Analysis Of M Company Marketing And Sales Performance Management

In recent years, the growth of hygienic demand and the expansion of medical market leads to a number of domestic medical device companie. One of them is M company. In the storms of the medical device industry, companies are facing many challenges. Being the key role to realize the value of products and the front-line service staffs who represent the companies’ image, marketing and sales personnel will impact the survival and development of companies directly.In order to achieve the purpose of promoting the development of medical device companies by objectively evaluating and improving the performance of marketing and sales personnel, this dissertation analyze the current situation of marketing and sales personnel’s performance management by taking M company as an example. Through questionnaires and interviews, author discovered the present problems:the unreasonable key performance indicators; the lack of effective performance communication and concept of continuous improvement; the less incentive mechanisms related to performance management.On the basis of M company’s status and the results of questionnaires and middle managers’interviews, author proposes the following solutions:1)Draw marketing and sales personnel’s key performance indicators through decomposition of the company’s strategies:for sales staffs, "sales income", "budge control", "customer feedback/complaints" and "weekly/monthly reports submitted and audited"; for marketing staffs, "marketing and information gathering", "products services", "academic training and inspection", "budget control" and "weekly/monthly reports submitted and audited":2) Improve incentives. Link up the performance appraisal results with the career path development of marketing and sales personnel;3) Consummate the performance feedback and complaints mechanisms by CRM platform.All solutions are concerned with the whole process including motives, behavior and performance improvement of marketing and sales personnel, and ultimately will make M company more competitive in the market.