This book considers how the sales function informs business strategy. There are many books that address how to manage the sales team tactically, however, this text addresses how sales can help organizations to become more customer-oriented. Many organizations are facing escalating costs and growing customer power, making it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales build customer knowledge; network both internally and externally to create additional customer value ... More

This book considers how the sales function informs business strategy. There are many books that address how to manage the sales team tactically, however, this text addresses how sales can help organizations to become more customer-oriented. Many organizations are facing escalating costs and growing customer power, making it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales build customer knowledge; network both internally and externally to create additional customer value; and manage customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers, and a more complex selling environment. Possible solutions to the many challenges facing organizations are discussed. The book considers the changing nature of sales and how activities can be aligned within the organization, as well as market-sensing, creating customer focus, and the role of sales leadership. Short case studies by a range of organizations operating in various industries are provided. Sales and senior management play an important role in ensuring sales teams’ activities are aligned to business strategy and in creating an environment that allows salespeople to successfully new business opportunities and build long-term profitable business relationships. The book also considers how academic sales literature has changed in the last five years and integrates it with examples from sales practice to provide a more complete picture of the role of sales within the modern organization.