Defining sales functions and programs effectively requires a structured approach. But definitions create value only if they are adjusted to your organization’s specific context. Developing a big picture on vision, mission, purpose and core values is the first step in creating a meaningful charter for each of your sales support functions, such as sales enablement or sales operations. Such a charter is a key resource in various situations, because it tells a compelling story with consistent messages. Today we cover part one – vision, mission, purpose. That’s the part where you as a sales leader should be deeply involved. A follow-up post will show how to complete the charter.
Vision – the desired future state
It describes WHERE you want to be, and what you want to achieve on a high level. To develop a sales enablement vision, the organization’s vision has to be mapped to sales. Visions for sales forces often have to do with transformation from product to outcome oriented selling. If so, your vision can describe being the leading function that drives this transformation to create more customer value in complex buying environments. It’s of course different if sales’ vision is to build partner channels. Visions are a top down approach. You cannot put the cart before the horse.
Mission – current state leading to the future state
A mission defines HOW you will get to where you want to be. An example for sales ops could be defining and executing a sales operations framework to provide an integrated value creation process from prospect to contract, powered by technology. An example for a sales enablement mission could be defining and executing a cross-functional enablement framework to provide integrated services, tailored to an outcome oriented sales approach, powered by an enablement platform.
Purpose and core values
The purpose answers the question WHY a certain sales function exists. A purpose could be that sales enablement orchestrates the various sources of capability and situational knowledge to create integrated enablement services. Core values show how you and your teams will behave along the journey to achieve the vision. Three core values are always highly recommend – collaboration, accountability and leadership.
Don’t underestimate these three steps. If these fundamentals are not defined properly, you and your functional leaders will need much more time to sell every single initiative internally. Invest your time wisely, and develop vision, mission and purpose for your core sales functions!
Watch out for the next post where we’ll talk about the second part of your sales functions’ charters – objectives, strategies, tactics, services and metrics.