Who Is Right for the Program
Aligning Strategy and Sales is designed primarily for executives in business-to-business companies—or business units of large enterprises—that depend on a direct sales force for all or part of their product or services revenue. The program is appropriate for decision makers who are responsible for defining, managing, and measuring a company's go-to-market strategy and sales efforts.
While sales executives assume primary responsibility for a company's selling practices, the process of mapping sales efforts to strategy also requires cooperation among executives from a range of functions. For this reason, the program is appropriate for individual sales executives and for teams that include executives responsible for general management, product- or service-line management, finance, marketing, customer service (pre- or post-sale), or human resources. When several executives from one company attend, they can address company challenges as a team. Leveraging a shared understanding enables them to put the program's methods to work immediately upon their return. Titles of participants include, but are not limited to:
- Chief executive officer
- Chief financial officer
- Chief operating officer
- Vice president, sales
- Vice president, business development
- Vice president, channels/distribution
- Vice president, operations
- Vice president, marketing
- Vice president, human resources
- Vice president, customer service
- Country manager
Because the program is focused on a key driver of cash and earnings before interest, taxes, depreciation, and amortization (EBITDA) in most firms, it is also relevant for venture capital or private equity firms that assist portfolio companies with their go-to-market and business development efforts, as well as for the leaders of those portfolio companies.