U.S. companies spend over $900 billion on their sales forces, which is three times more than they spend on all ad media

Sales effectiveness can be defined as the ability of your sales force to “win” at each stage of the customer's buying process. "Winning" means generating revenues and margins consistent with the company's strategic goals for a given period. Improving sales effectiveness is not just an issue concerning the sales function; it's a company issue. 

It is not enough for sales leadership to communicate the strategy in a clear and consistent manner. Its not enough for sales managers to analyze the gap between current sales tasks and those required to meet the new customer strategy. It is not enough to improved training, compensation, performance reviews, and hiring practices. All these initiatives must drive the alignment of sales tasks with the company's strategic objectives. Otherwise, your sales force will keep getting better and better at doing better doing things that customers value less and less.