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GfK recently researched planning practices among German companies with outside sales forces. The resulting study demonstrates that the complexity, speed of change and diversity of tasks in sales have further increased in recent years. Heads of sales use professional planning tactics, but usually only when forced to respond to an immediate need. GfK's analysis highlights improvement opportunities, which include viewing sales optimization as a strategic task, using objective and potential-oriented optimization criteria and embracing a professional approach to change management.
GfK asked 152 heads of sales from Germany companies how they optimize their sales territories and outside sales, what they believe to be the greatest challenges and which criteria most impact the success of these measures. GfK's Geomarketing solution area presents the results of this inquiry as part of its third such study on sales territory optimization.
For companies with outside sales force or service regions, success depends on implementing resources strategically and efficiently, explains Patrick de la Chaux, study lead and GfK sales optimization expert. Sales territory optimization plays an important strategic role in this regard. On the one hand, long-term and successful employee-client relationships must be fostered and maintained. On the other hand,...