The Problem With Aligning Sales Behaviors With Sales Tasks

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In business, value is created or destroyed in the marketplace with customers. Salespeople are what you hire and develop their skills so they can execute your strategies. The second lever is what I call control systems. These are the company's performance management practices. They include clearly sales compensation incentives; metrics used to measure effectiveness.

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.