Strategic alignment for sales organization transformation

The highly competitive, turbulent business environment calls for the creation and delivery of superior customer value. In order to meet customer expectations and deliver superior value, many firms are undergoing significant transformations by developing a market orientation, building strategic relationships, improving processes and structures, enhancing the relationship between the marketing and sales functions, and developing appropriate new metrics. This paper addresses the crucial role of the sales organization and the importance of strategic alignment to the success of firm and sales organization transformations. Key alignment linkages between firm transformation strategy, sales organization strategy, and sales management practice are discussed in the context of delivering superior customer value. Sales organization implications and research directions are discussed.