by Frank Cespedes | Jan 19, 2015 | Aligning Strategy and Sales
Marketing Book of the Year is an organisation of M&SB and selects the best global Marketing Book of The Year 2014 from the world wide offer in the last year. See the nominated books.
by Frank Cespedes | Jan 13, 2015 | Aligning Strategy and Sales, Articles
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...
by Frank Cespedes | Jan 6, 2015 | Aligning Strategy and Sales, Articles
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....
by Frank Cespedes | Dec 15, 2014 | Aligning Strategy and Sales, Interviews
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...
by Frank Cespedes | Dec 11, 2014 | Aligning Strategy and Sales, Interviews
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 —...
by Frank Cespedes | Dec 9, 2014 | Aligning Strategy and Sales, Articles
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...
