by Frank Cespedes | Aug 15, 2014 | Aligning Strategy and Sales, Articles
It’s become commonplace for observers to tout the transformative potential of digital technologies and bemoan the allegedly slow pace at which companies support these initiatives. Two recent blogs published by HBR.org are representative and, I believe, wrong. Walter...
by Frank Cespedes | Aug 5, 2014 | Aligning Strategy and Sales, Articles
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...
by Frank Cespedes | Feb 18, 2013 | Articles
This post originally appeared on HBS Working Knowledge. Many companies get stuck on a plateau, unable to grow and burning through cash at a frightening rate. Frank V. Cespedes discusses how focusing on the right customers can generate growth again. Starting a...
by Frank Cespedes | Dec 18, 2012 | Articles
This post originally appeared on the MIT Sloan Management Review. Many companies pursue growth opportunities without adequately defining who their ideal customers are. That lack of clarity can hamper profitable growth. It’s difficult to start a venture that gains...
by Frank Cespedes | Jul 3, 2012 | Articles
This post originally appeared on Harvard Business Review. It was just minutes after they greeted each other on the porch of the restored mansion that the sales manager and the VP of marketing of a heavy-machinery company found themselves embroiled in the real purpose...
by Frank Cespedes | Oct 15, 2010 | Articles
This post originally appeared on HBS Working Knowledge. In some respects, developing strategy is the easy part. Executing that strategy in alignment with strategic priorities is where real mastery of management takes place. Harvard Business School senior lecturer...
