Controlling is a management discipline by which the company is based on goals and measures them. The idea is to plan the results and then compare the achieved results with the real outcome. Over time, the company gets better at planning. In controlling, it is important to set goals that will be clear and understandable to everyone who meets them. For this reason, it is important that goals are based on principles, such as the SMART method, which help businesses gain a better picture of the current situation in different organizations. Controlling serves to solve problems and change processes in all business segments (procurement, sales, storage, marketing, finance). Changes that occur in the environment can sometimes affect the entire organization, and sometimes affect only certain business segments. The important role of controlling is that it is directly connected to all business processes because each process can always be better organized and coordinated with others. The final paper describes the key role of controlling in sales and investigates its impact on achieving sustainable growth of the company. Controlling is a key element of sales management, which in certain situations can have a great impact on the success of the company. This paper emphasizes the importance of controlling in sales, it is emphasized that a well-implemented strategy can lead to better sales results and encourage continuous improvement in the sales team and within the organization. By applying the principles and strategies outlined in this paper, organizations can achieve greater success in a variety of sales environments. The example of Atlantic Grupa shows how the influence of controlling within the company can lead to synergy between the company and all segments, including the sales part.