Article
Top Sales Magazine

Four Ways to Build a Productive Sales Culture

By: Frank V. Cespedes and Steven Maughan

Format:Electronic

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.