The frequently used business model of having sales under marketing, and therefore not having a separate sales strategy is no longer effective in today’s complex market place.
Sales strategies developed by non-sales driven executives tend to be little more than tactical ways to support the marketing drive, brand equity, corporate philosophy and/or the value/volume targets. Most organisations could have survived like this in a product focused 20th century world, but not anymore.
Today, selling is much more complex than just getting business (new or incremental).
Sales now has to re-examine its mission. It has to unshackle itself from marketing, define its own … read more by subscribing.
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