Incluye referencias bibliográficas (Pág. 267 - 289) e índice.

Part One: We have a problem. The dialogue that rarely happens ; Diagnosing the problem ; Fixing the problem. Part Two: Linking strategy and sales. The goal of strategy ; Making and articulating strategic choices ; Sales tasks and strategy Part Three: Performance management. From sales tasks to selling behaviors ; People : hiring, development, and sales organization ; Control systems : sales compensation and incentives ; Sales force environment : performance reviews and measuring effectiveness Part Four: Closing. Company environment : building human and organizational capabilities ; Making connections.

That gap between your company’s sales efforts and strategy? It’s real—and a huge vulnerability. Addressing that gap, actionably and with attention to relevant research, is the focus of this book.

In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for profitable growth. Without that alignment, leaders will press for better execution when they need a better strategy, or change strategic direction with great cost and turmoil when they should focus on the basics of sales execution.

With thoughtful, clear, and engaging examples, Aligning Strategy and Sales provides a framework for diagnosing and managing the core levers available for effective selling in any organization. It will give you the know-how and tools to move from ideas to action and build a sales effort linked to your firm’s unique goals, not a generic selling formula.

Cespedes shows how sales efforts affect all elements of value creation in a business, whether you’re a start-up seeking to scale or an established firm looking to jump-start new growth. The book provides key insights to optimize your firm’s customer management activities and so improve selling and strategy.