SMMs can do the best analyses, conduct the most insightful marketing research and learn as much as possible about competition, make all the necessary changes to products and services, and design the best strategies. But unless the sales organization is well organized, effectively aligned with the company’s core competencies and its strategic thrust, and directed and managed, the company will not achieve its growth goals and objectives; sales and marketing strategies will flounder.
Previous chapters dealt with obtaining, analyzing, and interpreting customer and product data, evaluating problems, constraints, and issues involving growth, deciding whether or not to grow—and if so—what strategies present the best options. ...
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