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Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling, by Frank V. Cespedes
Ebook Download Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling, by Frank V. Cespedes
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"The best sales book of the year" — strategy+business magazine
That gap between your company’s sales efforts and strategy? It’s real—and a huge vulnerability. Addressing that gap, actionably and with attention to relevant research, is the focus of this book.
In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for profitable growth. Without that alignment, leaders will press for better execution when they need a better strategy, or change strategic direction with great cost and turmoil when they should focus on the basics of sales execution.
With thoughtful, clear, and engaging examples, Aligning Strategy and Sales provides a framework for diagnosing and managing the core levers available for effective selling in any organization. It will give you the know-how and tools to move from ideas to action and build a sales effort linked to your firm’s unique goals, not a generic selling formula.
Cespedes shows how sales efforts affect all elements of value creation in a business, whether you’re a start-up seeking to scale or an established firm looking to jump-start new growth. The book provides key insights to optimize your firm’s customer management activities and so improve selling and strategy.
- Sales Rank: #442516 in Books
- Published on: 2014-09-02
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.10" w x 6.00" l, 1.27 pounds
- Binding: Hardcover
- 336 pages
Review
“A great sales book . . . With thoughtful, clear, and engaging examples, Cespedes provides a framework for diagnosing and managing the core levers for effective selling in any organization.” — Sales Pro Insider
“…the best sales book of the year. I know we’ve got a few months left in 2014, but I’m not too worried that I’ll be proven wrong—I’ve been waiting for a sales book like this one for a long time and the odds that another will appear before December 31 are long indeed.” “…Aligning Strategy and Sales is well worth the cover price.” — strategy+business magazine
“With so many books focused on the elevator pitch, closing the sale, or other minute sales techniques, Aligning Strategy and Sales is a refreshing change of pace.” — 800 CEO READ
“…the book is a must read.” — Gartner
Frank Cespedes was named one of the “Top 50 Sales & Marketing Influencers” by Top Sales World
ADVANCE PRAISE for Aligning Strategy and Sales:
Lou D’Ambrosio, Chairman, Sensus; former CEO, Sears Holdings and Avaya Inc.—
“Finally . . . a business book with real, pragmatic insight about the crucially important, but often ignored, discipline of sales and why it’s vital to any plausible strategy. Written in an effective and sometimes edgy tone, Aligning Strategy and Sales is a compelling playbook for companies looking to accelerate their growth.”
Jeffrey Bussgang, General Partner, Flybridge Capital Partners—
“You spend a lot on sales. A LOT. Read Cespedes’ wise words to get a better handle on how to make your sales investments pay off through smart, strategic alignment.”
Charles Wilson, CEO, Booker Group—
“It often feels like salespeople are from Mars and strategists from Venus. Little wonder so many strategies fail when tested by real-world customer contact. Whether you are in sales, strategy, or a CEO, you should read this book. It addresses thorny issues like culture and compensation, and it will help you get results.”
Mardia van der Walt, Senior Vice President, Middle East and Africa, T-Systems International—
“The execution of strategy within an organization is dependent on two critical elements: the creation of a culture that enables strategy execution, and the ability of the sales force to execute on the sales tasks aligned to the strategy. And this is what Frank Cespedes manages to do with Aligning Strategy and Sales.”
Jeanne O’Kelley, cofounder and CEO, Blueprint Technologies—
“Frank Cespedes has brilliantly captured why aligning strategy and sales is so darn difficult. He walks you through the alignment process in a methodical yet witty manner, reminding you of the nitty-gritty intricacies that will provide the wind in the sails of your strategy. This book should be required reading for all senior executives and sales managers.”
About the Author
Frank V. Cespedes is the MBA Class of 1973 Senior Lecturer of Business Administration at Harvard Business School. He has run a business, served on the boards of established corporations as well as start-ups, and consulted to companies around the world. He is the author of six books and many articles in Harvard Business Review, the Wall Street Journal, California Management Review, and other publications.
Most helpful customer reviews
15 of 15 people found the following review helpful.
Great summary / reference guide
By Lance
This book is great for specific audiences, but will leave others unsatisfied and wanting more.
Pros:
-Very good overview for someone new to sales or with a narrow role trying to expand their understanding of how their individual selling role fits into the broader company. Provides a survey course of all the key sub-functions / adjacent functions and how they are critical for a successful sales operation (finance, HR, compensation, incentive systems, sales operations, recruitment, training, management, marketing, etc.). This book will allow the reader to understand how the different pieces of the machine interact and operate with a more nuanced understanding of their organization.
-For more seasoned executives, individuals with a critical interface with sales, or those middle managers looking to expand their roles, this book acts as a checklist to ensure best in class behavior. Each chapter should produce a number of opportunities to evaluate yourself against best in class and identify ways in which your current model may not be totally aligned.
-For an academic this book is exceedingly practical and real-world rather than pie in the sky ideas. It understands that sales is not easy or totally controllable and does not suggest "consulting" solutions.
Limitations:
-The book intentionally takes a very high level perspective. An individual looking to go deep on any one topic or to get the latest innovation in management thinking should look for best of breed books elsewhere.
-Cespedes at times can be a long-winded writer, taking a bit longer than the reader would like on specific topics often not core to sales
0 of 0 people found the following review helpful.
... down deep in the sales process and does an excellent job of relating basic strategy concepts
By Robert Kirk
This is a book that dives down deep in the sales process and does an excellent job of relating basic strategy concepts. As a sales leader I can see myself coming back to this book down the road. I believe the real value add from the book are the chapters on people (sales people and and sales manager) management. I'm not sure there were any "aha" moments in the book, hence the lack of a 5 star rating, but it's a solid effort that adds dimensions to a complicated topic.
0 of 0 people found the following review helpful.
well researched and delivered in a compelling and thought-provoking way!
By Peter P. Smith
As one might expect from Frank Cespedes, thoroughly well researched and delivered in a compelling and thought-provoking way. Clearly lays out the pitfalls of the endless pursuit of execution, even when it is at misaligned with the business strategy. Peter Smith, Author, Hiring Squirrels
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