Basic Alignment Drives Sales Results
Basic Alignment Drives Sales Results
Keeping in mind the practical reality that the race against the quota clock is unforgiving and relentless, you must balance the long term strategy by simultaneously delivering bona fide short term results. Like it or not, it’s still perform or perish.
Some measurable facts that indicate your Sales organization is out of alignment:
- Lack of results while your competitors are thriving
- Sales forecasts are unreliable and consistently missed
- Less than 50% of the sales reps consistently achieve their quota
- Annualized salesforce turnover is greater than 20%
- Sales expenses increase while rep productivity decreases
- Your firm is losing market share to competitors
As the founder of SalesFulcrum LLC, we have developed a straight-forward model that helps to diagnose where and why a firm’s field sales management is out of alignment with the firm’s overall strategy. This model starts with a defined Corporate or Sales strategy that is predicated upon a set of 3-4 clear business priorities.
Here’s a quick test to see if your sales management team understands your strategy: Ask each one of your direct reports to define it! You might be frightened by their response.
Our model shows that long term sales success dictates a focus on both people and process, with particular emphasis on improving sales management effectiveness. Identifying the right sales management personnel, implementing the proper sales management processes, and driving ownership and accountability for results at the sales manager level has profound impact.
Once the right sales managers are in place, culture and values, (the norms, the common language and environment) and process (roles, outputs, salesforce automation, methodology) are determined and reinforced by this fully aligned sales management team. If the front line leadership team embraces these as their own, they can then recruit salespeople that have the requisite skills, relevant experiences, and proven track records that are compatible with this culture and process. In other words, reps that possess both “fit and fitness” for the job at hand.
Programs (incentives, compensation, recognition, promotions, etc) must also align with the larger corporate objectives and overall strategy. Importantly, sales management needs to participate directly in the development of these programs so that they again have a sense of ownership and to insure that the programs are grounded in field-based reality. Ever see a sales contest pay out ridiculous sums for outcomes that are essentially the same as the reps just doing their basic job, or worse yet, not even in the interest of the firm?
Finally, sales management is a business function that lends itself to quantifiable objectives and metrics and, per the old adage, “if you can’t measure it, you can’t manage it.” Yet, focus on determining the right metrics is also a key part of the puzzle. Consistent stack ranking, evaluation and posting the results of all sales personnel (especially the sales management’s results!) is an important mechanism to drive consistent and sustainable sales excellence.
In summary, business excellence and success is typically defined by the delivery of consistent and profitable revenue growth over an extended period of time. A high quality and aligned sales management team is a key success factor for such results. It is the responsibility of the senior sales executive to align, build, mentor and lead this sales management team so that the salesforce (as much as product, technology, market message, and strategy) becomes a sustainable, competitive advantage for the firm.
Basic Alignment Drives Sales Results - To learn more about this author, visit Jay Crookston's Website.
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As the Head of Sales, a key imperative is to align your sales leadership or management team with the Corporate strategy and vision so that the sales organization can start delivering sustainable, predictable results.
Keeping in mind the practical reality that the race against the quota clock is unforgiving and relentless, you must balance the long term strategy by simultaneously delivering bona fide short term results. Like it or not, it’s still perform or perish.
Some measurable facts that indicate your Sales organization is out of alignment:
- Lack of results while your competitors are thriving
- Sales forecasts are unreliable and consistently missed
- Less than 50% of the sales reps consistently achieve their quota
- Annualized salesforce turnover is greater than 20%
- Sales expenses increase while rep productivity decreases
- Your firm is losing market share to competitors
As the founder of SalesFulcrum LLC, we have developed a straight-forward model that helps to diagnose where and why a firm’s field sales management is out of alignment with the firm’s overall strategy. This model starts with a defined Corporate or Sales strategy that is predicated upon a set of 3-4 clear business priorities.
Here’s a quick test to see if your sales management team understands your strategy: Ask each one of your direct reports to define it! You might be frightened by their response.
Our model shows that long term sales success dictates a focus on both people and process, with particular emphasis on improving sales management effectiveness. Identifying the right sales management personnel, implementing the proper sales management processes, and driving ownership and accountability for results at the sales manager level has profound impact.
Once the right sales managers are in place, culture and values, (the norms, the common language and environment) and process (roles, outputs, salesforce automation, methodology) are determined and reinforced by this fully aligned sales management team. If the front line leadership team embraces these as their own, they can then recruit salespeople that have the requisite skills, relevant experiences, and proven track records that are compatible with this culture and process. In other words, reps that possess both “fit and fitness” for the job at hand.
Programs (incentives, compensation, recognition, promotions, etc) must also align with the larger corporate objectives and overall strategy. Importantly, sales management needs to participate directly in the development of these programs so that they again have a sense of ownership and to insure that the programs are grounded in field-based reality. Ever see a sales contest pay out ridiculous sums for outcomes that are essentially the same as the reps just doing their basic job, or worse yet, not even in the interest of the firm?
Finally, sales management is a business function that lends itself to quantifiable objectives and metrics and, per the old adage, “if you can’t measure it, you can’t manage it.” Yet, focus on determining the right metrics is also a key part of the puzzle. Consistent stack ranking, evaluation and posting the results of all sales personnel (especially the sales management’s results!) is an important mechanism to drive consistent and sustainable sales excellence.
In summary, business excellence and success is typically defined by the delivery of consistent and profitable revenue growth over an extended period of time. A high quality and aligned sales management team is a key success factor for such results. It is the responsibility of the senior sales executive to align, build, mentor and lead this sales management team so that the salesforce (as much as product, technology, market message, and strategy) becomes a sustainable, competitive advantage for the firm.
Basic Alignment Drives Sales Results - To learn more about this author, visit Jay Crookston's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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