How to Align Your Corporate Strategy With Sales, Marketing, and Product


So, as Corporate leader, the big question is: When 2016 rolls in, will your employees have a clear idea of what they are working towards?


To be sure your answer to this is “yes,” you must be able to define not just your team’s objectives, but also what each other team needs from Corporate to make their number. In other words, your objectives need to drive daily decisions from the CEO down to all levels of employees.


Here’s what you need to know to make that happen.Your objectives need to drive daily decisions from the CEO down to all levels of employees.


How to complete the Objectives phase of your strategy:

In this year’s research report, we found that top-performing CEOs align their Corporate Strategies across an eight-step process. The fifth step in this hierarchy is the Objectives phase—the one that’s going to inform the goals for your entire organization.


You’ll know you’ve completed the Objectives phase when you can answer these five questions for your company:


  1. What are the company objectives that must be met?
  2. What are the Product objectives that support the Corporate objectives?
  3. What are the Marketing objectives that support the Corporate objectives?
  4. What are the Sales objectives that support the Corporate objectives?
  5. What are the Talent objectives that support the Corporate objectives?


That’s clear enough, but you still might not know how exactly you should answer those questions. That’s where these crucial insights come in…


What other teams need from your Corporate Strategy:

Here’s what each team needs from Corporate to properly prepare their strategies for the year ahead.


  • Product: In order to decide which products they should invest in, the Product team needs to know which markets the company plans to live in, along with the ins and outs of those markets.
  • „Marketing: Your strategy will inform Marketing about which advantages the company will use to beat its market competitors. Without Corporate planning, the Marketing team can’t ensure that they have the upper hand in reaching new consumers.
  • „Sales: Once Product and Marketing have what they need from Corporate, Sales can set the revenue generating process in motion, turning prospects into leads, and finally into customers.
  • „Talent: Your strategy will set the direction for who to recruit and how they should be brought into the company in order to feed your major objectives.


SBI Annual ReportAs long as you can be sure your Corporate Strategy effectively informs these other phases of your operation, you’ll be prepared to beat the estimates with a cohesive company plan.


To streamline this process, register for a session with an SBI Strategist. We’ll walk you through the eight-step hierarchy and ensure that your organization has everything it needs to make the number in 2016.


Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.


Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.


Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.



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