Your company’s ability to implement transformational change directly impacts how quickly your company can grow. The faster your company is able to change and adapt to a customer’s needs or a changing market, the more quickly your company is prepared to boost sales growth. Yet some executive leaders limit their company’s growth by accepting commonly-held myths about transformational change.
Tales of struggling heroes or teams who were broken down yet overcame obstacles to win always seem to capture our attention. All blockbuster superhero movies have a pivotal moment when the invincible character is vulnerable, and that is not unlike what your sales team might experience.
A new era of sales is ushering in that will eliminate of over 1 million jobs from B2B sales over the next five years, according to Forrester, and companies need to adapt their sales strategies now to better position themselves for the selling model of the future.
Is there a misalignment between your company’s sales strategy and your business strategy? Perhaps you are driving toward significant growth, but your sales force is chasing small accounts that will never result in enough revenue for your company to achieve your goals. Or, maybe your sales team is focusing their efforts on landing large accounts when your business strategy is to grow by diversifying your client base with multiple smaller accounts. Either way, a misalignment between your sales strategy and business strategy results in lost growth opportunities for your organization.
CEOs are not only responsible for guiding their organization in planning for the future, but also in anticipating it. I spend a great deal of my time helping business leaders to see the future in the larger market context beyond just their own industry. Here’s what I believe the next five years will look like in the world of selling.
In today’s business environment, boards are naturally inclined toward risk assessment and caution. This occurs simultaneously and without the slightest hint of irony that business growth is also expected. CEOs and their executive team are put in place to create growth with as little risk as possible, and this comes in the form of management submitting initiatives requiring board approval.