How to Align Sales Culture with Sales Strategy

stick figures are pulling up an arrow that indicates Align Sales Culture with Sales Strategy

Do You Know How to Align Sales Culture with Sales Strategy?
When you align sales culture with sales strategy, you outperform your peers.  Our organizational alignment research shows you can grow 58% faster, be 72% more profitable and satisfy customers 3.2 times greater when you have sales cohesion and alignment.

Sales Effort Does Not Equal Sales Alignment
Most organizations focus a great deal of energy on making sure that their sales reps are working as hard as they can to meet revenue and margin targets. Sales leaders measure all kinds of sales activities. In fact there is no shortage of data.

CRMs provide a wealth of information about such sales concerns as:

  • Current and potential customers
  • Past, current and potential deal sizes
  • Frequency of customer contacts
  • Names and roles in customer organizations

But sales activity information alone is of little value unless it is used properly to achieve a common sales objective.

Align Sales Culture with Sales Strategy to Get Lift
We maintain that unless you can align the culture of your sales team (how and why things get done) with the sales strategy (what you are trying to accomplish), your sales people may not be putting their efforts in the right direction with the right clients. Your sales team may be efficient, but not effective.

Sales Alignment Creates Sales Optimization
The goal should be sales optimization. Decisions should be made that chart the course toward proven sales behaviors that drive:

  • The right deals
  • With the right customers
  • For the right reasons

For the most productive sales culture, you need to allocate resources where the greatest opportunity for profitable growth resides.

Three Capabilities to Align Sales Culture with Sales Strategy
Here are three capabilities you must build into your sales culture so you are aligned with business priorities and set up to optimize business results:

1. Hold Frequent, Informal Performance Conversations Focused on the Sales Activities that Matter Most
Sales managers need to set aside time to observe and coach sales team members. Our research shows that effective sales coaching makes a 4-to-1 difference in terms of performance. A performance review once a year is of little value compared to behavioral tweaks on a regular basis that are aligned with the overall sales strategy.

These one-on-one meetings are your opportunity to help your sales reps spend their time where they will be most productive. This means:

  • Prioritizing clients
  • Clarifying your unique value proposition
  • Improving customer interactions
  • Providing value with every customer contact
  • Helping to overcome obstacles
  • Ensuring the customer’s situation is well understood
  • Delivering highly relevant and customer-centric solutions

2. Update Your Sales Strategy to Reflect Reality
In far too many companies, the sales strategy is woefully behind current company and marketplace realities. A sound sales strategy helps sales reps make decisions that keep them on track to win in a way that makes sense. However, adjustments may need to be made to stay in tune with externally driven buying patterns, selling cycles and competitive shifts.

smart sales strategy creates agreement and alignment about:

  • Who your target clients are where you should win the majority of the time
  • What differentiates you from the competition in the eyes of those target clients
  • How success (and failure) will be measured at the company, team and individual levels
  • What sales processes and methodologies will be used to achieve your goals
  • Which sales barriers stand in your way
  • What actions you will take to meet your objectives

3.  Select the Right Target Customers.
You should have an ideal target customer profile…one that represents your ideal buying partner in terms of size, maturity, need and ability to buy. Too many sales people waste time on clients who don’t fit what they have to offer compared to the competition. Find clients who don’t exceed your cost-to-serve or value-to-serve limits.

The Bottom Line
Build a high performing sales culture by encouraging the critical few winning behaviors, aligning with the organization’s strategy, and by sticking with ideal target customers.

To learn more about how to align sales culture with sales strategy, download How to Optimize Your Sales Force in the Face of Increased Performance Pressure

Comments are closed.

We consider LSA our true business partner in the areas of Learning and Organizational Development. From Strategic Planning to Presentation Skills and Management Training, they continue to provide excellent value and extremely high quality solutions – not just one time events. I recommend them to anyone looking to drive true business results.

Michelle A. Mitchell
Vice President, Worldwide Human Resources

Over the years, both at 3Com and now at Redback, I’ve found LSA Global to be a valuable resource. The recent compliance program that they delivered for Redback’s executive and management team was the right solution, of the highest of quality, and customized to our business and culture. I would highly recommend LSA to any company looking for top quality solutions.

Gina Fulton
Vice President of Human Resources

LSA’s Employee Engagement Consulting and Survey work has provided critical visibility into: how well our people are holding up under the general economic environment, as well as, the specific challenges that face biotechnology companies in their efforts to discover and develop new medicines; their level of alignment and commitment to XOMA’s Vision and mission critical strategies; how leadership practices and management systems support an environment that engender commitment, and the specific actions that our leaders can take to improve on areas that are important to our people. I highly recommend LSA’s employee engagement solutions.

Chris Wells
Vice President, HR and IT

LSA helped us design and deliver a blended learning solution for our leaders to help drive our growth plans in a way that aligned with our specific culture and values. LSA understood our business, had deep expertise in the content areas, tailored the programs to fit our specific needs, and delivered great results. They constantly strive to deliver business impact and align their solutions with our business initiates, culture, and performance management systems. I highly recommend them to anyone looking to take their leaders to the next level.”

Beth A. Taylor
Vice President of Human Resources

Thoratec

I have worked with LSA Global at previous companies and welcomed the opportunity to bring them in to support my new organization. We worked closely with LSA to design a solution for our Client Partner Teams and Management Training on both coasts. LSA designed a customized solution for our business and organizational culture. LSA is a quality organization, one that I’d recommend to any company looking for a first class training and consulting partner that makes an impact.

Laurie Torres
Chief People Officer

LSA custom designed a Management Development program that is absolutely “on target” for our technical managers. Their facilitator has done a superb job delivering the material in a way that is fast paced, highly interactive, and fun. She presents practical solutions to the people situations that our managers face every day. I regard LSA as an excellent partner that understands our business needs and a virtual member of our HR department.

Judith Onton
Vice President Human Resources

Thank you to LSA Global for their partnership and support in helping us to design and roll-out our valuable management development training program. I personally have partnered with LSA Global at four of my previous companies. It continues to be a delight working with LSA. We look forward to partnering with them at Blackhawk Networks for future training and consulting needs.

Suzanne Kinner
VP Human Resources

Blackhawk Network

We recently contacted LSA Global to assist us with a unique training request. We gave LSA a very short deadline and LSA custom designed a training program to meet our exact requirements within the limited time allotted to them. We found their facilitator to be well versed in the subject matter and very credible; the design provided practical and valuable information to our team of managers. I highly recommend LSA Global, particularly in the area of management training.

Julaine K. Souza
Senior Vice President

For our go to training outsourcing partner, LSA provides exactly what we want. As always, they deliver outstanding work!

Elizabeth Siebert
Director, Organizational Excellence & Development

Intuit

Congratulations on your pro-activity in establishing this program and developing such an effective New Employee Orientation course.

Farhat Ali
President and Chief Executive Office

Fujitsu

I have worked with other training companies and found it to be more of a seller/buyer relationship than one of matching the right expertise to our business issues. That’s what LSA does – ask the hard questions, listen, and understand our business needs. We receive the benefit of their expertise from assistance with personal development plans to enhancing team performance, to looking at enterprise-wide challenges. It’s all about helping our business succeed as we grow. Right now, LSA is providing great ideas, a fresh approach, and valuable guidance as we develop our management team and accelerate our client relationship management results.

Kristin Westland-Kaune
Director, Team Development

Hyperion has a commitment to lifelong learning. LSA helps us provide the right business sales training, management training programs, and leadership development programs at the right time to meet the needs of both individuals and departments. I especially appreciate their ability to listen to my needs and recommend the appropriate facilitators, solutions and content.

Sarah Parks
Senior Project Manager

Hyperion

I highly recommend LSA Global to anyone who is looking to improve individual or organizational effectiveness through their top quality programs and broad range of expertise.

Greg Pappas
VP of Human Resources

In the Next Generation Management Development courses, I was trained with skills and tools that have made me and my team more productive, motivated, and successful at communicating with other departments.

 

Kevin Ashman
Firmware Engineering Supervisor

I’ve been associated with LSA for the last 8 years and have found them to be an extremely professional, well managed full service training organization. Since working with LSA, I’ve participated in a number of solutions ranging from Performance Management to Assertiveness Training – I’ve found that the quality of the resources is superior. They are well prepared and have definitely done a considerable amount of pre-work in order to customize our culture and business into the total learning experience – making it most beneficial for our employees.

Duane Schroeder
Human Resource Manager

Evaluate your Performance

Toolkits

Toolkits

Download key published insights and tools from industry experts highlighting best practices in the areas of talent, strategy and culture.

More

Health Checks

Health Checks

Want to know how you stack up against leading organizations?  Receive a complimentary benchmarking analysis courtesy of an LSA Expert.

More

Whitepapers

Whitepapers

Get up to speed on timely solutions critical to your business. Published by LSA Experts based upon client feedback and key industry trends.

More

Methodology

Methodologies

First we identify the key metrics you want to improve. Then we assemble a dedicated team of elite experts who have successfully solved similar problems with similar clients.

More

Blogs

Stay up to do date with the latest information on how we help high growth companies align their culture and talent with strategy.

More

Case Studies

Client Case Studies

Real world consulting and training approaches from LSA projects, providing insights on how your company can outperform the competition.

More