The Chief Sales Leader Framework™
A methodology used by sales teams to execute with precision – – effectively, efficiently & predictably
The Genesis of The Chief Sales Leader Framework™
For nearly 30-years we searched for a management solution for building sustainable revenue growth year-after-year. We found a framework in an unlikely place – – a college textbook that had set on my bookshelf for 30-years – – The Principles of Strategic Management.
The basic concept is that for a company, and its leaders, to achieve success year-after-year they need to proactively manage three strategic processes and twelve operating processes:
- Strategy – forecasting, planning, organization structure, and culture
- Execution – process, people, technology, and information
- Evaluation – tracking, analyzing, reporting, and process improvement
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Chief-Sales-Leader™-Framework-Genesis.jpg)
ArmatureEBS Framework
A practical guide for solving revenue growth problems and executing revenue growth strategy with precision – – effectively, efficiently and predictably.
The ArmatureEBS Framework translates the time-tested Principles of Strategic Management into a practical guide for taking control of your revenue growth infrastructure.
This enables entrepreneurs and executives to turn struggling companies into thriving businesses that continuously grow and innovate with precision – – effectively, efficiently and predictably.
![Principles of Strategic Management](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/Principles-of-Strategic-Management.jpg)
The ArmatureEBS Framework transparently cascades process accountability at the strategic, operating, tactical and activity levels.
Strategy Formulation Requirements
Translate Mission, Vision, Values and Behaviors
![Hand holding light bulb and business digital marketing innovation technology icons on network connection, blue background](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Strategic-Intent.jpg)
Clarify your strategic intent including your purpose (mission), core values and behaviors, goals (vision) and strategic initiatives.
Forecast Accurately and Timely
![ArmatureEBS Forecasting](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Forecasting-1.jpg)
Align your forecasts for revenue, work activities, productivity, staffing levels, and expense requirements.
Plan Products, Services, Markets and Execution
![ArmatureEBS Planning](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Planning.jpg)
Validate that your product, service, industry, geographic, and customer plans are viable in the external marketplace.
Structure Businesses, Departments and Jobs
![ArmatureEBS Organization Structure](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Organization-Structure.jpg)
Organize your business units, processes, departments, and jobs to clarify responsibilities, drive accountability and achieve results.
Strategy Execution Requirements
Map and Document Procedures
![Recruiters - Hiring Process Design Recruiters - Hiring Process Design](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Recruiters-Hiring-Process-Design.jpg)
Transparently identify work activities for serving each customer use case, across every stage of the customer life cycle.
Deploy Technology Enablers
![Business Networking Training - Sales Technology Business Networking Training - Sales Technology](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Business-Networking-Training-Sales-Technology.jpg)
Ensure that technology is enabling your employees and managers – – rather than disenabling them!
Integrate Management Practices
![If anybody can do it, we can!](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Management-Playbook.jpg)
Integrate your human resource practices to your mission, vision and goals at every stage of the employee life cycle.
Transfer Technical Knowledge
![ArmatureEBS Knowledge Transfer](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Knowledge-Transfer.jpeg)
Provide instant access to instructions and policies so employees and managers can execute with precision!
Strategy Evaluation Requirements
Accurate and Complete Data Tracking
![Enterprise Resource Planning ERP, document management concept with icons on virtual screen, Business woman working with laptop computer with icons on virtual screen on office desk.](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Data-Tracking.jpeg)
Ensure that data fields are hierarchical, have consistent naming conventions, are collected as work is completed, are fully populated, and stored together.
Trusted and Timely Analytics
![ArmatureEBS Data Analysis](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Data-Analysis.jpeg)
Integrate data tables so consistent analysis, interpretation, gap identification and process improvements can be instantly prioritized.
Cascaded Reporting For Managers & Employees
![ArmatureEBS Data Reporting](https://www.chiefsalesleader.com/wp-content/uploads/2023/11/ArmatureEBS-Data-Reporting.jpg)
Organize and Display data hierarchies uniformly so executives, managers and employees have a consistent view of data and analysis.
Actionable Process Improvements
![Book Club - Image Book Club - Image](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Book-Club-Image.jpg)
Clarify action plans with specific accountability, actions, deadlines, expected outcomes, expenses, ROI; frequent progress reviews.
Part 1 – Formulate Sales Strategy
![Sales Pipeline Funnel Sales Pipeline Funnel](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Forecasting.png)
Sales Forecasting
- Revenue forecast including recurring/renewals and new customer acquisition
- Sales pipeline activity forecast
- Sales productivity forecast
- Sales staffing forecast
- Selling expense forecast
Sales Planning
- Market/Industry plans
- Product and Service plans
- Pricing plans
- Customer plans
- Competitor plans
- Staffing plan
- Facilitating management plan
- Computer hardware plan
- Fleet management plan
![Sales Planning Sales Planning](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Planning.png)
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Structure.jpg)
Sales Organization Structure
- Sales channel structure
- Job structure and descriptions
- Sub-department structure
- Sales territory design
- Management span of control
- Decision-making authority
Sales Culture
- Alignment with company values and purpose
- Behaviors, beliefs, and assumptions
- Company history understanding
- Office environment
- Camaraderie
- Celebrations
- Community involvement
- Decision-making consistency
- Communication
- Commitment
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Culture.png)
Part 2 – Execute Sales Strategy
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Procedures.jpg)
Sales Procedures
- New Customer Acquisition
- Renewing Customers
- Cross-Selling and Up-Selling
- Winning Back Past Customers
- Customer Service
- Channel Partner Sales
Sales Technology
- CRM system
- Marketing automation
- Customer service system
- Phone and auto-dialer systems
- Sales presentation library
- Knowledge management systems
- Productivity software
- Project management software
- Sales territory mapping
- Sales analysis and reporting software
- Human resource information system (HRIS)
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Technology.jpg)
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Content-Assessment.png)
Sales Content & Presentations
- Awareness building content i.e. blogs, white papers, checklists, etc.
- Evaluation content i.e. case studies, data sheets, comparisons, etc.
- Company information i.e. brochures, website
- Product and service demonstrations, FAQs, etc.
- Pricing and proposals
- Promotional materials
- Contracts, terms, and conditions
- Customer service information
Sales Management Procedures
- Hiring the right salespeople and managers
- Onboarding new salespeople and partners
- Coaching salespeople and managers
- Compensating, rewarding, and recognizing
- Evaluating performance
- Selling skill training
- Product, service and pricing training
- Succession planning
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Management-Procedures.png)
Part 3 – Evaluate Sales Strategy Execution
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Measurement.png)
Sales Measurement
- Metrics tracked and definitions
- Performance goals and benchmarks
- Database structure for tracking
- Data recording
- Automation for tracking sales data
Sales Analysis
- Sales data storage and feeds
- Cleaning sales data
- Hypothesis testing
- Gap analysis
- Recommendation development
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Analysis.jpg)
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Reporting.png)
Sales Reporting
- Data gathering for reports
- Report preparation
- Presentation of report
- Meeting management
Sales Process Improvement
- Problem-solving facilitation
- Improvement prioritization
- Action planning for improvements
- Reporting on improvements
- Improvement meeting management
![](https://www.chiefsalesleader.com/wp-content/uploads/2018/03/Text-Book-Sales-Process-Improvement.png)