Apparently also the sales manager have this expectation. Because more than half of them expects that sales by more than 6 percent would then rise as a consequence. A quarter of respondents assumes even growth in double-digit magnitude. Pufahl looks but as a prerequisite for creating above all a clear strategic direction. The past viewing frequently performed in practice by means of operative sales controlling while contributing to a better understanding, is however not comprehensive enough”, he stressed. Rather, a modern sales management must define goals that examine risks and provide alternatives. Pufahl recommends the operative sales controlling should get, therefore a clear strategic base”.
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