Summary
Quotation management and lost order analysis are critical elements of B2B industrial marketing that most manufacturers overlook or do not manage effectively. However, when properly designed and used, they are an excellent means by which a company can keep tabs on market activity, its competitive situation, and its success in planning, executing, and evaluating company and sales force performance and growth strategies.
The absence of a good quote management system or lack of quote analysis and lost orders is a major impediment to developing and executing effective growth strategies. Even where a quote management system exists, few SMMs use them to obtain market intelligence to improve sales or gain competitive advantage. Table 35 shows ...
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