FEATURE | CREATING VALUE
NEW ROADS TO
COMPETENCE SIMON KELLY, PAUL JOHNSTON and STACEY DANHEISER consider the sales competencies required to stand out from competitors
T
o conclude our series, in this article we give a view into our latest research on the roles and competencies required by salespeople to help their organisations differentiate from their competitors and stand out in a “sea of
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sameness”. The research will inform an upcoming book to be published as a follow-up to our 2017 publication, Value-Ology: Aligning Sales and Marketing to Shape and Deliver Profitable Value Propositions. Our research programme centred on in-depth interviews with C-level executives, sales and marketing leaders. We asked
them to consider competitive advantage, the roles of sales and marketing in creating differentiation, and the personal competencies required to help an organisation stand out. In addition, we developed a survey questionnaire that we sent to a wider audience of sales and marketing professionals. ISMPROFESSIONAL.COM
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