Your sales force is one of your most strategic levers for improving growth, market share, and profitability. A great sales organization will identify opportunities for competitive advantage and profit. Most consumer-goods companies spend as much as 7 percent of sales on the cost of their sales force, and the sales force is responsible for up to an additional 20 percent of spending on deals and promotions. But few companies feel confident about their return from that investment. Fewer still are realizing the competitive advantage they hope to create.

"I could fire them all, and we wouldn't see an effect for years,"

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