Most sales increase revenue in drips and drabs. Other sales, however, are transformative: The customer buys the company’s full range of services rather than a niche offering; signs a multiyear contract for products and their maintenance; the customer makes the company a preferred vendor or, better yet, a sole service provider.
The CEO has better things to do than get involved in the chief sales officer’s job. When an opportunity to make a mega-sale presents itself, though, the CEO must swing into action. That’s because the company has to deliver a proposal that provides mega-value, and creating such a proposal requires contributions from its many units or departments. The CEO is the only person who can lead this effort.
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