STEPS 5 AND 6: INFORMATION/CRM (ENLIGHTENING DRIVERS and
INCENTIVE PLANS / MOTIVATION (EXCITER DRIVERS)
(25 points total)
Step 5 Information / CRM
Using information technology is vital to enhance sales effectiveness. It provides insight, helps for planning and
measuring progress and results. Sales managers must decide what to measure (sales metrics) and to identify and
build tools to help them manage and control the business. ENLIGHTNING DRIVERS inform your organization
with information and tools to help them communicate to and manage customers and execute the strategic sales plan.
Part A (10 points):
Metric Selected What does it measure?
Sales Growth Investing in the sales operation
team we can measure how well
the sales growth will change.
We will track this year’s sales
versus last year’s sales.
Product Performance With coming up with new and
innovative flavors and new
innovative packaging we must
track the product performance.
With selling multiple products
it’s important to track sales for
each area.
Strategy the metric supports
We will invest in the sales
operation and organization
and hire product-based
specialization sales
representatives as we have no
specialized roles on our team.
The sales manager must train
these newly specialized sales
individuals, work closely
with the current six sales
representatives, and create a
better system for the sales
organization to ensure the
new hires are working
effectively. The targeted
growth of $10 million
(+10%) in 2024 as Mr. Fitz
desires will be a result of
investing and re-organizing
the sales team.
The marketing team will
create a new marketing plan
with promotion on all social
media platforms, produce a
more eye-catching packaging,
and the promotion for the
new innovative flavors. The
Marketing Manager will be
responsible for promoting the
new flavors in store flyers
and magazines, social media,
and radio publications which

On Time Delivery
Percent of Sales Reps meeting
Quotas
Net new revenue attainment
With there being a separate
distribution center, we must
ensure they are meeting
operations criteria. Tracking
percentage of delivering
product to customers on time
will ensure they are running
smoothly.
By monitoring which sales reps
are meeting quotas, you are
measuring the effort being put
toward each of their accounts.
With my new strategy with
setting up an employee
productivity tracking system to
see how the employees can
improve and who are meeting
their tasks.
With my strategy to create a
will increase competitiveness,
increase customer demand,
and improved profit for the
company. We can see an
improved profit next year of
about $750,000 with the new
marketing campaign.
Yummy’s Sales Reps will
visit the distribution
warehouse once a month to
train the distributors on how
to sell and solve solutions the
team may be facing.
Distributors are also working
closely with retailers and
customers so they will also
provide our company their
insight about the market.
Meeting monthly will allow
for feedback, improvement
on operations, and improving
customer service to
subsequently reduce costs.
These meetings can help the
distributors find and gain
more business and in result
could spread our client reach,
this could give us around
$500,000 in sales revenue.
We will set up an employee
productivity tracking system
to see how the sales
representatives work from
their homes. There will be
incentives for the employees
for certain task completion or
criteria being met. This will
give the Sales Manager
knowledge on each employee
to improve, increase overall
productivity, and manage
work more efficiently. The
productivity tracking system
strategy could increase sales
revenue by $450,000.
We will create new
 new promotional plan we must promotional strategies that
measure the total additional the marketing team, sales
revenue generated. We must team, and the Merchandising
also measure the total Manager will work together
“incremental” revenue to achieve this goal. The
generated by existing marketing team will generate
customers. coupons for the in-store flyers
and magazines, the
Merchandising Manager will
build end-of-isle displays,
and exhibit price feature signs
around the stores to upsell our
products. This new
promotional strategy will
increase product awareness,
increase customer reach, and
increase sales and demand for
our product. We can see
around a $1 million sales
increase for the year 2024
with this strategy.
Revenue by product With my strategy to create new The marketing team will plan
ice cream flavors and concepts and create new Ice cream
we must track the revenue by flavors and experiment with
product. This will allow us to incorporating popsicles into
determine our most and least our brand product line. The
profitable offerings and marketing manager will work
optimize product mix to drive alongside the sales manager
growth. to discuss to create and assess
new products and determine
how the customer will
respond to it. The marketing
team along with the sales
team will develop new
concepts, test how the
concept will do, design the
product, create a marketing
plan, and promote the idea to
the CEO. This sales strategy
for a wider product line will
result in a $2.5 million dollar
sales revenue increase.
Website Traffic With my marketing team The marketing team will
creating new promotional create a new marketing plan
strategies on all social media with promotion on all social
platforms, using the website media platforms, produce a
 traffic metric will allow us to more eye-catching packaging,
understand sales trends. We and the promotion for the
can use Google Analytics to new innovative flavors. The
track this daily. Marketing Manager will be
responsible for promoting the
new flavors in store flyers
and magazines, social media,
and radio publications which
will increase competitiveness,
increase customer demand,
and improved profit for the
company. We can see an
improved profit next year of
about $750,000 with the new
marketing campaign.
Manager- Employee Setting up my employee We will set up an employee
Connections productivity tracking system productivity tracking system
will ensure employees are to see how the sales
working at the level we expect. representatives work from
If employees are having trouble their homes. There will be
meeting deadlines we must use incentives for the employees
this connect manner so we can for certain task completion or
improve efficiency. criteria being met. This will
give the Sales Manager
knowledge on each employee
to improve, increase overall
productivity, and manage
work more efficiently. The
productivity tracking system
strategy could increase sales
revenue by $450,000.
On- Time Product Delivery With my new marketing plan The marketing team will
we have many aspects that are create a new marketing plan
being created or improved such with promotion on all social
as social media platforms and media platforms, produce a
new innovative flavors. We more eye-catching packaging,
must use the on-time product and the promotion for the
delivery to track the rate of on new innovative flavors. The
time project delivery and see Marketing Manager will be
how well we are working and responsible for promoting the
how we can improve. new flavors in store flyers
and magazines, social media,
and radio publications which
will increase competitiveness,
increase customer demand,
and improved profit for the

Return on Investment With my sales operation
investment and hiring new
specialization roles we must
measure the profits in relation
to our investment. We can
make many decisions based on
this metric.
Part B (5 points):
CRM Technology Chosen Feature
HubSpot 1. With one of my biggest
company. We can see an
improved profit next year of
about $750,000 with the new
marketing campaign.
We will invest in the sales
operation and organization
and hire product-based
specialization sales
representatives as we have no
specialized roles on our team.
The sales manager must train
these newly specialized sales
individuals, work closely
with the current six sales
representatives, and create a
better system for the sales
organization to ensure the
new hires are working
effectively. The targeted
growth of $10 million
(+10%) in 2024 as Mr. Fitz
desires will be a result of
investing and re-organizing
the sales team.
Benefit
1. The benefit of having
 strategies being gaining
customers and growing
traffic to our company I
believe HubSpot is an
all-in-one sales package
to do so. HubSpot will
guide my marketing
team as their features
include: tools to help
with SEO, social media,
landing pages,
marketing automation,
blogging, and web
analytics.
2. Another necessity in
my new sales strategy
plan is tracking insights
and analytics to ensure
we are driving traffic 2. It is hard to analyze
and new customers.
With HubSpot they
provide analytics for
customer lifecycle,
website performance
metrics, and marketing
reports. We can
measure how different
marketing interactions
drive revenue and
easily create reports.
3. HubSpot features a
CRM Database of your
business relationships
and processes. With 3. This feature prevents
this database we can
create and import
records, manage
properties, view and
segment records, edit
log activities, associate
records, and customize
records. You can also
use a feature to use
HubSpot data sync to
set up a two-way with
a variety of other
platforms.
4. With HubSpot you can
this all-in-one
marketing package can
increase profitability,
attract more clients,
and increase revenue
for our company.
Gaining company traffic
can grow your business
and help with
expanding your
product line. With tools
to help with our SEO,
landing pages, and
social media we can
reach our target
audience to convert
them to loyal
customers.
metrics and data when
they are in separate
systems, but with
HubSpot it is in one
system. We can
determine key trends
from the reports that
measure CRM data. We
can also measure how
each website page is
performing, compare
key metrics, and find
best customer traffic
sources.
struggling in the search
for a contact every
time you need it,
avoiding entering
customer data again
and again. Collecting
and organizing within
this database will allow
you to segment, track,
and report within one
program. Filtering your
records with this
database can give you
an option to contact
 customize your
dashboard to meet
your business and
customer needs. With
this feature you can
add reports to your 4. This dashboard is very
dashboard, filter
reports, edit or
customize reports
easily in one area. This
filtering feature allows
you to find specific data
ranges, specific owners
or teams, or specific
pipelines.
5. Email marketing is one
of the most effective
ways to communicate
with existing and new
customers for your
business. With HubSpot
CRM you can send bulk
emails, using
predefined emails with
relevant content. There
is also a feature that
provides pre-built
templates to make 5. With email marketing
more personalized
emails.
customers not reached
in 90 days. Without this
feature you wouldn’t
know this type of
information.
useful when finding
data from specific time
periods and even
monitor and analyze
social media
performance. Using a
customized dashboard
will save you time,
increase collaboration,
communications,
monitor and analyze
key metrics, data
visualization, and many
more features. With
this all-in-one
dashboard our
company can improve
our accuracy,
organization, efficiency,
and overall save us
money.
we can create
personalized content,
collect feedback,
improve sales,
communicate with
customers, and
generate more traffic
to our site. HubSpot’s
email marketing tools
help send tailored
emails to different
types of customers.
Receiving feedback is
very useful, to continue
the engagement,
improve upon
customer needs, and
understand customer
satisfaction.
Pipedrive 1. The CRM feature is only 1. You can use this
beneficial when you
can easily filter your
spreadsheets. With this
feature you can add or
remove columns for a
simple look into the
day, month, and year
at a glance. Companies
can easily see overdue
projects and create
very specific filters.
2. Pipeline provides
integrations with email
providers, marketing,
and sales software such
as Gmail and 2. With this integration
Quickbooks! You can
integrate streamline
communication,
marketing automation,
build custom
integrations, and more.
This feature
automatically connects
all your databases and
collects all contacts
easily.
3. Pipedrive’s Scheduler
features tools to
schedule meetings,
share your availability,
and continually
improve your sales 3. Spending less time
communications. This
feature allows you to
set and share time slots
and allocate and send
time slot proposals.
You can filter your
meeting length, email
your link to contacts,
send confirmations,
and more.
4. The Smart Contact Data
feature allows you to
find out more about
your leads through
filtering feature to
determine what tactics
are providing the most
value. These specific
filters will give you a
better understanding
with your products,
people, organizations,
and deals. With these
custom filters you will
stay super organized
and save your
company/employees
time in finding very
specific data.
feature, we will save
time and effort because
you won’t need to
change your processes.
This features connects
all your best tools to
boost productivity and
employee satisfaction.
The benefits include:
automating sales tasks,
adapting sales
workflows, sync all
your tools,
collaborating easily,
and keeping everything
together.
struggling to find a
meeting time that
works for both people
is difficult, so having
software that you can
view any time is very
helpful. Manually
planning emails will
cost your time and
money is solved with
the Scheduler feature
on Pipedrive. This also
allows for a better
customer experience as
 PipeDrive. This feature
searches the web for
valuable data about
leads from online
public information. You 4. This PipeDrive feature
can gain leads just by
clicking a button and
the program will do all
the public research, so
you don’t have to
manually do it yourself.
5. Email template feature
allows you to send
introductory emails to
potential leads, perfect
follow-ups, and send
emails on time. You can
also use the new
features the Email
feature provides:
merge fields,
embedded images, file
attachments, and
template sharing.
Having the ability to
insert images into your 5. Email templates are
email is a great way to
grab the recipients
attention and get
creative.
Zoho 1. Zoho uses visual 1. This visual analysis
analysis to visually see
your data with charts,
widgets, reports, and
dashboards. You can
combine multiple
reports into their
dashboard for specific
it is easy for them to
schedule meetings and
easily contact the
company.
gives you a better
understanding of your
customers, pre-
qualifying leads,
shortening webforms,
and reducing manual
research time. With
learning more about
our contacts we will
better develop
effective
communication and
relationships with
them. You will in turn
save time and money
sifting through google
to find information on
your contacts or save
money paying an
employee to do so.
one of the easiest ways
to save time with the
process of emailing
clients. Email
marketing is one of the
most beneficial ways to
introduce yourself to
potential clients and
leads. Not a lot of the
other CRM programs
have the availability to
share templates with
your colleagues.
feature allows
executives to track key
performance
indicators. You can
compare and measure
your metrics across
countries, regions,
 reports or visuals. This
feature also includes a
GEO visualization tool
to analyze your
geographical data with
map charts.
2. Augmented analytics is
the use of AI to make
data-driven decision
making in businesses.
There are features such
as Ask Zia where you
can ask a question such 2. Understanding
as “show me the sales
by items” and they can
actually give you
relevant reports. You
can also create forecast
models and predict
upcoming trends for
the future.
3. They also have a
collaborative analytics
feature so you can
share your dashboard
and reports to multiple
employees. You have
control over what you
want your employees
to see or work on,
putting filters such as
read-only and read-
write. They also have a
commenting feature so 3. With this Collaborative
employees can
collaborate on reports
through one program.
4. Zoho has a strong
security system to help
ensure your data is
safe, backed up, and
logs all user activity.
With this feature you
can determine who
logged in, at what time,
for how long, and what
was accessed. You gain
much more control
states, and counties to
gain an understanding
of your demographic
geographically. No
other CRM program
has this visual analysis
feature which I believe
is very necessary for
our executives to get a
clear understanding of
different reports and
data.
correlations in data
helps your business
predict future trends
and outcomes and you
gain a better insight on
your measure metrics
with a click of a button.
Your employees will
save time because they
won’t be manually
creating visual reports
for specific data
correlations, instead AI
can generate this for
us. Overall you will stay
on top of your goals
and any changes
currently or in the
future towards your
company.
analytics feature you
skip the time it would
take to manually send
out reports and assign
tasks to employees as
they can all have access
to this collaborative
program. Scheduling
when you want reports
and dashboards to be
sent out and to whom
will save time and
ensure employee
satisfaction. This
 over your own data
and you can decide
which employees have
access to what
information.
5. They also provide data
preparation and 4. Security and keeping
management feature to
cleanse, transform, and
enrich your data to
easily analyze it. They
will provide you with
suggestions on what
data to analyze,
identify false data, and
overall organize
everything for you. You
can organize your data
sets even deeper by
filtering with
categories, custom
tags, data quality,
readiness and more
5. Being able to organize
program allows for a
better employee-
manager relationship
and you can determine
colleagues are working
effectively.
data safe within a
company is of upmost
priority, so with this
feature including
detailed security is very
necessary. Backing up
data is also very
essential as companies
can lose so much
valuable information
and data, but with
Zoho’s security system
they backup data every
day. The feature
showing which
employee has logged
in, where, and at what
time can also provide
the company with
employee tracking
goals.
data In this program
will allow for less
mistakes, fixing
duplicates, and
improve the overall
quality. You will
decrease the amount of
time it takes your team
to analyze the data
yourselves or manually
find databases. With
this tool you can alter
databases uniformly
and search through
data sets so much
easier.
Step 6 Incentive Plans / Motivation

Incentive compensation has a high impact on sales and comes with a high cost. Plans must be carefully constructed
to excite the sales organization. The plan must be fair and pay for performance. EXCITER DRIVERS motivate sales
reps to work hard, execute sales strategies, and achieve challenging goals.

Part A (5 points):
 The salary-incentive mix I have picked for my sales organization is a salary-based
compensation as my sales team is not receiving incentive pay based on their performance. “Salary-
based compensation is more appropriate at the beer distribution company because the salespeople’s
primary role is to provide ongoing service and support (rather than selling), and because sales are
affected by factors that the salesperson cannot control (such as brand name, advertising, and
distribution) (Zoltners 263).” I didn’t choose the salary-incentive mix because this is for salespeople
who work harder to produce a higher salary, this is for a sales job such as medical sales as they are
trying to sell their product to receive incentives. Our ice cream company is similar to the beer
distribution company as my employees are continually providing support and service and not actually
going to potential customers and trying to sell ice cream. My sales team will benefit from this plan as
they work together as equal partners in a team with a common goal for the company to flourish.

Part B (5 points):