- No effective effort to grow a company is ever contained within a single function
- There is no silver bullet -- you have to keep trying new things and making bets
So, this isn't a marketing or sales book; it doesn't focus on a single idea or framework. Instead, it discusses many different ways that companies have succeeded in boosting sales. This collection of practical ideas about the strategies that raise sales combines Lilia Shirman's observations from almost 20 years of experience in marketing, business development, strategic alliance management and operations with stories and lessons from other technology business leaders.
The rules cover a broad spectrum of concepts, including:
- Laying the foundation for growth
- New market entry
- Sales enablement
- Industry specialization
- Demonstrating value
Some rules are reminders of the things you know you "should do" but never implemented. Others might spark new ideas, or inspire different approaches to old ones. A few are warnings about the roadblocks you'll want to avoid. All are practical, concise, and actionable.