Sales, marketing, and product stay aligned when everyone understands the company's purpose, which is separate from profit. Audit every part of the business against that purpose and fix what doesn't fit.
So a coherent strategy sounds like a fancy business word, but in simple language, how do you make sure that all the different parts of a company, which is what I experience, sales, marketing, product, how do you make sure that they're all pulling in the same direction?
I think you need to be absolutely clear about what your purpose is. And your purpose is not to make money. Making money is a byproduct of delivering your purpose. And if you can articulate your purpose, we're back to one of my favorite authors, Simon Sinek, Start With Why. Why? If you can start with why and you can define and you can say very simply to people, this is what we do, this is why we do what we do, this is why you go to bed in the morning and go to work, then you can align everybody to that purpose. That's the purpose. And then what you can then do is look across your business and say, okay, are all the bits of my business aligned to that purpose? And if they're not, is there adjustment or change that needs to happen to get them to that place? And I think it's reasonably simple if you follow that kind of basic, why do we do what we do rule.
