In this webinar, in partnership with The Sales Management Association, Steve Gielda and Bob Kelly (Chairman of the SMA) explore how organizations can enable more consistent, predictable, and high-impact sales performance by clarifying sales strategy. As market complexity grows and buying behaviors continue to shift, many sales teams struggle not because they lack effort or product knowledge, but because their strategic frameworks and execution behaviors are misaligned with actual customer dynamics.
The discussion begins with a recognition that sales planning isn’t simply a numbers exercise — it is a process that must translate strategic goals into specific, observable actions by sellers and managers. Too often organizations focus on revenue targets or activity metrics without clearly defining how their sellers should behave differently to achieve those outcomes. Steve and Bob argue that the key to improved execution isn’t just better training or better tools — it’s better clarity around what success looks like at each stage of the sales cycle, and how that success maps to the behaviors that contribute to winning.
A foundational theme of the webinar is the distinction between sales activity and sales strategy execution. Activity alone — such as the number of calls, emails, or demos — does not reliably predict deal outcomes. Instead, organizations need a strategy that identifies the critical behaviors required to advance complex opportunities: validating assumptions, engaging the right stakeholders (beyond the visible champion), aligning value messaging to buyer priorities, and managing decision risk. Steve and Bob emphasize that these behaviors must be socialized across both sales and sales leadership, so that coaching conversations and performance reviews reinforce the right habits.
Another major focus is the importance of alignment between sales strategy and enablement interventions. Learning leaders and sales enablement professionals play a pivotal role in helping teams internalize strategic priorities through well-designed learning experiences and reinforcement structures. This includes using simulations, scenario-based practices, and structured pipeline reviews that help sellers apply strategy in real accounts rather than just consuming content. Through examples and best practice insights, Steve and Bob demonstrate how organizations can design learning that not only imparts skill, but also builds strategic judgment, which drives long-term performance.
The webinar also discusses the role of leaders in sustaining momentum. Effective sales strategy execution requires not just articulation of strategic priorities, but active coaching by front-line managers. Managers must be equipped to observe and reinforce desired behaviors, ask the right questions during opportunity reviews, and help sellers adjust their approach when opportunities stall. By creating a feedback loop between planning, execution, and coaching, organizations increase the likelihood that strategic intentions become observable results.
Throughout the discussion, Steve and Bob highlight real-world challenges and practical frameworks that organizations can adopt to clarify their strategic intent and support more predictable sales outcomes. The session concludes with actionable guidance for aligning strategic planning, sales behaviors, and performance measurement — helping teams move from aspiration to execution.
Clarifying Sales Strategy: Key Takeaways
Strategy Must Translate to Behaviors
A clear sales strategy isn’t just a statement of goals — it must define the behaviors sellers should demonstrate to achieve those goals, such as validating assumptions and engaging the right stakeholders.
Activity Does Not Equal Execution
Volume-based metrics (calls, demos) do not correlate reliably with wins. Organizations should emphasize progress-based milestones and strategic actions that indicate true customer engagement.
Sales Enablement Drives Strategic Thinking
Learning interventions should move beyond information delivery to capability development, using simulations and scenario practice that embed strategic judgment in real sales contexts.
Sales Coaching Reinforces Strategy
Front-line sales managers are essential in reinforcing desired behaviors. Regular coaching that focuses on strategic execution (not just status updates) strengthens adoption and alignment.
Alignment Creates Greater Predictability
When strategy, training, coaching, and performance metrics are aligned, sales organizations are better positioned to move from plans to performance with consistency and confidence.