First, the lack of timely and accurate sales information leads to lost customers, lost sales and lost opportunities. It s important to note that all companies have data, but it is those companies that convert that data into useful, actionable information that truly provide the critical tools for success. The reality is that when one considers the numbers of accounts, brokers, product categories, items, segments, etc. that these individuals must deal with, it becomes evident that good sales information systems are not only helpful, they are critical to a company s success. There are two primary benefits any good sales information system should provide, and they both translate into bottom-line benefits for the organization. These two benefits are efficiency and effectiveness.
Efficiency relates to doing things right.
Effectiveness relates to doing the right things. Good sales information systems help an organization with both. There are two categories of components that identify superior sales information systems for the food industry. One relates to the actual product s features and benefits, and the other relates to the information system provider itself. Let s examine each category in more detail.