The Problem With Strategy and Sales Not in Sync

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Sesvides: Many companies confuse their vision or their mission statement with a strategy. The planning process in many companies is impractical, he says. Sales itself often contributes to the problem, Sesvides says. There's ultimately no such thing as great selling if that selling is not linked to the company's strategic goals, he adds.

Getting your sales team on board with your strategy shouldn’t be an afterthought, Harvard Business School professor Frank Cespedes argues. After all, the engine of many businesses is a strong sales core. But aligning your strategy with sales isn’t just about communicating your ideas effectively. You have to hire carefully and use smart incentives to guide sales behavior.