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.