Increase the top line while reducing expense—it’s what every CEO wants—and what their sales and marketing leaders are looking for as well. Many execs are realizing that meeting this goal involves increasing investment in sales and marketing with a renewed focus on gaining market share instead of just stabilizing it.
Companies that execute this strategy more effectively than the competition will grow faster, more profitably—and individuals responsible for these achievements will be rewarded.
What’s it take? Mastery of the five key elements of sales and marketing effectiveness:
Defined offer and message delivery through appropriate media
Leverage of the sales force’s strengths
Accountability from pipeline through forecast
We’ll take a deep dive into each in just a minute but first let me make a couple of observations:
Revenue is driven by coordinated and focused sales and marketing activities that