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.