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
If the Principles of Strategic Management are the foundation for building company success shouldn’t the sales profession – – Chief Sales Executives, Sales Managers, and Salespeople – – use them to achieve revenue growth success year-after-year?

Part 1 – Formulate Sales Strategy

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 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

Part 2 – Execute Sales Strategy

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)


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

Part 3 – Evaluate Sales Strategy Execution

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


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
