What kinds of data should a sales manager seek and how should this data be analyzed to best track the progress of his sales force?
Information is critical to managing the sales force; yet few managers do a very good job of gathering and using this information. They don’t track important variables and they don’t use this information to manage the sales force. In Bowen Industries, a case study that elaborates upon the situation confronting Philip Holder, Bowen Industries newly-appointed commercial sales manager, and one of his regional sales managers, Ron Fischer, you are asked to address the issue of sales information management. The Bowen Industries case series comprises five segments; each segment builds upon the preceding segments.
Case ID: 080504