“The business strategy should drive the sales strategy – not vice versa” – Interview by John Smibert
Sales strategy must be aligned to the business strategy according to Wayne Moloney.
That sounds like good sense to me however Wayne claims its not the case in many businesses and their bottom line suffers as a result.
He states that “It’s a matter of making sure that whatever the business strategy you deploy in order to win at business your sales processes should reflect that”. To emphasise his point Wayne talks about two companies in the airline industry and their differing strategies.
View the interview to gain further insight on this subject. This interview is likely to be of interest to the CEO, CSO, CMO, COO and CFO, sales leaders and sales managers
Wayne Moloney is a leading business strategist specialising in sales and business development. Wayne has a very specific specialisation in ‘lean selling’.
For more reading on this subject see: “Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling” by Frank V. Cespedes