A sales transformation requires a focus on all three areas: sales strategy, capabilities, and leadership.

A sales strategy defines who a company’s customers and prospects are, what the value proposition is, and how the selling is done.* Changes to a sales strategy may be required when a new product/category is launched, competitive offerings have changed, or the company has been acquired or made an acquisition.

We take companies through a process that allows us to develop your sales strategy. Some of the questions and areas we explore to get there are:

  • Who are our customers?
  • How and what do they buy?
  • How should we organize the sales team?
  • How do we balance selling effectiveness against cost of sales?


Driver Components Focus Areas

  • Voice of the Customer
  • Customer Potential & Segmentation
  • Brand/Portfolio Analysis
  • Value Proposition
  • Determine voice of the customer and the customer’s buying process and criteria
  • Define which brands/products will be sold to which customers through the mix of sales channels (e.g., direct, distribution, etc.)
  • Determine the value propositions necessary to provide differentiable value

  • Sales Roles
  • Organizational Structure
  • Management Alignment
  • Identify sales and sales support roles along with required knowledge and skills
  • Determine the optimal organizational structure (e.g., new team, matrix, overlay, etc)

* Building a Winning Sales Force, Zoltners and Sinha