How to get sales results that link to strategy? That the question Frank V. Cespedes explores in his recently published book Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling. Thanks to his many years of experience as a business manager, consultant, and Harvard Business School professor, he can tell: „for most firms, the largest, most difficult, and most expensive part of strategy implementation is aligning sales and go-to-market efforts with the company's espoused strategies and goals.“ Poor alignment of strategy and sales creates direct and opportunity costs having a negative impact on the company's growth potential.

How to Achieve Strategic Alignment?

Wednesday, 05. September 2012

Bridging the gap between strategy development and execution is one of the biggest challenges many organizations face. Studies repeatedly show that, regardless of the quality of the strategies, companies find it difficult to successfully implement them and, therefore, to realize the competitive advantages they were aiming for. Probably the most important driver for successful strategy implementation is "strategic alignment," that is the systematic process of bringing the actions of each business unit and employee into line with the organization's strategic objectives. The challenge is to make them all work together towards a common goal, thereby improving the overall performance of the company. As Akpan and Carter (2007) have aptly put it, strategic alignment is basically nothing more than "team work."