By Ken Adams and Rick Dillon – Sphere Marketer & Analytics
“Sales leadership is very different from sales management. The Sales Leader empowers sales managers to drive the sales team to succeed. As a result, the Sales Leader is the person who leads the sales organization to generate predictable and repeatable revenue for the company.” Peter Drucker
Sales leadership is very different from sales management. Management is more about setting a vision and direction and – ultimately – about the entire sales organization genuinely wanting to follow their leader to success. In this sense, sales leadership is more strategic and comes as a result of a sales leader setting the vision and strategy, as well as about defining the culture of the sales organization.
This comes as a result of setting goals, objectives and top priorities for the sales organization and then empowering the sales managers and sales reps to succeed. Sales leaders do this by creating the organization’s Sales Strategy.
They also author the Annual Sales Plan.
Sales Leaders author the Sales Process and Sales Effectiveness Drivers. They author the Sales Playbook where they communicate the Vision, Strategy, Culture, Sales Process, Sales Effectiveness Drivers and also the tactical Sales System which the sales team must use (and must be trained on consistently).
Then the sales leader empowers their sales managers to drive the sales team to succeed. As a result, the Sales Leader is the person who leads the sales organization to generate predictable and repeatable revenue for the company.
There is one last critical point to be made — today’s top Sales Leaders have a common denominator: they are data-driven.
For the sales strategy to be effective and for the sales leader to lead the sales team in the right direction, they must be analytical and thus make decisions based on real data — not just on gut instinct.
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