Systematic Approach to KPI Analysis in Sales Marketing Activities of Enterprises

Abstract

Modern market conditions require enterprises to respond flexibly to changes in demand, actively focus on customer orientation, and enhance the effectiveness of marketing processes. The improvement of sales activities, which is a key element in implementing marketing strategies, becomes particularly relevant. Consequently, there is a need for clear and justified tools for monitoring and evaluating performance, among which key performance indicators (KPIs) play a leading role. However, many enterprises exhibit fragmented application of KPIs, complicating the comprehensive assessment of sales results.

The aim of the study is to justify the feasibility of applying a systematic approach to the analysis of key performance indicators (KPIs) in the sales marketing activities of enterprises to enhance their effectiveness and strategic alignment.

The research methodology includes an analysis of scientific sources, systematization of performance indicators, classification by management levels and corresponding sales objectives, as well as the construction of a model for aligning KPIs in the context of the enterprise's marketing strategy.

The results of the study indicate that the systematic use of KPIs, taking into account strategic, tactical, and operational management levels, allows for improved effectiveness of control and decision-making in the field of sales.

Conclusions: The systematization of KPIs according to management levels (strategic, tactical, and operational) ensures alignment between strategic goals and current tasks, which in turn enhances the effectiveness of managerial decisions. Grouping KPIs according to sales objectives enables the structuring of monitoring and evaluation processes, minimizes information overload, and focuses attention on indicators that truly impact the achievement of business goals. The results obtained can be used to optimize management processes in enterprises across various industries.