Some think of strategy as sales, and I know A LOT of organizations have a Head of Strategy or Chief Strategy Officer where the primary focus is sales—but that’s a very tactical way of approaching strategy, and you should probably have a head of sales focused on the strategy of sales. For example, a Chief Strategy Officer shouldn't be focused on SALES!!! "Strategy" is about the totality of your business!!! (grrrrrrrr.... this gets me so FRUSTRATED!!)
The Strategy that I’m talking about is more than revenue and income sheets. You need a strategy to determine how you’ll go about your goals, and that includes a lot more than revenues and income sheets. It includes how you’ll supply, how you’ll grow—or contract if that’s what’s needed—and how you’ll manage your success in the face of various risks.
In short, strategy enables you to be successful and meet or exceed your goals in spite of uncertainty.
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