Publications
Publications
- October 2014
- Harvard Business Review
Putting Sales at the Center of Strategy
By: Frank Cespedes
Abstract
Research indicates that relatively few firms execute their strategies effectively, and, on average, companies deliver just 50% to 60% of the financial performance that their strategies promise. One reason is a disconnect between strategic goals and field implementation in sales. This article focuses on four areas where companies can improve links between strategy and sales. The article also outlines how selling activities materially affect core drivers of enterprise financial value. Leaders who don’t understand or who can’t operationalize these links can press for better execution when they need a better strategy or change strategic direction when they should focus on sales basics.
Citation
Cespedes, Frank. "Putting Sales at the Center of Strategy." Harvard Business Review 92, no. 10 (October 2014): 23–25.