Sales Controlling can be seen as the target-oriented management of sales to ensure the implementation and the success monitoring of a company’s sales strategy. Thus, it functions as an interface between sales and controlling. This master thesis is written for the company Kellner & Kunz, a fastening technology wholesaler. Therefore, this master thesis establishes a link between the company and the sector. First of all, this master thesis gives an insight into sales controlling, the targets and limitations, the differentiation between strategic and operative sales controlling, main aspects of sales controlling within the trade sector and the role of sales controlling in managing sales representatives and the difference between outcome and behavior based sales controlling. Because of the requirement of the company Kellner & Kunz to improve the sales management through a reporting system, this thesis discusses the functions of such a system as well as the challenges of implementing it and of acquiring information. Furthermore, this thesis informs about the different types of reports and cockpits which can be used. Through the focus of the company to improve the effectiveness of the sales force and the customer profitability, different tools to measure them are introduced. The last theoretical chapter of this master thesis indicates which steps are necessary to select the suitable KPIs and reporting system The practical part of this master thesis focuses on the identification of the suitable KPIs and tools summed up in a reporting system for the company K&K. The results are ensured through an information need survey with the recipients, explorative interviews and a workshop. The thesis concludes by providing an outlook on necessary steps and offering a call for action.