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The Art of Strategic Sales Alignment

Stephen C. Strelsin (President of Sibson & Co., an organizational effectiveness consulting firm. Based in the firm's Chicago office)
Susan Mlot (Consultant with Sibson. Based in the firm's Chicago office)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 June 1992



As an upstart company in the telecommunications industry, Commtech (a pseudonym, as are all company names featured in this article) decided to blanket all potential markets held by industry leaders with low‐cost products—a marketing blitzkrieg that caught the competition off guard. Before competitors could effectively reposition themselves for the new marketplace reality, Commtech's market share grew as it quickly entered and captured fragments of markets across the country.


Strelsin, S.C. and Mlot, S. (1992), "The Art of Strategic Sales Alignment", Journal of Business Strategy, Vol. 13 No. 6, pp. 41-47.




Copyright © 1992, MCB UP Limited

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