By Carl Moe, founder of CRO Success, an organization dedicated to developing and delivering the tools, processes and systems CRO’s need to succeed.
Business expert W. Edwards Deming said it best, “If you can’t describe what you are doing as a process, you don’t know what you are doing.”
Most CEO’s understand Deming’s wisdom and apply this concept to many aspects of their business … except in sales. Sales is typically viewed as an independent variable (or necessary evil) and, therefore, not subject to the same level of process scrutiny. The default menu of sales “McFix” options typically range from motivational speakers to incentive trips around the globe, with the rest of the company being upset when sales is not performing but still getting endless perks!