Analyzing only revenues will provide an incomplete picture of a firm's sales patterns. Thus, sales managers also should evaluate costs and profitability at the same time to reveal strengths and weaknesses of the company's different marketing units.

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Revenues alone do not account for the costs associated with generating those sales, nor do they reflect the profitability of different marketing units. Evaluating costs and profitability alongside revenues provides a more comprehensive understanding of a firm's sales performance and financial health.

Analyzing Only Revenues Will Provide an Incomplete Picture of a Firm's