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The Sales Book by Graham Yemm

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The fit between the business strategy, marketing and sales

Objectives

  • To understand where the sales function should fit within the overall strategy
  • To understand the role of effective marketing analysis and planning in sales

Understanding

Although sales is the most critical function of a business because it brings in the revenue to sustain the operation, it does not operate in isolation and nor should it. Too many times businesses set sales plans (mainly revenue targets) without looking at the bigger picture. This mistake is not just made by small or inexperienced organisations; larger ones fall into the trap too. The target is set using internal criteria for what the management want to achieve. Frequently, they take the last year’s results ...

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