Trends Report

A Chief Sales Officer’s Guide To Purpose And Why They Should Care

Employees, Buyers, And Investors Demand That Companies Clarify Their Mission

April 13th, 2022
Nancy Maluso, null
Nancy Maluso
With contributors:
Ian Bruce , Dipanjan Chatterjee , Katy Tynan , Matthew Flug , Jennifer Ross , Philip Harrell , Mallory Icenhower , Kate Pierpont

Summary

Market forces are driving companies to clarify their mission and purpose to further inspire and motivate employees. To successfully attract and retain today’s values-driven employees and customers, chief sales officers (CSOs) and sales leaders must rally their selling organization around the company’s purpose. By articulating why the company is in business, sales leaders ensure it is distinguished from its competition — and that reps can communicate those key differences to customers and prospects. This report clarifies for CSOs and sales leaders what purpose is, why it is a competitive differentiator in the war for talent and customers, and why the time to act is now.

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