Aligning Strategy and Sales is in today’s development in markets a critical success factor that can differentiate companies. The way you sell is a demonstration of your competencies and culture in:

1. Creating values for your customers and

2. Differentiating your products and services from your competitors

Jonathan Farrington CEO of Top Sales has nailed the Topic in his recent article (The Ongoing Search for the "Sales Holy Grail"):

"The question is, are your sales activities deciding your strategy or is your strategy deciding your sales activities?"

If your strategy deciding your sales activities you need to deploy a sales process and a methodology that leverages the impact of customer interactions by focusing on customers’ issues, needs and requirements to create values for them and to establish a communication flow that makes it easier to predict the outcome of sales actions and to manage the sales more effectively.

This creates inevitably a distinctive value for your company.