A Lesson in Execution: Why Your Strategy is Failing

Teamwork. Whether in meetings or retreats, there’s no doubt you’ve heard these words repeatedly preached by senior executives. However, few firms actually focus on alignment where it counts most: linking big-picture strategy with the nitty-gritty of customer acquisition and retention in sales efforts.

Poor alignment of sales and strategy incurs both direct and opportunity costs, putting your company at a severe disadvantage. As proven by income statements, selling is by far the most expensive part of implementation for firms. Companies in the United States invest in their sales forces three times more than consumer advertising, 20 times more than online media, and 100 times more than social media. Despite this spending on sales, 56 percent of senior executives agree their biggest challenge is ensuring that day-to-day decisions are in line with strategy and allocating resources in a way that supports strategy.

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