Planning and Controlling: The Middle Ground Between “Flying Blind” and “Graveyards of Numbers”

  • Christian Homburg
  • Heiko Schäfer
  • Janna Schneider
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

While the earlier sections of this book focus on the development of a well-conceived sales strategy which defines target customers, this chapter focuses on operational sales planning on an annual cycle, which is essential for effective implementation. Thus, this chapter considers planning in a very adaptive and dynamic way to maximize sales organization effectiveness. In addition to providing details on each of these planning steps, this chapter offers broader considerations in sales management and control that should engage all managerial levels.

Keywords

Supervisory Board Sales Management Sales Revenue Operational Sales Sales Activity 
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References

  1. Homburg, Ch., & Schenkel, B. (2005). Planning Excellence. Arbeitspapier (M101) des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim, Mannheim.Google Scholar
  2. Jenner, T. (2001). Zum Einfluss der Gestaltung von Planungsprozessen auf den Erfolg strategischer Geschäftsfelder, Zeitschrift für betriebswirtschaftliche Forschung. März, 53, 107–126.Google Scholar
  3. Köhler, R. (1993). Beiträge zum Marketing-Management: Planung – Organisation – Controlling (3rd ed.). Stuttgart: Schäffer-Poeschel.Google Scholar
  4. Weber, J., & Schäffer, U. (2000b). Entwicklung von Kennzahlensystemen. Betriebswirtschaftliche Forschung und Praxis, 1, 1–16.Google Scholar
  5. Winkelmann, P. (2008b). Vertriebskonzeption und Vertriebssteuerung: Die Instrumente des integrierten Kundenmanagements (CRM) (4th ed.). München: Vahle.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

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