As a senior leader, you feel stuck. You want more sales. You need more sales, but nothing seems to be working right now. One sales team does things one way and another team does them a totally different way. Neither delivers enough deals.
Sure, you’ve got a set sales process—on paper at least—and an expensive CRM, but those don’t work very well either.
Why is this happening? Here’s why: Sales strategy and sales process are two totally different things, just like a ladder and the wall it’s leaning on are two totally different things.
I take a different approach to sales, a strategic approach that views all activity through three lenses: Who, Why, and How.