Sales Strategy and Performance

Is the selling function a strategic or tactical consideration in market driven firms?
Can adopting a more strategic perspective on the selling function, its organization and management significantly enhance orgnanisation performance?

The fundamental change is the adoption of a customer-oriented perspective for the organization as a whole. Such a focus on the customer fuels a dramatic shift in the organization. Customer selection, customer knowledge, customer access, and customer relationships become part and parcel of the strategy of the firm, rather than relegated to the tactical domain of sales management. Organisations that are interested in becoming more customer oriented are more likely to build a customer centric organizational culture and adopt a structure organized around customers, in line with brands and products.