Putting Sales at the Center of Strategy

Frank  Cespedes

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Article | Harvard Business Review | October 2014

Putting Sales at the Center of Strategy

by Frank Cespedes

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.

Format: Print

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Citation:

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

About the Author

Frank V. Cespedes

MBA Class of 1973 Senior Lecturer of Business Administration

Entrepreneurial Management

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Putting Sales at the Center of Strategy

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