Building a resilient sales strategy

27 December 2022 - Every business needs a strong sales strategy to survive, and to drive sustainable value creation. It is not only about sales, but also about quality. One thing the pandemic and the supply chain squeeze of the past few years have highlighted is that chasing top line revenue for its own sake is not a viable long-term strategy. The aim of any business should be to invest its resources as efficiently as possible to generate maximum returns. This means focusing on the right kind of sales – that is, the most profitable ones.