Who Drives Your Proactive Market Development Process

January 30, 2026 Selling Comments Off on Who Drives Your Proactive Market Development Process

Last time we talked about having a” Proactive” product/service development process and how important this is to the profitability of your business.

But here’s the “Rub”, who is the driver of this process? If it is pushed down to the sales or engineering management level and is not supported by top management, it is doomed to failure. In the ideal situation this process is owned and driven by the chief executive officer of the company or someone reporting directly to the chief executive officer and is an active, viable, financed and supported business process.

As pointed out last time, allowing future business to happen to your business is nowhere near as profitable as you planning the future of your business proactively. This planning must include the planning of your future products/services and their future markets and there’s nobody better than the chief executive officer to undertake this activity.

The CEO is in the position to make the decisions that are necessary to drive the discovery and implementation processes necessary for this activity

This is where the change must start!!!!

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