The Sales Strategy Matrix:An Essential Tool for Aligning Sales Jobs with Company Objectives

The four-phase growth model introduced in Chapter 1 provides a useful framework to help you understand the changes taking place in your market. Associated with each growth phase is a sales strategy. A sales strategy is simply a plan of action to win, retain, and expand business with customers. We have found it useful to express sales strategy in the form of a matrix, as shown in Figure 3-1.

Figure 3-1. Sales Strategy Matrix.

One of the most common problems experienced by companies is the misalignment of business objectives and the selling behavior of the ...

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