By Frank.V.Cespedes Harvard Business Press Books
It’s time to address the enormous cost of the strategy-sales gap. The most crucial connection in an organization seeking to grow is between sales and strategy. But if your company is like most, instead of a strong connection there is a widening gap and too little bang for the buck. This book will help turn the tide for your organization. US companies, for example, invest almost $900 billion annually in their sales forces–more than three times the amount they spend on all media advertising, and twenty times more than the total spent on digital marketing. Yet research indicates that, on average, companies deliver only about 50 to 60 percent of the financial performance their strategies promise. That’s a lot of wasted money and managerial effort. “Aligning Strategy and Sales” will help you close the gap, establish the needed connections, and improve both sales and strategy in your organization.