Aligning strategy and sales

11th April 2015 |   Frank Cespedes

Harvard Business School’s Dr Frank Cespedes tells Nick de Cent why strategy is even more relevant in an era of constant change.

NdeC: Does strategy still work in an era of constant change? What is the role of a business strategy in these conditions?

FC: Some now say that strategy is less important – and may, in fact, be an impediment – in an era of constant change, because (in their view) setting a strategy assumes a stable market, not change and “disruption”. I disagree with this view because it’s wrong: empirically, historically, logically, and organisationally.

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Frank Cespedes teaches at Harvard Business School and is author most recently of “Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling,” (Harvard Business Review Press).