SALES: STRATEGIC DRIVER OR GLORIFIED BACKROOM PLAY?

A few weeks ago, I found myself in a conversation with the sales team of a leading media company. It began with a transactional pitch, but as the meeting progressed, I couldn't help but notice a missed opportunity—a lack of alignment between what they were selling and how they were selling it.

- YESUDAS PILLAI

At the end of the meeting, I gave them some candid feedback on how the interaction could have been more strategic, more value-led. To their credit, the senior leader and his deputies took it positively and even invited me to address their larger team. I agreed. But the deeper insight from that interaction had less to do with that specific sales team—and more to do with how sales is viewed within organizations.

In this case, it was clear: the CEO had decided the strategic direction, the CMO had designed the campaign, and the sales team was expected to just execute. No involvement in the creation, no voice at the table—just deliver numbers.