We are used to build sales organizations by expanding our customer base locally/regionally/globally and by extending account management to cover those additional accounts.
Justin Roff-Marsh with his SPE (sales process engineering) proposes to start from scratch when designing the sales function. In a start-up environment the first sales function would be “customer sales”. Gradually “coordinators” (product management, sales) are added before more expensive ressources such as field service and finally account management are added.
We consider this approach worthwhile to be investigated while admittedly it may not work in project industries such as machinery, construction or automotive.