This exercise examined the utilization of “Three-Dimensional Performance Analysis” as a primary means of assessing sales force effectiveness. In contrast to traditional evaluations which focus only on internal metrics, the “3-D” analysis incorporates direct comparisons to overall market performance and performance versus key benchmark competitors. By expanding the evaluation to include these external metrics, senior sales leaders can effectively assess actual performance versus true potential.
This case study applies these principals to the ruminant markets of southern California and Nevada and assesses relative performance among the leading premium anti-infectives over a 36 month period. A moving annual total analysis was prepared for the most recent 24 months. Products underlying the results were chosen by the Sponsor and the findings compiled from the Animalytix ALYX Market Survey data base. Click to download the PDF version.