Generating revenue is the objective at the core of every company, regardless of size or industry. Of course, it's not the sole objective. Building market share, servicing customers, launching products, and creating awareness are just a few of the strategic goals typically included in an executive's plan. But each of those is only as valuable as the revenue it generates.

Every team—from Marketing to Operations—is responsible for realizing an increase in revenue year over year. Revenue generation does not exist in a bubble.

That is why I believe in and advocate a sales-first strategy at companies.

Does that sound counterintuitive to the customer-first mentality most organizations have adopted over the past few years? It's not.

Moreover, many people will likely bristle at sales-first language, but I'm not suggesting that marketing, services, public relations, or any other team is second.

What Does 'Sales First' Really Mean?

"Sales first" is a method in which all functions of a business align to deliver a cohesive strategy with the message, solutions, and people necessary to enable sales productivity and drive increased revenue. With that level of alignment, your customers will experience world-class engagement—from the first meeting with a sales rep through to a won deal and beyond.

The practice of sales-enablement provides the framework for the method of being sales first. If you don't have a sales-enablement function, you must create one. Without the binding elements of sales enablement, your company will never be able to form that cohesive strategy necessary to enable sales and generate revenue.

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image of Kurt Andersen

Kurt Andersen is executive vice president of sales enablement and marketing for SAVO, a provider of sales-productivity solutions.

LinkedIn: Kurt Andersen

Twitter: @kandersen-savo