Leolingham2000
Management Consultant
Maya Alfred
Professional
+1 Other

Dear All,
Kindly help me with the performance appraisal of sales people
can someone please help me with the performanace management (appraisal) for the marketing department in an IT company....\
Its very urgent.....
Please guide through the process and anyone has the performance form for the same do send it to me....
13th February 2008 From India, Nasik
Hi Tulsi, have you got any updates on this. I am currently looking for some format for our marketing team. Incase you can please help..... Regards, Maya
29th April 2008 From India, Bangalore
TULSI,
I have listed some useful materials and examples.
REGARDS
LEO LINGHAM
===================================

FIRST REVIEW,
*VISION STATEMENT
*MISSION STATEMENT
*CORPORATE OBJECTIVES
*CORPORATE STRATEGY
*CORPORATE BUSINESS UNITS/ DEPARTMENTAL PLANS/STRATEGY.

THEN REVIEW THE JOB DESCRIPTION OF THE DEPT. MANAGER
AND THE STAFF.

THEN FOR EACH INDIVIDUAL COLLECT

-KRAs --KEY RESULT AREAS
-KPIs -- KEY PERFORMANCE INDICATORS
AND THE ACTUAL ACHIEVEMENTS FOR EACH KPI.
-THE COMPETENCIES
================================================
NOW
YOU CAN PROCEED WITH THE PERFORMANCE REVIEW.
I HAVE SHOWN HEREBELOW SAMPLE JOB DESC./ KRA/COMPETENCIES
FOR
-marketing manager
-business development manager [ in IT, the salespeople are usually called BDM]

ALSO, YOU WILL SEE HEREBELOW,
-a sample appraisal form [ simple ]
-a sample IDP [ individual development plan]
to be completed after the appraisal.
================================================== ======
JOB DESCRIPTION.
FIRST, Review the job description.
Key Result Areas
Once the job description is clear, you can then identify five or six areas in which results must be
achieved if the job purpose is to be fulfilled. These are the broad areas within a job that change little
from year to year. Everyone’s job can be broken into key result areas.
============================================
Marketing Manager
Position: Marketing Manager
Position reports to:
Chief Executive
Primary objective
Develop, direct and control the orgardsation's marketing business strategies and activities to achieve revenue, sales and profit targets.
Specific accountabilities/responsibilities
Direct all marketing activities for the achievement of short and long term business objectives, increased profit, and market control.
Establish and co-ordinate the marketing objectives, policies and programmes within the context of the overall corporate plan and, where appropriate, recommend standards and set targets and quotas.
Liaise with the sales group in the preparation of the reports, budgets, and forecasts and ensure they are compatible with support sales plans.
Appraise the activities of the staff according to overall marketing strategies. Monitor and evaluate the performance, and the efficiency of staff and procedures.
Co-ordinate subordinate staff to optimise the use of human and material resources to achieve goals. Consult with subordinate staff and review recommendations and reports.
Direct marketing activities by setting product mix.
Control and monitor marketing methods, key customer strategies and other arrangements.
Direct and control marketing by planning or co-ordinating advertising campaigns and promotional activities, product management, market analysis and research and other consulting work.
Direct the development of initiatives such as new products, new marketing techniques, new advertising campaigns, incentive bonus schemes and the dropping of unprofitable products.
Maintain necessary contact with major suppliers, customers, industry associations and government representatives to achieve the objectives of marketing.

May direct merchandising methods and distribution policy.
Select, or approve the selection and training of senior staff. Establish lines of control and delegate responsibilities to staff.
Ensure all the activities of the sales and marketing group comply with relevant Acts, legal demands and ethical standards.
================================================== ==
MARKETING KRAs [ weightage of importance %]
1.market share . [ 20% ]
2.new product launches success [ 25% ]
3.Gross profit contribution [ 20%]
4.Pricing [ 20%]
5.Promotions [15 %]

TOTAL [ 100 % ]
---------------------------------------------------------
MARKETING COMPETENCIES
1. Measures
Performance
Regularly measures market, competitive, and business
performance in order to anticipate trends.
--------------------------------------------
2. Develops &
Tests Hypotheses / Scenarios
Identifies trends and seeks possible causes and rationales
re. opportunities and problems. Identifies and gathers data
needed to prove or disprove hypotheses.
---------------------------------------------------------------
3. Analyzes Data
& Draws Conclusions
Analyzes relevant data. Draws conclusions and generates
insights. Prioritizes solutions and opportunities.
--------------------------------------------------------
4. Develops
Recommended Approach
Creates or revises Business Review or Recommendation
document to recommend top solutions and opportunities.
-------------------------------------------------------------
5. Forecasts
Sales & Product requirements
Attends monthly forecast meetings and provides accurate
commercial trends.
-----------------------------------------------------------
6. Tracks Sales
& Production Actuals vs. Plan
Monitors performance and
highlights issues for review at the management meetings.
-------------------------------------------------------------------
7. Engages Internal departments
Engages internal departments in bringing key problems and
opportunities to the forefront.
----------------------------------------------------
8. Gains Commitment
Influences departments by communicating the
recommended solutions or opportunities with rationale in a
manner relevant to each audience.
-------------------------------------------------------------uilding
9. Develops company marketing Strategy
Develops company marketing strategy to gain
long-term competitive advantage in the market.
-----------------------------------------------------------------
10.Develops
product/ brand Positioning
Develops the brand positioning maximizing competitive
differentiation.
----------------------------------------------------------------
11.Develops marketing Plan
Creates a plan specifying Marketing Mix and weighting of
efforts across regions, segments, seasons, indications, and/or devices.
---------------------------------------------------------------------------------
12. Formulates Tactics
Identifies tactical alternatives and selects tactics that will move
customers along the Adoption Pathway and achieve competitive advantage.
-----------------------------------------------------------------
13. Implements Tactics
Delivers tactics on time, by customer segment, with
sufficient differentiation to support Sales’ customer-access requirements.
---------------------------------------------------------------------------------
14.Measures & Enhances Tactics
Measures ROI of major tactics.
Modifies tactics based on sales rep and customer feedback and
other brand performance data.
-----------------------------------------------------------------------------------------
15.Coordinates with Sales
Leverages and coordinates Marketing activities with
Sales activities.
============================
BUSINESS DEVELOPMENT MANAGER.
REPORTS TO: SALES DIRECTOR
SCOPE :ESTABLISH, DIRECT, AND COORDINATE THE BUSINESS
DEVELOPMENT ACTIVITIES FOR ............PRODUCTS.
STRATEGICALLY PLAN FOR, DEVELOP
AND PROFITABLY PENETRATE THE MARKET TO WHICH
THE PRODUCTS, SERVICES AND CAPABILITIES OF THE
COMPANY CAN BE DIRECTED.
ENSURES THE SALES TO CUSTOMERS ,
DISTRIBUTORs and RESELLERs achieve the budgeted target.

SPECIFIC ACCOUNTABILITIES:
*MEETING OBJECTIVES SET BY SALES DIRECTOR AFTER CONSULTATION.
*ACHIEVING A BUDGETED SALES/ GP PROFIT.
*SOLICITING/ DEVELOPING BUSINESS OPPORTUNITIES WITH
NEW CUSTOMERS, DISTRIBUTORs and RESELLERs.

MAJOR RESPONSIBILITIES:
*DEVELOP AND IMPLEMENT STRATEGIC PLANS FOR EACH
SELECTED/ASSIGNED NEW CUSTOMERS ,
DISTRIBUTORs and RESELLERs.
* ENSURE ACHIEVEMENT OF SALES OBJECTIVES.
*FORMULATE AND COORDINATE SALES DEVELOPMENT TACTICS
INCLUDING PRODUCTS BUNDLING, DELIVERY,
SERVICE,PRICING ETC.
*ENSURE PREFERRED CUSTOMERS, DISTRIBUTORs and RESELLERs.
SUPPLIER STATUS WITHIN EACH
ASSIGNED CUSTOMERS, DISTRIBUTORS, RESELLERS ETC.
*WITHIN THE LIMITS OF POLICIES AND PROCEDURES
OF THE COMPANY, ACHIEVE THE SALES / PROFIT OBJECTIVES
OF ASSIGNED CUSTOMERS, DISTRIBUTORs and RESELLERs.

*ACHIEVE SPECIFIED PRODUCT
REQUIREMENTS FOR ASSIGNED CUSTOMERS, DISTRIBUTORs
and RESELLERs.

*ENSURE THAT ADEQUATE STOCKS ARE BEING MAINTAINED
AT THE CUSTOMERS, DISTRIBUTORs and RESELLERs WAREHOUSE.
*PREPARE AND MAINTAIN AN UPTODATE
PROFILE -PERSONNEL, PERSONALITY, POLICIES, PRICING TERMS etc.
OF CUSTOMERS, DISTRIBUTORs and RESELLERs.
*DEVELOP AND MAKE PRESENTATONS TO THE CUSTOMERS,
DISTRIBUTORs and RESELLERs.
*DEVELOP AND MAKE PRESENTATIONS TO THE CUSTOMERS,
DISTRIBUTORs and RESELLERs. ON BUSINESS PROGRESS,
EVERY SIX MONTHS.
*FOR THE ASSIGNED ACCOUNTS, ORGANISE PRODUCT
TECHNICAL / OPERATION TRAINING FOR THE STAFF MEMBERS,
WITH THE HELP OF TECHNICAL STAFF.
*REGULARLY MAKE FIELD TRIPS TO SUPERVISE, ORGANISE
AND COORDINATE ALL FIELD ACTIVITIES , TO ENSURE
SUCCESSFUL BUSINESS.
*IDENTIFY SHORT / MEDIUM TERM ISSUES --PRODUCTS etc.
THAT MUST BE ADDRESSED.
*ESTABLISH AND MAINTAIN POLICIES ON -SELECTION AND
TERMINATION OF CUSTOMERS, DISTRIBUTORs and RESELLERs.
*SUBMIT PLANS TO THE SALES DIRECTOR FOR
PROMOTIONAL ACTIVITIES PLANNED WITH CUSTOMERS,
DISTRIBUTORs and RESELLERs FOR APPROVAL.
*APPROVE ALL EXPENDITURE AND CREDITS TO CUSTOMERS,
DISTRIBUTORs and RESELLERs. FOR - RETURNED GOODS/ ETC.
*MAINTAIN AN EFFECTIVE SYSTEM OF CONTROL OVER
SUCH ACTIVITIES AS CUSTOMERS, DISTRIBUTORs and RESELLERs.
'MEETINGS, TRAININGS, PROMOTIONS ETC.
*DEVELOP THE GUIDELINE FOR PRICING SYSTEM.
*DIRECT AND IMPLEMENT PRODUCT SALES PROMOTIONS ,
AS REQUIRED.
ACCOUNTABLE FOR:
**ACHIEVEMENT FOR SALES TARGET/ GP OBJECTIVES.
** ENSURING THE REQUIRED PRODUCT RANGE FOR
THE ASSIGNED CUSTOMERS, DISTRIBUTORs and RESELLERs.
**MAINTAIN THE CUSTOMER SATISFACTION / RELATION LEVEL.
=============================================
KRAs for BDM
1.SALES.VS TARGET
2.GROSS PROFIT VS TARGET
3.IDEAS EXPLORATION/ IDENTIFICATION/ASSESSMENT.
-----------------------------------------------------
1.TOTAL UNQUALIFIED PROSPECTS
2.TOTAL PROPOSAL DEVELOPMENT & PRESENTATIONS MADE
3.WRITTEN ORDERS RECEIVED
4.DELIVERIES MADE/ PAYMENTS RECEIVED
-------------------------------------
BUSINESS DEVELOPMENT COMPETENCIES
-Research and Confirm a Business Opportunity
-Assess Business Variables
-Monitor Customer Relations
-Monitor Trends to Maintain Competitive Advantage
-develop roadmaps to meet corporate BUSINESS OBJECTIVES
-Ability to be understood and to understand the customer; use questioning and active listening; provide information useful to the customer; ability to make customers feel comfortable by greeting them, making eye contact, and acting in a friendly manner

-Ability to establish rapport with the customer, listen effectively to identify customer needs, and relate the benefits of product features; handle objections and close the sale
-Ability to keep accurate customer records, conduct periodic follow-ups with customers before and after the sale) track personal progress toward sales targets and goals, pay attention to details, and manage time effectively

-Having a GOOD understanding of products and services, including features, benefits, and relevant performance statistics; keeping up to date with the latest information; preparing to answer questions about products and services
*BUSINESS PLANNING / BUDGETING
*BUSINESS AUDITING
################################################## ########
Performance Appraisal Form

Date:
Name of Staff/ Team Member:
Completed By:
A. Objectives since last performance
1.
2.
3.
4.
B. Achievements (relating to above targets and objectives) since last performance period:
:
1.
2.
3.
4.
C. Key strengths that need to be maintained, further enhanced
1.
2.
3.
4.
D. Key opportunities that need to be addressed
1.
2.
3.
4.

Employee Appraisal Form

G. How Would You Rate the Employee on the Following:

Excellent
Above Satisfactory
Satisfactory
Below Average
Attitude, Motivation
Initiative
Work quality
Work efficiency (work hours/results)
Team work
Organization ability
Responsibility
Specify……………
Specify……………………
H. Any other Observations?



Employee Appraisal Form

I. Action to be taken to enhance strengths and improve on opportunity areas:
Plan of action
By whom
Future Review
Dates Schedule
Completion
Date
J. Overall Performance:
Excellent (90-100)
Above Satisfactory (80-89)Below Average (under 60)
Satisfactory (60-79)
Has this performance appraisal been reviewed with the employee? Yes No





IDP Format
The following is a sample format. You may modify it as needed.

INDIVIDUAL DEVELOPMENT PLAN
Employee ___________________________________________ Department ______________________________
Position Title _______________________________ Period Covered ________________ to __________________
Development Goal
Purpose
Method or Activity
Results Expected/Measures
Time Frame




___________________________________ _______________________
Supervisor’s Signature Date
_____________________________________ _______________________
Employee’s Signature Date


Competencies
Whether the type of development you envision for the employee is to help her or him improve past performance, enhance current capabilities, expose the employee to skills needed in the future, or simply provide enrichment opportunities that make the current job more interesting, fun, or meaningful, what you will probably focus on developing are competencies. Competencies areobservable and measurable knowledges, abilities, skills, and behaviors that must be applied to achieve results aligned with the goals of the organization.
You may select whatever competencies you feel are most important to develop and list them into your IDP.Competencies are fairly broad. You may find that, in addition to including the definition in the IDP, you will want to include some sub-tasks, or behavioral indicators, to help clarify what exactly you want the employee to develop. This is all stated in the "Development Goal." Once this is laid out, determining the purpose and method/activity for accomplishing it will be easier.
The following sample lays out the information described above:
Example of Results Comments and Rating:
Example of Corresponding IDP
Development Goal
Purpose
Method or Activity
Results Expected/Measures
Time Frame
Enhance Interpersonal Skills Develops and maintains effective relationships with others
Enhance Customer Service skills- Works with individuals who use or receive the services or products that your work unit produces to assess their needs, provide information or assistance, resolve their problems, or satisfy their expectations
To ensure that future projects take into consideration the needs and concerns of other units
Same as above
Planning phase of future projects will include identification of affected internal parties
Progress reports of future projects will be distributed to the affected parties identified above
Will take a PDS course in Customer Services
List completed
All affected parties identified per supervisor review

Progress reports distributed at least three times

Will be able to list three actions he can take to improve his customer service skills
Planning phase of projects undertaken in next evaluation period

Within next evaluation period

By March 1, 2004


10th June 2008 From India, Mumbai
Dear Leo,

I have to do a presentation on IDP for our senior management. Could you please help me to get this done? Also I need a set of questionnair to reveal strength and wekaness of an employee. Appreciate if you can help me.

Regards,


6th June 2013 From Saudi Arabia
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