| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 4.59 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Com o objetivo de definir um modelo para a otimização do sistema de métricas para o Controlo de Gestão da atividade Comercial no segmento empresarial da Vodafone Portugal, o presente estudo inicia com a revisão de literatura sobre sistemas de controlo de força de vendas e sistemas de controlo de gestão em geral; passa pela análise do setor das telecomunicações, da Vodafone (Grupo e Portugal), do segmento das Comunicações Empresariais, da Concorrência e da Gestão Comercial do segmento empresarial da Vodafone Portugal; culmina na definição de um mapa de objetivos (selecionados a partir da análise de inquérito à força de vendas) e de relações de causalidade entre objetivos (testadas a partir da análise de correlações entre dados históricos).
No total, foram realizadas cerca de uma dezena de reuniões e workshops com colaboradores representantes dos diversos canais de vendas e funções, analisados 271 inquéritos à força de vendas sobre a importância atribuída às métricas em estudo e calculados, processados e analisados dados de 90 variáveis, em função do valor, atingimento ou variação de cada métrica.
Tendo como objetivo final a promoção do alinhamento da Força de Vendas e a disponibilização de informação necessária à gestão e análise da performance da Atividade Comercial, sugere-se a implementação de um sistema de controlo de gestão da força de vendas híbrido (métricas comportamentais e de resultados), organizado em quatro perspetivas.
Aiming to define an optimized model of the metrics system for the Commercial activity’s Management Control at Vodafone Portugal’s Enterprise Business Unit, the present study started with a literature review on Salesforce Control Systems and Management Control Systems; then, the telecommunications Sector is analysed, so as the Enterprise Communications segment and its competition; being the target of this study, Vodafone Group, Vodafone Portugal and its Commercial management are then looked closely with different methods; the study finishes with the definition of an objectives map (selected from the analysis of a survey to the salesforce) and cause-effect relationships among them (tested on various correlation and regression analysis on historic data). About a dozen of meetings and workshops were taken with Vodafone workers, representing different sales channels and roles, 271 salesforce surveys about the importance of sales metrics were analysed and data from 90 variables, representing the metrics value, attainment or variation were calculated, processed and analysed. With the final goal of promoting Salesforce alignment and providing relevant information to Management and commercial activity’s performance analysis, an hybrid Salesforce Control System (behaviour and result metrics) with four different perspectives is suggested.
Aiming to define an optimized model of the metrics system for the Commercial activity’s Management Control at Vodafone Portugal’s Enterprise Business Unit, the present study started with a literature review on Salesforce Control Systems and Management Control Systems; then, the telecommunications Sector is analysed, so as the Enterprise Communications segment and its competition; being the target of this study, Vodafone Group, Vodafone Portugal and its Commercial management are then looked closely with different methods; the study finishes with the definition of an objectives map (selected from the analysis of a survey to the salesforce) and cause-effect relationships among them (tested on various correlation and regression analysis on historic data). About a dozen of meetings and workshops were taken with Vodafone workers, representing different sales channels and roles, 271 salesforce surveys about the importance of sales metrics were analysed and data from 90 variables, representing the metrics value, attainment or variation were calculated, processed and analysed. With the final goal of promoting Salesforce alignment and providing relevant information to Management and commercial activity’s performance analysis, an hybrid Salesforce Control System (behaviour and result metrics) with four different perspectives is suggested.