Business goals

14 strategic approaches to align sales efforts with business goals

What a business does should always be aimed at promoting its success. Each of a company’s short-term goals should contribute to its overall long-term goal. To that end, companies looking to align their business development efforts with their goals have a better chance of doing more in the long run.

Unfortunately, it’s not as easy as figuring out what the end goal is and working on it. There are nuanced approaches to ensuring that the long-term goal does not result in devastating short-term sacrifices. Fourteen professionals from Forbes Business Development Council Find out how a business can strategically approach aligning its sales efforts and long-term goals.

Photos courtesy of individual members.

1. Understand the main offer

The biggest impact a business development leader can have in aligning their efforts with a company’s long-term goals is to ensure that their team truly understands the core offering; not just the “what” and the “how”, but the “why”. The company and its products / services exist to meet real needs. Diving deep into these use cases and leveraging the related market research will sharpen any selling point while keeping it aligned with goals. – Alexandre divinski, RMG Media

2. Learn from every loss

As a mentor once told me, “I never made any mistakes in business, I just invested a lot in my education. Our biz development team is on the front lines and their feedback is crucial to our training development, process development, and product development. When things are going well, that’s great news. We find that it’s in lost business that we find some of the best inspirations. – Joel sherlock, Vitalis extraction technology

3. Look back to move forward

All business development efforts should be aligned with the short and long term goals of your business. Examining quantitative data, including financial results and feedback from customer and partner surveys, can be a useful way to spot patterns that help you develop your business development strategy. It can help you identify what works and what doesn’t as you work towards long-term growth. – Rakhi voria, IBM

4. Make sure the Biz Dev KPIs support the goals

Business development / sales are very results oriented activities. The results of the sales process must be fundamental to supporting the goals of the business. For example, one of the key goals of our business is to continuously increase the number of subscribers. Thus, most of our service offerings and our complementary sales plans are adapted to drive this metric. – Manoj Tandon, Safety Black Rhinoceros

5. Know your purpose and culture

To align goals with business development efforts, start by clearly communicating the purpose and culture of the company. Understanding this makes it easier for leaders and staff to adopt the strategic plan and work towards the same end goal. It reinforces the idea of ​​teamwork and creates a sense of usefulness for employees, which makes long-term goals more attainable. – Buck wagner, TBX®

6. Align with individual and personal goals

If your only goal is to focus on day-to-day KPIs such as calls made and meetings held, your long-term strategy is nothing more than a good idea. You need to align the goals and vision of the business with the individual goals of each team member. Do you personally invest in your employees? Do you understand what drives them? Know and invest in your people to drive long-term strategic growth. – Stephen M. Lowisz, quality

7. Involve Biz Dev in the planning process

The first step in aligning goals with business development efforts is to include business development leaders in the planning process from the start. This allows them to give their opinion on the potential of the business in the future. Most importantly, it enables business development managers to create sales initiatives for their teams that align with the strategic direction of the organization. – Sarah knapp, Spruce technology

8. Think like a newbie investor

When looking for a new area of ​​business within an established business, there is a common obsession with measuring using existing KPIs. But that’s not how a first-time venture capitalist thinks; a VC examines the size of the opportunity and the track record of those attempting to seize it. Look at your new business development initiatives the same way. Use KPIs to optimize things that are already working. – Merker Kit, Nobl9

9. Be ruthless in targeting customers

Most companies have an idea of ​​how long term growth will come from key target markets. For business-to-business, are they large companies with several divisions or startups? For consumer businesses, are they baby boomers or millennials? Build your business development plans with a relentless focus on these customers, and resist the temptation to look for ad hoc deals outside of that core. – Jack Barrette, WEGO Health

10. Build a client advisory board

Today more than ever, business development leaders should be keen to establish a customer advisory board. The best paths to recovery lie in listening to and serving customers. Bring them together, learn about sound advice, and provoke thoughtful talk with each other. You will immediately create value and strengthen the bond between your organization and its customers. – Daniel Stratton, Cisco Meraki

11. Define the ideal customer profile

Some businesses thrive on helping many small accounts. Others want to work only with Fortune 500 companies. Additionally, many companies want to specialize in a particular niche such as apparel customers. As a Business Development Manager, I need to ensure that all business development efforts are focused on targeting prospects who match the ideal customer profile. The results are then a function of the inputs. – Justin boggs, Valet parking

12. Double customer relationships

In uncertain times, the best thing a business can do is continue to build relationships and a brand around your team as a go-to consultant. Keep making calls and be an extension of your client’s team. Your team should also be positive and bring value to their customers. The relationships you build now will propel your business forward in the months and years to come. – Jessica blais, VintageView Wine Storage Systems

13. Define your operational capacity

Having the right size staff for your revenue or production goal is essential. Too few people and you’ll be swimming against the tide. Too crowded and you will be pulling a lot of dead weight to reach your goal. Knowing what your operation should look like at each level helps you grow your teams effectively. It also helps provide a roadmap in times of crisis. – Evan patterson, Linco

14. Maintain your worth

Do not decrease the value of the offer. Often times, companies use pricing as a tool to close a deal. Instead, use a strategic selling approach that focuses on features and benefits rather than price and promotions. This is important to maintain the value of products and services over the long term. – Lev Barinskiy, Smart Financial Insurance