Sales results are all too often a point of contention for organizations, agencies in particular. Sales goals are usually some function of just putting out a number to make the accounting department go away. There is a rarely a plan of how these pretend goals are going to actually be met. Finally, the accountability for following the pretend plan to hit the pretend numbers is non-existent. And yet we wonder why we rarely hit sales goals.
The gut reaction to missed goals almost always takes us to the tactical/process issues.
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