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Most firms face a wide gap between their strategic goals and their sales and other go-to-market efforts. Aligning these activities is--or should be--an important component of competitive advantage for entrepreneurs and established companies. Yet for most, it isn t. This book will help readers close the gap. It is not another book about strategy formulation or another selling skills manual. This book is about aligning strategy and go-to-market efforts. It starts by explaining why many sales problems in companies are really strategic alignment issues. It helps managers understand and diagnose both the overt and hidden costs of not aligning strategic goals with sales initiatives, and why getting better at selling typically requires more than a motivational speech, sales force reorganization, new incentives, or a good training seminar. It outlines a process for articulating strategy in ways that people in the field can understand and in ways that help strategy formulators understand the required sales tasks inher
Автор
Frank V. Cespedes
Издательство
Harvard Business Review Press
Количество страниц
336
Переплёт
Твердый переплет
Язык
ENG
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