BUSINESS ISSUE The last thing to change Whether a company experiences tremendous growth or cyclical setbacks, its sales force is often the first thing affected but the last to change. Market adjustments can shake a sales operation in ways both minor and profound. Once-solid sales structures and territory designs have poor coverage or reduced productivity; tried-and- true segmentation plans and sales playbooks no longer address the most valuable customers’ needs; newly aggressive customers empowered by the Internet flummox top salespeople. These conditions might be obvious to executives, but it’s less obvious what to do about them. Small changes to the sales force can help, but often executives need to consider transforming their entire sales force. A true sales force transformatio

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