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The CxO News
February 2007

The CxO News

A Monthly Sales Newsletter Aligning Sales and Marketing with Business Strategy

This month, the senior thought leader at the Value Forward Network talks about linking business elements to achieve more sales. I look forward to your comments.

Sincerely,

Rick Erling
Editor - The CxO News
www.thecxonews.com
 editor@thecxonews.com
Dallas, Texas
(214) 295-7631

Aligning Sales and Marketing with Business Strategy

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 Linking Business Elements in Your
Sales Strategy Implementation

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 Most sales strategy implementations fail because they do not link vital business requirements to drive results.

It's easy to say "I want my sales team to hit their 2007 sales quota", but . . .
  • Is your sales strategy linked to a compensation plan that induces specific sales results?
  • Do you have a documented sales process that educates your sales team how to find, propose, and close prospects?
  • Are your marketing and operational departments linked to the success of the sales department?
  • Does your sales strategy focus on engaging prospects and customers to see your business value through a "value forward" method? In other words, does your prospect experience your business value before the sales team talks with them?
Like a balanced scorecard, the key to sales success is using a sales model that links four specific elements together to help your sales team implement your sales strategy. The four elements are:
.
1) training the sales team
2) developing a premeditated sales process that is replicable
3) providing prospects with value forward identification
4) providing the sales team with financial incentives.
.
Below is a diagram to illustrate.
.
. 
When these four sales elements are linked together, each area reinforces the corporate goal of increased revenue. When these four elements function as individual silos by design or by hap stance, it is unfair to expect your sales team to hit their sales quota.

 

If you focus and align just the sales process, you can sub-segment this area into Business Sequence and Cultural Sequence. These two areas parallel each other when developing your sales process. Your Business Sequence becomes the sales methodology you seek to have deployed and the Cultural Sequence is the perspective you wish to influence. These two areas need to be linked together to end at the same place. If you ignore one, the other will fail and the goal will not be met.

 So, when developing your sales process, focus on linking the action steps needed to the enforce outcome and you will increase your success.
 
Linking is the key to execution . . . not hope.
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