Aligning Strategy and Sales

20 August 2014


The most crucial connection in an organization seeking to grow is between sales and strategy. US companies, for example, spend more than 3x on sales efforts than they spend on all media advertising and 20x more than the total spent on digital marketing. Yet, research indicates that, on average, companies deliver only about 50-60% of the financial performance their strategies promise. That’s a lot of wasted money and managerial effort.

In this webinar, Frank Cespedes, author of Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling (Harvard Business Review Press, 2014), can help your firm improve performance. He focuses on what both strategists and sales leaders must do to close the gap, provide practical advice about pricing and sales productivity, and leave you with diagnostics that you can use with your team after the webinar.

Frank Cespedes teaches at Harvard Business School. He has run a business, served on Boards for start-ups and corporations, and consulted to many companies around the world. He is the author of five books as well as articles in Harvard Business Review, Wall Street Journal, California Management Review, and other publications.

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