The 3 Keys to a Successful Strategy Alignment


Specifically, to hit your 2016 number, corporate, product, marketing, and sales strategies must align. This starts with corporate strategy and moves across the value chain to sales strategy.


But when it comes time to create and connect strategies, where do you start?


Here are the three keys to success.When it comes time to create and connect strategies, there are three keys to success.


1. Strategy is about making choices:

To win, a company must choose to do some things and not others.


We conducted exhaustive research for 12 months to produce our 2016 report. During that time, we discovered something interesting.


For successful companies, a renewed emphasis on strategy over tactics has emerged.

Where many companies go wrong is in the strategy and tactics area. They mistake a collection of tactics for strategy. This creates a reactive (instead of proactive) environment.


Scattershot and one-off efforts will not help you succeed in 2016. Choosing which tactics to execute should be part of an overarching strategy.


The lesson: Review strategies regularly. Identify which tactics worked well and which ones didn’t. Then improve functional strategies with each round of reviews.


2. Strategy is about increasing the odds of success :

There is no such thing as a perfect strategy.


Collaboration across functional groups is critical to next year’s success. Each functional area should be prepared to bring products to market. They should all understand and support the go-to-market strategy.


And each area should be sharing information and adjusting their strategy as necessary.


Focus each functional strategy on efforts that have shown success. Remove activities that are wasting resources and/or just not working.


Then make sure your leaders are communicating with one another and sharing best practices. In fact, make sure your strategic program aligns the functional leaders across your organization.


The lesson: Strategy should be reviewed and adjusted continuously.


3. Strategy is about combining rigor and creativity:

Strategy should be creative and scientific, as it involves generating and testing hypotheses grounded in factual data.


Effective strategy – and following that, strategic alignment – starts with research. Arguably, the most important research in revenue growth is market research.


Market research provides an understanding of the market, accounts, buyers and users. It is the first step in aligning your strategy with buyer needs. It also has the benefit of helping you address user problems with your products.


A successful strategy will be different from your competitors’ strategies. Creativity is important, here. Look for gaps and opportunities to differentiate your company.But ground this in data gathered from in-depth market research.


The lesson: Ground your strategy in thorough market research.


A Proven Methodology That Leads to Revenue Growth

These three keys are important to understand before creating your functional strategies. Now follow SBI’s 6-Step Sales Strategy Methodology to create and align those strategies successfully. We created this methodology based on comprehensive research and best practices of leading executives.


In the following weeks, we will dive deeper into this on the SBI Blog. If you would like to get more detail right now, download our full report. Click here to downloadHow to Make Your Number in 2016.


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.
Learn more about Greg Alexander >

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.

Read full bio >