Goal Setting and Strategy Development

Change Factory Execute^TM

Communicating a strategy is in many organisations a hit and miss affair. Too many people just do not "get it". At least not in the way that the leader does.

In your sales organisation is the goal:

• market share?
• growth?
• volume?
• contribution to fixed costs?
• profit?
• customer loyalty?
• customer satisfaction?

What do your employees think? In most sales organisations conflicting goals exist. Different employees have different views. The result, of course, is that the best people will be pursuing different strategies and tactics. Others will be doing their best without thinking about strategy or tactics at all.

Aligning your sales force, and marketing and fulfilment, towards your goal requires more, however, than a clear articulation of the goal. To achieve high productivity levels the majority of your staff must understand the strategy and tactics to be employed to reach the goal

Attempting to execute too many strategies at one time confuses your staff and disperses your resources. Limit your strategic platforms to four.

Tactics, or the tasks to be completed either as a once off or in a repeated pattern, should be prioritised using an ease of doing versus impact on delivering, against the goal, matrix.

Those tactics which do not directly impact the delivery of the goal should be abandoned as a good idea at the time. Only consider completing them if they are a precursor to another tactic which does directly impact upon the delivery of the goal. If they are not easy to implement, break the tactic into separate tasks that are easier to do.

Finally, it is important to manage the execution of your strategy and tactics to reach your sales goal within the bounds of your project management capability. Aggregate your tactics into ninety day blocks of what is achievable.

If this sounds like too much to think about, contact us on +61 408508490 or email us to arrange for a Change Factory Execute^TMworkshop. Duing the two day workshop we will help you build your sales goal, strategy and tactics into an executable package.

What's more we will deliver it to you on one page making it easy to communicate to your sales team.

©2007 Change Factory

We welcome your comments: you can contact Kevin by email at