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You can only manage in marketing and sales what you can measure!
The basis for the efficiency and success of your structures, processes and results in marketing and sales are numbers, data, facts. Controlling for marketing and sales, for example, fulfils this task:
- Planning of marketing activities can be better supported by concrete data,
- Expenditure on marketing activities becomes more measurable,
- Sales staff are supported by sales controlling,
- detailed sales results can be used to check the extent to which the sales strategy can be successfully implemented,
- Sales controlling can help to understand customers better.
A basis for this is good quality and continuous data collection and data evaluation as well as the definition of relevant KPIs.
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