Since Oracle acquired Sun in 2010, Oracle’s hardware and software engineers have worked side-by-side to build aligning strategy and sales pdf integrated systems and optimized solutions. Manage your account and access personalized content. Access your cloud dashboard, manage orders, and more.
Oracle’s SPARC-based systems are some of the most scalable, reliable, and secure products available today. Oracle invests in innovation by designing hardware and software systems that are engineered to work together. Toll Free in the U. Your Shopping Cart is empty. Executives and their assistants loved its one-stop-shopping value proposition, and the sales force cultivated deep relationships with them. By the early 2000s, however, it was clear that cheaper digital storage technology, especially the cloud, would disrupt the company.
So DSM introduced its own cloud-based storage and directed the sales force to bundle it with traditional services. Many of the salespeople lacked the technical knowledge to work effectively with clients’ IT departments. Pricing was a problem, because the physical and digital services had very different cost structures. And in spite of being trained to bundle offerings—a key to the new strategy—reps often sold only the lower-priced, digital service.
Contract renewals for traditional services fell sharply, as did profits. Ultimately DSM spun off its digital unit. What went wrong at DSM goes wrong at many companies: Management embarks on a strategy without considering the realities facing the people who must execute it with paying customers. One reason is that strategists, years removed from customer contact, are often blithely unaware of the embedded strategic commitments that daily field activities represent and have an obsolete vision of the company-customer interface. Strategists, years removed from customer contact, often have an obsolete vision of the company-customer interface.
The sales organization should be part of every conversation about strategy. 900 billion annually on sales efforts—three times their spending on consumer advertising, more than 20 times their spending on online media, and more than 100 times their spending on social media. Predictions that the internet would disintermediate sales have not panned out: Although sales forces in some industries have shrunk, the overall number of salespeople in the economy is unchanged. He spoke with HBR about addressing the disconnect between strategy and sales.