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    HOW A DIFFERENTIATED SALES ORGANISATION STRATEGY DRIVES REVENUE GROWTH AND MARGIN IMPROVEMENT

    Jun 26, 2019 5 minutes
    BY MONIQUE VERDUYN

    DEFINING A WINNING STRATEGY

    How do you define strategy?

    It’s a process that requires an executive or group of executives to make a set of choices about what the company, division, functional unit or product will do and will not do.

    Second, it includes key components such as a goal, a decision on where to play, and a conclusion on how to win with respect to capabilities, management and systems.

    Finally, a strategy should be responsive to risks and opportunities in the environments in which a company functions.

    How is strategy applied to a functional unit such as sales?

    The Company’s strategy cascades down to business units, and may include specific goals, decisions on where to play, and a conclusion on how to win.

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