LO 18-4 Describe the major functions of sales management.

Sales management consists of three interrelated functions:

(a) sales plan formulation,

(b) sales plan implementation, and

(c) salesforce evaluation. Sales plan formulation involves setting objectives, organizing the salesforce, and developing account management policies. Sales plan implementation involves salesforce recruitment and selection; training; and motivation and compensation. Salesforce evaluation involves the use of quantitative and behavioral measures to assess the performance of the salesforce. Finally, customer relationship management systems and technologies are becoming increasingly important in sales management, boosting selling productivity, improving customer relationships, and decreasing selling and customer service costs.