Analysing sales data is one of the most important yet often undervalued sales functions. By continually monitoring your sales performance in terms of what you are achieving vs what you are intended to realise, you will be able to keep your business stay on its financial track. If you are not measuring your sales performance yet, then you are missing the opportunity to identify where your strengths lie within your product, and which sales activities require more support, and which ones provides the greatest potential for future profitable growth. The What, Why and How of Sales Performance Analysis