By Charles H. Green, Contributing Editor
When was the last time you thought about sales efficiency vs. sales effectiveness? In the last five to 10 years, things have changed in the customer world, and it’s time to revisit this age-old question. The importance of effectiveness has increased—yet the emphasis on efficiency has continued about the same. Thus we are over-stressing efficiency at the cost of effectiveness.
Sales Efficiency and Sales Effectiveness Defined
Let’s start with simple definitions. Selling efficiency is a measure internal to an organization or function. It’s how much investment you make to get a dollar of sales. It’s about how you utilize internal resources.
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