Achieving a Strategic Sales Focus: Contemporary Issues and Future Challenges

Paperback | July 16, 2016

byKenneth Le Meunier-FitzHugh, Tony Douglas

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The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Manyorganizations are facing escalating costs and a growth in customer power, which makes it necessary to allocate resources more strategically. The sales function can provide critical customer and market knowledge to help inform both innovation and marketing. Sales are responsible for building customerknowledge, networking both internally and externally to help create additional customer value, as well as the more traditional role of managing customer relationships and selling. The text considers how sales organizations are responding to increasing competition, more demanding customers and a morecomplex selling environment. We identify many of the challenges facing organisations today and offers discussions of some of the possible solutions. This book considers the changing nature of sales and how activities can be aligned within the organization, as well as marketing sensing, creating customer focus and the role of sales leadership. The text will include illustrations (short case studies) provided by a range of successful organizationsoperating in a number of industries. Sales and senior management play an important role in ensuring that the sales teams' activities are aligned to business strategy and in creating an environment to allow salespeople to be more successful in developing new business opportunities and buildinglong-term profitable business relationships. One of the objectives of this book is to consider how conventional thinking has changed in the last five years and integrate it with examples from sales practice to provide a more complete picture of the role of sales within the modernorganization.

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The main aim of this book is to consider how the sales function informs business strategy. Although there are a number of books available that address how to manage the sales team tactically, this text addresses how sales can help organizations to become more customer oriented. Manyorganizations are facing escalating costs and a growth...

Kenneth Le Meunier-FitzHugh is a Senior Lecturer in Marketing and he obtained is PhD from the Warwick Business School, University of Warwick in Marketing and Strategic Management. He is particularly interested in marketing strategy, sales strategy, and sales and marketing collaboration. He also has 20 years experience in sales and seni...

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Format:PaperbackDimensions:224 pagesPublished:July 16, 2016Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198706642

ISBN - 13:9780198706649

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Table of Contents

Section 1: Exploring the Positioning of the Sales Function1. The Changing Sales Environment2. The Sales Function's Position within the OrganisationSection 2: Sales Relationship with the Customer3. Customer Relationships and Lifetime Management4. Service Dominant Logic and its Impact on the Selling OrganisationSection 3: Sales Management5. Managing the Sales and Marketing Interface6. Strategic Leadership in Sales7. Developing High Performance Sales TeamsSection 4: New Forms of Selling8. Key Account management and Global Selling9. The Impact of Technology and Social media for Sales10. Moving Ahead: New Directions for the Sales Organisation