Abstract
The shift in emphasis from sales volume to profitability as a measure of field sales management marked a real forward step in marketing management. One further step is necessary.
The measure of effectiveness of business management should be return on investment (ROI), and not merely sales volume produced or profits as a percentage of sales. The field sales manager should be evaluated on the return on investment he produces in his segment of the business.
The author believes that attention to ROI will not only result in harmonizing the objectives of the field sales organization with the over-all objective of the company, but will also equip field sales management with an effective businessman's tool for decision making.
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