales Force Organization: This includes the size of your sales force, responsibilities at different levels, reporting structure and organization model to target your potential customers. The four main approaches that a salesforce organization model may fall under are geographic, product-oriented, vertical or horizontal market-focussed and customer/account-driven.

2. Compensation: Creating the right compensation plan that not only fits your overall sales budget but also motivates your salesforce. Identifying the right compensation model is one of the most challenging tasks of sales management.

3. Training & Coaching: Training and
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