Facts and numbers about sales efficiency (Part 1)

MindZ Business Design prepared the first report surveying the efficiency of Hungarian consumer good-selling companies. Results were presented at the Business Days conference with Otília Dörnyei, client service director of GfK Hungária, the company that put the idea into practice. In the qualitative research 1/3 of the participating companies are in Hungarian ownership and 2/3 are international or multinational companies. They employ 8,000 people, represent HUF 600-billion revenue and 20 percent of the Hungarian FMCG sector’s turnover. With the 20 sales directors there are 1,350 people working in sales and there is on average 82-percent distribution (in 2013). MindZ’s model used four basic pillars to analyse the efficiency of sales organisations. In addition to objective KPIs the subjective satisfaction levels of executives were also taken into consideration in the four main topics. At the Business Days conference we asked participants to use handheld voting devices to answer a few questions. Nearly 100 answers given this way justified the results of our study and we came to the conclusion that with the majority of FMCG companies our survey results can be considered a benchmark. It is noteworthy that 92 percent of companies reached their sales target in 2013. We found that 80 percent of sales personnel achieve or overachieve their own personal objectives. Sales organisations’ task is changing, together with the direction of the right approach. The way we see it, only those sales organisations can be effective which are able to transform from present operators into future integrators. Many more facts and numbers can be read in the Sales Insight 2014 report. The study costs HUF 285,000+VAT and can be ordered at otilia.dornyei@gfk.com n