Publications
Publications
- Top Sales Magazine
Four Ways to Build a Productive Sales Culture
By: Frank V. Cespedes and Steven Maughan
Abstract
This article distinguishes sales efficiency (SE) initiatives (e.g., CRM, training, and KPI dashboards) from sales optimization (SO) decisions (e.g., aligning sales tasks with business strategy, customer selection, and deployment of sales resources across opportunities). It then focuses on four areas that make or break effective SO decisions: a company's planning process, the ability to track cost-to-serve in customer acquisition efforts, drivers of sales productivity, and performance reviews.
Keywords
Citation
Cespedes, Frank V., and Steven Maughan. "Four Ways to Build a Productive Sales Culture." Top Sales Magazine (July 14, 2015), 15–17.