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Sales-force performance analytics and optimization

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9 Author(s)
Baier, M. ; IBM Corporate Headquarters, Armonk, NY, USA ; Carballo, J. E. ; Chang, A. J. ; Lu, Y.
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We describe a quantitative analytics and optimization methodology designed to improve the efficiency and productivity of the IBM global sales force. This methodology is implemented and deployed via three company-wide initiatives, namely the Growth and Performance (GAP) program, the Territory Optimization Program (TOP), and the Coverage Optimization with Profitability (COP) initiative. GAP provides a set of analytical models to measure and optimize sales capacity and profitable sales growth. TOP develops a set of analytical models and methods for the analysis and optimization of assigning customers to sellers and other sales channels. COP provides additional recommendations on sales-coverage adjustment on the basis of an improved estimation of customer profit. We discuss these three programs in detail and describe how they work together to provide an analytics-driven transformation of the IBM global sales force to improve various sales metrics, such as revenue and cost.

Note: The Institute of Electrical and Electronics Engineers, Incorporated is distributing this Article with permission of the International Business Machines Corporation (IBM) who is the exclusive owner. The recipient of this Article may not assign, sublicense, lease, rent or otherwise transfer, reproduce, prepare derivative works, publicly display or perform, or distribute the Article.  

Published in:

IBM Journal of Research and Development  (Volume:56 ,  Issue: 6 )