Any strategy lives or dies on the basis of its customer value proposition. There are many typologies relevant to crafting a value proposition, because there are many ways to win customers. But the key issue is always: what is the center-of-gravity in our approach? Do we ultimately compete on the basis of our cost structure […]
There’s no question that the corporate marketing function is evolving rapidly to become one of the most strategic functions in the enterprise. And that means the makeup of the marketing teams that leading CMOs must assemble is also undergoing a rapid transformation. “Marketing is changing quickly, and it’s incumbent on CMOs to adapt to those […]
Companies typically spend more hiring their sales forces than any other function in an organization, yet sales managers often aren’t adept at assessing the right skills to make good hires. It’s time to turn that around in order to drive better bottom-line results. If you want people in the field to understand your strategic initiatives […]
In the preface to Aligning Strategy and Sales, Frank Cespedes writes; “Selling is, by far, the most expensive part of implementation for most firms… The amount invested in sales forces (including salaries, benefits, and other components of SG&A — selling, general and administrative expenses) is about $900 billion annually. This is more than five times […]
It’s that time of year again: the dreaded performance review. While this practice is key to getting teams to set priorities and clarify actions, managers (and employees) often treat it as a make-work task instead of a productive conversation. Perhaps it’s no wonder then that companies worldwide deliver just 50 to 60 percent of the […]
Frank sat down with Linda Richardson of Top Sales Magazine to discuss “Translating Strategy into Sales Behaviors That Win.” Read the full article in Top Sales Magazine.
It’s tough for people to implement what they don’t understand. Communicating priorities to the front line, especially salespeople, is highly correlated with business performance. Conversely, this “middle ground” is where strategy execution often breaks down. Yet, many executives resist making strategy explicit. The most common reason is fear that this information will get to competitors. […]
The gap between your company’s sales efforts and strategy can be a huge vulnerability, says a new book. But there are ways to link your go-to-market initiatives with strategic goals. If you want people in the field to understand your strategic initiatives and demonstrate behaviors that will drive profitable growth, then there must be a […]
Excited to announce “Aligning Strategy & Sales” is in the running for the Top Sales & Marketing Book of 2014. To cast your vote, please take a minute to click on the link below. Appreciate your support in advance! Click here to vote!
“Aligning Strategy & Sales” was named to the 800-CEO-READ Business Book Awards Longlist as one of the best sales books of 2014. Read more on 800-CEO-READ.