Executives routinely struggle to clearly understand the effects of various types of mix shift on profitability, including not only customer and product mix shifts, but also channel, region, country, currency, and other types of mix shift. Pricing and sales mix analytics are difficult and complicated to perform, and usually produce imperfect results. These challenges lead to confusion about the impact of mix, the root causes of gross margin variances, and often indirectly encourage sales professionals to conduct their own analysis instead of focusing on selling productively.