Using Go-to-Market Strategies as Competitive Advantage

on July 21, 2016

Unlike often claimed, good products don’t simply sell themselves. That’s way successful companies not only develop innovative products, but also effective go-to-market strategies that allow them to deliver new products to the right customers quickly and profitably. Due to shortened innovation cycles, the rising number and complexity of sales and marketing channels, and the increased competition for access to these channels, go-to-market strategies are now more important than ever.

Book Review: “Aligning Strategy and Sales” by Frank V. Cespedes

on September 17, 2014

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.