Industry is familiar with audits which focus on finances, human resources, operations and production, and marketing, but little interest has been shown in developing an audit to evaluate a firm's sales management process. This void is interesting in light of the large amount of financial and personal capital that organizations invest in their sales forces. A comprehensive, systematic, diagnostic, prescriptive tool to assess a firm's sales management process and to suggest needed changes would be helpful. The authors present such a tool—the sales force management audit—and discuss who should perform the audit, when it should be performed, and the benefits of the audit.
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