Читать книгу Sales Growth - Baumgartner Thomas - Страница 5

When we wrote the first edition of this book in 2012, we were confident we were breaking new ground. Nevertheless, we were still surprised by the overwhelming reaction from readers. While we were gratified by the 30,000 copies read by sales executives around the world and the countless social-media posts and extensive publishing attention, what struck us was how the conversations about the role of sales in driving above-market growth had reached a completely new level.

This feedback and requests for more insights drove us to write a new edition, which is what you are holding now. What’s new? There are three entirely new chapters covering the role of presales, the benefits of marketing and sales collaboration, and a forward-looking view that reimagines what sales might look like in the years ahead. We have also made major updates to the chapters on digital channels, big data, direct sales, and channel partners to incorporate the latest trends and how they’re affecting sales. In addition, throughout the book, we’ve layered in new examples and data based on recent McKinsey surveys of buyers and sellers, and on conversations with many more market-beating sales leaders.

For all the changes, this edition has remained close to its roots: a book for sales executives by sales executives. In that spirit, we have added 20 completely new interviews with sales leaders across many industries: from consumer goods to power generation, from financial services to high tech, and from manufacturing to logistics. These stories from the “front lines of sales growth” are rich with insights into how leading companies use the five sales strategies to deliver growth that beats the market.

These case stories are not just illustrations of how you should think about sales management. They are proven strategies. Together, they comprise a roadmap to tangible top-line growth and bottom-line improvement.

Few if any companies will tackle all five strategies covered in this book in one program. But we are convinced that the insights, examples, and lessons here can deliver significant growth. This book is a record of experimentation, of innovation, and often of courage. We trust it will provide you with a blueprint to pursue sustainable sales growth.