Why your business needs a CSO
Is yours a sales-driven organization? When asked this question, most CEOs answer yes. When asked if they have a Chief Sales Officer—CSO—almost all of them admit that they do not.
To answer the CSO question for yourself, look at your organizational chart. Is there a representative of the sales department at the C-Level? On par with the CFO, COO and others at that level, the sales team deserves to be involved at the strategic level where decisions for the future are being made.
While some organizations have found the CSO position to be a critical role, most companies still do not have a CSO. Here are the most common reasons:
- We never had one before. Other C-Level positions, like Chief Technology Officer (CTO), did not exist in the past but the rapid and rampant changes in technology necessitated including the impact of technological innovations in decision making.
- Salespeople are required to achieve the corporate objectives. “We decide; you implement.” In too many companies the salespeople are considered to be “different” in the way they are compensated but similar in that they are to achieve top-down driven objectives regardless of what customers want.
- There is no training for the CSO. Libraries are being built now to give the CSO the information they need to execute their responsibilities.
- There are no tools for measuring the effectiveness of the CSO. In fact, Extreme Sales Analytics (ESA) and Sales Resource Planner (SRP) software programs, similar to ERPs, are emerging. ROI, TCO and other calculators are giving way to sophisticated dashboards which are morphing into sales analytic cockpits (multiple, integrated dashboards).
- Your customers do not need for you have a Chief Sales Officer. So why bother? You need to have the CSO in order for your customer relationships to grow. Customer relationships are dynamic, not static. Either you will drive the changes in the relationship or someone else will: your customer or your competitor. After all, if your competitor has a strategic-focused CSO and you do not, are they more likely to introduce the next new thing to your customers?
Is it enough to have a vice president of sales? Why clutter the C-Suite and add to the leadership budget with yet another position? The title is not as important as the function. C-Levels are strategists; vice presidents are tactical. The difference between how the time and talents are deployed at the two levels can vary greatly.
- The C-Level plans for the long term future; the vice president thinks in shorter timeframes. For instance, if the CEO, the corporate visionary, is thinking three years out (as most are), the C-Levels reporting to the CEO need to be thinking two years out. In that scenario, the VP level needs to be thinking one year out, the sales management team thinking one quarter and salespeople thinking one month out.
- The C-Level invests their time in learning and evaluating what new processes and technologies are coming that will impact their business. VPs focus their time and talents on what current capabilities are viable for making more immediate improvements in sales activities and management.
- C-Levels are rarely involved in the day-to-day activities while the VP is occasionally brought in to address pressing customer and market issues. The vice president of sales is likely to know the details of significant pending sales while the CSO is uninvolved with them.
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