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Aligning Strategy and Sales
book

Aligning Strategy and Sales

by Frank Cespedes
August 2014
Intermediate to advanced
256 pages
6h 11m
English
Harvard Business Review Press
Content preview from Aligning Strategy and Sales

1

The Dialogue That Rarely Happens

Jim Koch, the founder and CEO of Boston Beer Company (BBC, maker of Sam Adams and other leading craft beers), is one of the smartest and most analytical business leaders I have ever met. Jim has three degrees from Harvard, but to his credit, he overcame the handicaps.

After graduating from business school and law school, he worked for seven years as a strategy consultant with the Boston Consulting Group (BCG) before starting BBC in 1984. For some time, Jim was the sales force at BBC, and he makes regular sales calls to this day. In a “street sales” business, this involves many cold calls on bartenders, wholesalers, and other impatient customers. Like Willy Loman reminiscing about the New England territory or ...

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Publisher Resources

ISBN: 9781422196083