Indicators for assessing the effectiveness of the sales strategy of an industrial enterprise

This article examines issues related to the development of a system of indicators for assessing the effectiveness of an enterprise’s sales strategy. The article examines the evolution of scientific views on solving problems of enterprise sales activities in the future. It also highlights the need to consider the sales strategy in accordance with the enterprise’s business strategy, taking into account changes in its external and internal environment. The article presents the author’s vision of existing approaches to assessing the effectiveness of business entities’ sales strategies. Based on a study of various methods for assessing sales strategies at the enterprise level, a system of indicators for assessing the effectiveness of a sales strategy was developed. This system is based on the identification of metrics for assessing the effectiveness of this strategy using various quantitative and qualitative evaluation criteria. Specifically, the following indicators were proposed: financial indicators, operational indicators, customer and marketing indicators, innovation and personnel indicators. The practical significance of the proposals for assessing the effectiveness of an enterprise’s sales strategy lies in the possibility of applying the developed system of indicators to the practice of industrial enterprises selling their products on the domestic market.