Don't Turn Your Sales Team Loose Without a Strategy

Frank V. Cespedes; Steve  Thompson

Article | Harvard Business Review (website) | December 15, 2015

Don't Turn Your Sales Team Loose Without a Strategy

Abstract

When formulating a strategy, markets and segments are typically important categories. But only customers buy. Hence, for most firms, de facto strategy and much resource allocation are the aggregate result of the deals their salespeople close. However, few firms clarify their deal selection criteria, and most sales compensation plans (about 70%, according to surveys) incentivize volume independent of the type of sale or cost-to-serve different customers. This is ineffective deal management and, to avoid this, some firms establish a Strategic Deal Profile. This article focuses on an example that illustrates what a Strategic Deal Profile is, why it is important, and the issues involved in making such a Profile part of actual selling behaviors and performance management practices.

Keywords: Strategy; Salesforce Management;

Format: Electronic

Citation:

Cespedes, Frank V., and Steve Thompson. "Don't Turn Your Sales Team Loose Without a Strategy." Harvard Business Review (website) (December 15, 2015).

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Don't Turn Your Sales Team Loose Without a Strategy

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