Sales mix: talent, infrastructure, product, content

sci-fi gun

Besides product and content, sales performance depends on two more factors:
1) Sales talent – People who sell. The more talented and motivated they are, the more revenue will be earned.
2) Sales infrastructure – Data, apps, tools, presentations, training, projects, and everything else which can be used by the sales team.

The following are examples of growth strategies that use talent, infrastructure, product, and content:

Adventure Time
Infrastructure quality: 2/10
Sales team size: 3/10
Sales talent quality: 10/10
Typical company stage: best for startups and entry to new markets
Product quality: able to support lower quality products
Content competitiveness: 1/10, almost no content is published
Brand competitiveness: 0/10, the brand is unknown
Pros: the right talent can grow the company very quickly
Cons: too much dependence on few sales staff, no team know-how

Stuck In The Middle With You
Infrastructure quality: 5/10
Sales team size: 5/10
Sales talent quality: 5/10
Typical company stage: SMB, transitioning from local to global
Product competitiveness: highly competitive products
Content production: 3/10, basic non-competitive content is published regularly
Brand competitiveness: 3/10, the brand is not well developed
Pros: flexibility to research for the best growth method
Cons: resources dispersed on many projects

The Mean Selling Machine
Infrastructure quality: 10/10
Sales team size: 10/10
Sales talent quality: 2/10
Typical company stage: Enterprise, multinational, consumer
Product competitiveness: highly competitive products or weak products supported by highly competitive content
Content production: 10/10, products and brand are supported by substantial content
Brand competitiveness: 8/10, the brand is well established
Pros: easy to scale the sales team and revenue
Cons: lack of creativity in sales, which results in the lack of creativity in the whole company

The main point is that sales cannot be developed unless all four factors are considered as a whole — talent, infrastructure, product, and content. Evaluating only one factor will never give a complete picture. Even if some strategies are based on not developing some factors, it is important to include this as part of the plan, and not as an accidental result.