Symptom: The client-liaison (internal "Sales") function is not sufficiently effective.
The organization must do much more than deliver good products on time at a fair price. It must work with clients on a range of issues, from finding the best uses of the products to support clients' after the sale.
To ensure that these added value services occur, someone in the organization must be tasked with knowing the clients' needs very well, and advocating on behalf of the client within the organization. This is a client-liaison function is termed (internal) "Sales".
The organization should assign to each client "territory" a business-oriented person who has a deep understanding of the clients' business, loves to solve business problems, and is willing to sell the entire product line. Such people are necessary to assess clients' strategic needs and recommend solutions in a business-driven manner, free of technical biases.
