FOCUS
TWO KEY CONSIDERATIONS TO
DECIDE IF WE NEED SEPARATE SALES
ORGANISATIONS FOR SEPARATE
PRODUCT CATEGORIES/BUSINESS LINES
Shaprunjay Krishna
Senior Principal
Korn Ferry Advisory
I
n this article I will discuss a problem
statement business leaders have to think
about very often, especially those leading
businesses with multiple business lines:
When do we need separate sales forces
for separate product category/business
lines?
In my experience with several companies
in India and internationally, I have developed
certain guiding principles that we need to
consider before we decide on very critical
questions.
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| Vol. 10 Issue 1 • JANUARY 2019, Noida
1. The fi rst principle is to fi gure out
how different two businesses/product
categories are. When I say how different
these two different businesses are, I use the
yardstick of Customer Value Preposition
(CVP). Looked at from the customer offer
angle; are these two businesses similar or very
different? Let’s give an example; a product
business is very different from a services
business. What we need to look at is how
different are two business lines, from the
perspective of customer value preposition.
In the graphic, I have given examples of two
business lines with different customer value
propositions.