Probably for as long as there have been sales forces, managers have sought ways to determine whether they are effective or not. In the past, salespeople were estimated on the basis of their sales-that is, did they reach their sales quotas? (1)____ With the role of the sales force changed from being purely concerned with selling to becoming more involved in marketing and took more responsible for maintaining customer relationships, managers recognized the need for expanding evaluative criteria beyond just the achievement of sales goals. (2)____ (3)____ The evaluation criteria of today are vast different from those in the past.(4) ____ Sure, sales are still important, but now other measures are gaining in importance as well.
One of the more often discussed measures is ROI (return on investment). More and more top executives are asking their sales managers for accountant-as in " Are we getting the returns we seek from the sales force?" (5)____ The idea is that by measuring the impact of programs designing to aid the selling process as well as measuring sales closures, the marketing team can be more effective and efficient. (6) ____ Fortunately, it isn't always that easy. (7) ____ In a survey conducted in 2002 of companies with a marketing budget of $1 million or more, 56 percent indicated they had no system for measuring the ROI on their marketing investments. As noted by David Reibstein of the University of Pennsylvania's Wharton School of Business, "In marketing, benefits as advertising impact aren't easily put into dollar returns. (8)____ It takes a leap faith to come with a number." (9)____ Marketers know that it is often difficult to separate advertising, promotions, and other communications efforts in the selling effort. (10)____

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