A Roadmap to Supercharging Your Sales Force

An optimized sales network is crucial to a company’s long-term success. On the front lines of the marketplace, sales teams are charged with maximizing profit while delivering the best possible value to customers. Firms rely squarely on them to generate revenue, yet how often do they analyze whether they’re operating at full potential? Not often enough, according to Prof. Julián Villanueva, head of IESE’s Department of Marketing. “Companies will spend countless hours poring over financial statements, but few dedicate the same amount… Read More

Crafting a Strategic Marketing Plan

When done right, marketing plans serve as a strategic guide to a company, complete with facts, figures and objectives to help attract, engage and retain customers. Boiled down to their essence, they define the company, what it’s offering, who it’s targeting and what its core strategies are to generate sales. But crafting an effective marketing plan is complex, involving the following phases: Marketing plan preliminaries Marketers need to do some homework before designing a marketing plan. To get “the lay of the… Read More