This ViCre white paper is intended to give you as a reader a first glimpse on what we mean with Sales Management and Sales Leadership, and how they are complementary and both necessary.

Sales is a set of activities that makes part of the overall activities of a company. It is not an isle-activity with the rest of the company on the mainland, but is directly connected to other processes. It is preceded by those activities that make sure that there is something to be sold. Let’s call it innovation. Innovation decides upon which products to develop for which markets: ‘product market combinations’ or ‘silhouettes’. And this is what they hand over to sales. This makes that sales does not have to reinvent the wheel. Or even stronger: that sales cannot reinvent the wheel.

Once sales has done its job, and even in the last stages of sales, there is a connection to the delivery-activities of the company. They will have to install what the customer has bought. If sales respects the borders of the product market combinations innovation has decided upon, the connection to delivery will be hassle free: the dream of every CEO…

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