Archive for September, 2011

Maximizing Sales Revenue Through “Alignment” My Compliments to Christine Crandell

I assist companies who are trying to “maximize their sales revenue”. Every company I meet with is looking for help in this area and I am guessing yours may be as well.

During the last few years, I have been focusing on “Alignment”. I attempt to align the sales, marketing, and customer service organizations to the corporate strategies and then more importantly align them to each other.

The Aberdeen Group found that highly aligned achieved an average of 20% annual growth rate in the present economy. This is compared to a 4% decline with their non-aligned peers. CSO Insights found that aligned companies had an average of 10% more of their sales people on quota.

Because this is a fairly new approach to the business of maximizing sales revenue, I have looked to the thought leaders who are driving the alignment paradigm and more importantly ones who have actually done the work and generated outstanding results. Alignment is not for the feint of heart, but it works.

Although there are a number of bright people who have written and presented methods on the subject, none has demonstrated a higher level of thought leadership than Christine Crandell.

Christine is an excellent writer and consultant who has documented success stories, proven in real life that the theory actually works and has developed processes to help companies implement it.

Years ago Christine noticed and recently wrote that “Customer Acquisition is a Myth” “Companies do not acquire accounts; it’s actually the other way around. (

Because of the power of the web and social media, customers actually find out more about a product before engaging with a sales person now more than ever before. She may have coined the term “buyer’s journey” which describes the process they go through.

If the buyer’s journey takes them to the web, social media commentary, corporate web sites, and conversations with their peers before ever talking with a salesperson, it is marketing’s role to be certain they are publishing relevant content and understanding where the buyer’s journey takes them. As they take the journey, the marketer needs to build a base of information about the buyer and at a predefined moment determine that this buyer is a viable sellable “lead” and turn it over to sales for follow though to closure.

Christine believes (and it has been my experience) that Alignment is not possible without an active participation of the CEO in the process. The CEO needs to believe it will be profitable and has to become engaged in clearly defining the “corporate strategy and plan” to the sales and marketing and customer service teams. He has to make clear to his management team that this is his program for maximizing revenue and he has to be engaged with accessing the Key Performance Indicators (KPIs) that are used as the metrics to measure the success of the process.

There is much more to the process of sales, marketing and customer service Alignment and we cannot cover it here. So I suggest that if you want to understand it, you become a student of Christine Crandell. I can help you implement it once you have learned the value and her thoughts on the procss.


 To learn more about Alignment and Christine Crandell, I suggest the following resources. She is President of New Business Strategies.

             Her web site is         

             She writes a column for Forbes Magazine on the subject twice a month.

             You can follow her on Twitter at

She can also be found on Google+, LinkedIn and Facebook

I hope you find her work as insightful, thoughtful and well written as I do. She is the expert’s expert.

Finally, I would be remiss if I didn’t take a moment to let you know that my company has the knowledge, background and skill set to implement “alignment” and other strategies to help you “Maximize Your Sales Revenue”  You might look at our “No Risk Engagement” page and contact us to discuss your situation. We are looking forward to hearing from you.

Thoughtfully yours,



Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 2 other followers