Your corporate strategy must clearly identify the markets, accounts, and buyers your organization will focus on. Too often, CEOs believe they have effectively covered this ground—when in fact, their companies suffer from a mismatch between executive-level strategy and functional execution. Misalignment across functional strategies is the primary stumbling block to consistent growth.
This takes a heavy toll when companies launch products that don’t solve market problems, or when marketing is not aligned properly to support product launches. Moreover, sales dogfights over me-too products don’t inspire prospects to change their status quo. As a result, you miss your number.