Marketing Expert Witness On Performance Part 1
In Distributor & dealer litigation: How to win cases through the evaluation of the distributor and/or dealer’s performance, marketing expert witness Don E. Smith, President, American Consulting Group, LLC, writes:
THE LIMITATIONS OF USING SALES QUOTAS AS THE PRIMARY MEASURE OF PERFORMANCE
A. Often the dominant measure of performance. Frequently a single value.
B. Often defined with very limited information. Can be difficult to defend.
C. Can lead to poorly defined and implemented distributor upgrade and termination programs.