Leaders of companies - in whatever sector - spend their time defining the corporate strategy of their businesses. Often, however, they don't spend enough time ensuring their colleagues in business development understand how this strategy connects with client and customer acquisition.
U.S. companies spend over $900 billion on their sales forces, which is three times more than they spend on all ad media. Sales is, by far, the most expensive part of strategy execution for most firms. Yet, on average, companies deliver only 50% to 60% of the financial performance that their strategies and sales forecasts have promised. And more than half of executives (56%) say that their biggest challenge is ensuring that their daily decisions about strategy and resource allocation are in alignment with their companies’ strategies. That’s a lot of wasted money and effort. So what’s the problem?