As the competitive environment has evolved and grown increasingly tough, companies and executives have found that they must provide more value than ever before. On this new playing field, there is only one path to success: applying a correct sales strategy. This includes defining and implementing marketing and sales plans and developing a sales organisation capable of putting those plans into effect. Only those organisations that make consumers and customers their focus of attention and build a go-to-market strategy based on the twin pillars of marketing and sales will be able to strengthen their competitive position in the market. Companies need leaders who know how to address these challenges on the basis of a correct market analysis, are able to choose appropriate marketing and sales strategies, and have a mastery of the tools for implementing these strategies. Increasingly, the professionals who work in marketing and sales need to be ready to move seamlessly between these two areas.