Putting Sales at the Center of Strategy

Studies show that only a fraction - perhaps less than 10% - of companies' strategic plans are effectively executed. One reason is that C-suite strategists, years removed from customer contact, may have an obsolete vision of the company-customer interface. The author's research reveals four steps companies can take to improve the alignment between strategy and sales. The four steps are: 1. Communicate the strategy. 2. Continually improve sales productivity. 3. Improve human performance. 4. Make strategy relevant.