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  • October 2014
  • Article
  • Harvard Business Review

Putting Sales at the Center of Strategy

By: Frank Cespedes
  • Format:Print
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Abstract

Research indicates that relatively few firms execute their strategies effectively, and, on average, companies deliver just 50% to 60% of the financial performance that their strategies promise. One reason is a disconnect between strategic goals and field implementation in sales. This article focuses on four areas where companies can improve links between strategy and sales. The article also outlines how selling activities materially affect core drivers of enterprise financial value. Leaders who don’t understand or who can’t operationalize these links can press for better execution when they need a better strategy or change strategic direction when they should focus on sales basics.

Citation

Cespedes, Frank. "Putting Sales at the Center of Strategy." Harvard Business Review 92, no. 10 (October 2014): 23–25.
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About The Author

Frank V. Cespedes

Entrepreneurial Management
→More Publications

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    • January 2023 (Revised January 2023)
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    Belden and Digital Transformation: From Product Sales to Solutions Sales

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    Using Simulations to Upskill Employees

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More from the Author
  • Belden and Digital Transformation: From Product Sales to Solutions Sales By: Frank V. Cespedes and Amy Klopfenstein
  • Using Simulations to Upskill Employees By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
  • Aphro Beverages By: Frank V. Cespedes and Amram Migdal
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