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

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


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.


Supervisory Board Sales Management Sales Revenue Operational Sales Sales Activity 
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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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