"the where-to-play element of strategy. Again, there are multiple dimensions from which you can choose: segments, geographical markets, product or service categories, or others. But choose you must: every firm is always making it easier or harder for certain types of customers to do business with it, and customer selection is a core strategic and selling decision.
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It's a decision that should not be delegated to sales. In many ways, salespeople lack the frame of reference needed to make good scope decisions. Their training, daily attempts to connect and build relationships with buyers, and often financial incentives predispose them to say yes to any need a customer expresses. ... Predictably, studies indicate that "loss of focus" is the most common reason that companies stall and strategies fail. A purely sales-driven culture will proliferate customer segments and services, increase the seller's cost to serve, and dissipate scope choices. Scope decisions require a delineation of the boundaries (e.g., the types of customers, products, or services) that we should not go beyond, given the current strategy."
Trecho retirado de "Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling" de Frank Cespedes.
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