Using your sales force to jump-start growth英文教材.pdfVIP

A P R I L 2 0 11 r e l l i M n e l l A k r a M m a r k e t i n g s a l e s p r a c t i c e Using your sales force to jump-start growth Maryanne Hancock, Homayoun Hatami, and Sunil Rayan There’s a reason it’s called a sales force. Here are four innovative ways companies can use their sales reps to drive growth. There’s no escaping the impact of elements that distinguish true the sales force on your company’s sales leaders from also-rans. This growth trajectory. This is the article highlights four intriguing frontline group best placed to gain ideas the executives described for an intimate understanding of leveraging the sales force to existing customers, to observe the jump-start growth. Together, these forces at work in an industry, and suggestions offer practical to identify potential new business. insights for sales groups, as well as During the past year, we inter- a starting point for discussions viewed about 100 sales executives among CEOs and other senior man- around the world, across a range agers hoping to get more from of industries, to identify the critical sales and marketing investments. 2 Look over the horizon Hunt and farm The sudden arrival of a truly It’s easy for organizations to fall disruptive technology—one that into