How should you allocate your people, money and time? These three resources are critical to your organization and your corporate strategy needs to dictate how each are allocated. We recently spoke with Paula Shannon, the CSO and SVP at Lionbridge Technologies to discuss this topic.


We start by identifying and talking through the first eight actions of a sound corporate strategy: planning a company’s mission, vision, values, brand promise, and goals as well as identifying and leveraging your markets, competition and advantages.


With the corporate strategy in place, we then discuss strategic alignment: getting your sales strategy in sync with your corporate strategy by setting sales goals that are in line with your company’s aspirations.


We also look at effectively communicating your corporate strategy to your company’s sales leaders to ensure that it’s reflected in your field-level sales, customer interactions and recruitment.


As you can see, the corporate strategy is a key input into the sales strategy. If the sales team does not understand the corporate strategy, revenue growth will suffer. Watch here to see how one of your peers has successfully achieved revenue growth by connecting the sales and corporate strategy.


Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.


A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.


Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.




Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.


What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.


What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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