Track performance changes in all areas of the sales organization
Benchmarking is not about reinventing the wheel. It's about establishing new standards of excellence that future models must live up to.
Objectives of benchmarking include
(1) determining what and where improvements are necessary
(2) analyzing how top performing organizations consistently achieve enviable performance levels
(3) using the resulting knowledge and insights to improve performance
Superior performance requires more than tracking competitor histories associated with yesterday's customers
Evaluating performance strictly by comparison against competitors can limit the ability to adapt and be relevant. Often those companies used for comparison perform at lower levels than is required to remain competitive. Traditional competitor analysis often lacks depth, application and vision.