Every year, U.S. companies spend more than $900 billion on their sales forces, but typically see only 50 to 60 percent of the financial performance they’re promised. The problem, Harvard Business School Professor Frank Cespedes says, is the “disconnect between selling behaviors and strategy. In his book Aligning Strategy and Sales, Cespedes discusses why bringing these two elements together is crucial for every company’s longevity, and offers his advice for making the realignment a reality. He shared his insight with Associate Editor Maria Minsker.
The Importance of Aligning Strategy and Sales
