The traditional definition of madness was “doing the same as you have always done and expecting a different result.” – this still holds water.
Here is the new definition for CEOs and sales leaders: “believing your people are good enough to execute your future strategy.”
Its not that your revenue teams can’t generate revenue or have not been successful, they have. They have been very successful at achieving what they have been achieving to date. But that may not mean they are good enough to deliver your current or future strategy.
Future focussed CEOs are focussed on two primary concerns:
1) Future Growth: and how their business model is aligned to achieve that
2) Customer Segment: how best to engage and deliver.
While a robust strategy can be formulated for both of these priorities whether or not they will be delivered rests squarely in the execution capability of your people.
Both the growth and the customer piece rely on contribution from your sales function.
As the world changes (and it is), your customers change (and they are) and the economy changes (and it will) ensure your revenue and growth engine is ready and able to execute.
As one CEO said to me “ I thought I didn’t need your help with this, I was wrong.”
Madness is waiting until it’s too late.