Chapter 2. The Sales Force
When you get right down to it, one of the most important tasks of a manager is to eliminate his people’s excuse for failure. | ||
| --ROBERT TOWNSEND | ||
Most companies find the cost of going to market is their second-largest expense—just behind COGS, the cost of goods sold. Depending on the mix of goods and services, companies may spend up to 40% of revenue marketing their products. As CSO, you are a steward of this investment. In your role, just a few strategic decisions will add to or subtract from the company’s return on its investment.
One of your first decisions is whether the current sales force is adequate or inadequate for its mission. Do you or don’t you have the right people?
According to Caliper, an organization specializing ...
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