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Crafting a Value-Creating Sales Strategy

By Professor Javier Marcos-Cuevas


Creating customer value is the core mission of marketing and sales organisations. To ensure your sales strategy creates sustainable customer value, ensure your strategy is underpinned by the following value co-creation principles.

  • Focus on the ends not the means, adopting a customer outcomes perspective.
  • Invite the customer to become an active participant in the value creation process rather than the mere recipient of your product or service.
  • Develop value propositions based on organisational capabilities combining supplier and customer know-how. In other words, evolve from selling specific products towards offering integrated product and service propositions.
  • Enhance customer relations to encompass end-to-end processes rather than just discrete interactions.
  • Design training programmes that develop and foster holistic managerial competences.

Above all, remember that value is defined by the customers and created in their particular contexts.


Our work in this area is critical to achieving successful sales leadership program for individuals and organisations looking to achieve higher levels of strategic leadership. For the past twenty years, Cranfield has pioneered the development of Sales and Key Account Management research in Europe through the KAM and Strategic Sales Best Practice Research Club. Working with world leading businesses to adopt new frameworks to fully leverage sales strategies. This new frontier knowledge is continually integrated into our Sales Directors' Programme.

Blog produced by: Dr Javier Marcos, Programme Director of the Sales Directors’ Programme, Cranfield School of Management.  

Read more:

Sales Directors Programme


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