Sales & Marketing Management

We discussed these criteria for business goals and outcomes in The Business
Plan.

Û The outcomes must be very clearly defined

Û There must be no grey area or room for misunderstanding as to what is

required

Û The outcomes must also be achievable

Û The outcomes must be time phased. It must be clear what period is

being measured

Û The outcomes must be measurable in a clearly understood way

Û The method of measurement should be defined

Consider these four other points:

1. All parties should understand what sources of information would be used to
   retrieve the data for PPO measurement.


2. PPO must always be timed so everyone understands the period of
   performance to be measured and when the deadline or cut-off period will
   occur.


3. PPO are often point weighted to reflect the difference in emphasis that the
   business puts upon various PPO categories.

For example

If a goal were set to increase sales by a

certain percentage or amount,

without defining whether sales meant

gross sales or net sales, it would

lead to controversy at the time of

assessment.